Piaget CEO Benjamin Comar believes in staying true to the brand’s essence. The luxury watchmaker, celebrating its 150th anniversary, has garnered attention not just for its heritage but for its recent innovations in blending jewellery with watchmaking.
The term “grail watch,” often overused in watch aficionado circles, had never been applied to Piaget until this year. Known historically for supplying movements to others, Piaget didn’t begin producing its own watches until 1943 and ventured into jewellery in 1959. However, it was the extravagant designs of the 1970s that left a lasting impression, with icons like Sammy Davis Jr and Salvador Dalí endorsing the brand’s bold creations.
Under Comar’s leadership since 2021, Piaget has returned to these roots of creativity and flamboyance. Emphasizing stylistic consistency, Comar highlights the integrated approach to design under Stéphanie Sivrière, who oversees both watches and jewellery. This melding of expertise was showcased in the revival of the Sautoir watches last year, originally introduced in 1969.
Sivrière herself aims to capture the hedonism and audacity of the ’70s in her designs, using techniques like gradient tourmaline necklaces that evoke tie-dye patterns. She emphasizes Piaget’s mastery of chains and the vibrancy of hard stones, preferring their natural variability over the uniformity of diamonds.
Recent successes include the reintroduction of the Andy Warhol watch, popular for its fossilized wood dial and emerald accents. This revival, initially unnoticed, sparked a surge in demand after being displayed at Watches and Wonders.
Comar sees Piaget’s current resurgence not merely as nostalgia but as a response to a cultural shift towards appreciation of craftsmanship and creativity. He stresses the importance of authenticity over trend-chasing, believing that customers today are more discerning and informed.
“People are more cultured and interested in creativity,” Comar notes. “You have to stay true to your DNA.” This commitment, he suggests, is what sets Piaget apart in an era where authenticity resonates more deeply than ever.