Piaget, the Swiss watchmaker and jeweller, is sticking to its heritage-driven strategy as competition intensifies in the global luxury market, choosing to redefine its distinctive design rather than follow fast-moving trends the CEO revealed to Arabian Business.
Known for its ultra-thin watchmaking and bold jewellery forms, Piaget continues to anchor its creative direction in the avant-garde form that defined its designs in the 1960s and 1970s.
“In the 60s-70s, these creations were extremely avant-garde. This spirit remains even today,” said Benjamin Comar who was appointed as chief executive of Richemont-owned Piaget in 2021.
“We adapt to current needs and materials, but the basis remains,” he added.
Piaget’s strategy centers on preserving a coherent brand universe as opposed to aggressive product diversification. “By remaining true to ourselves,” Comar asserted.
He attributed much of the brand’s success to key leadership, “We’re incredibly lucky to have Stephanie Sivriere, our artistic director, with us for more than 20 years. She knows, like many artisans, the Maison inside out, which helps maintaining a coherence. We’re also lucky to still have Mr Yves Piaget at the office from time to time and his expertise is incredibly precious for us all.”
Piaget recently unveiled a 50-piece collaboration with the Andy Warhol Foundation, marking one of its most visible cultural partnerships in recent years. While declining to disclose details, the CEO said the brand will introduce “a lot of surprises” next year.
The Middle East region remains one of the brand’s most strategically significant markets, both historically and commercially. “It has always been on the Piaget map. We have deep and meaningful bonds with the region and this matters to us, more than anything else,” said Comar.
The region’s appetite for high jewellery watches continues to drive demand and “this hasn’t changed,” he emphasised.
In the UAE and Saudi Arabia, consumers are increasingly gravitating towards standout pieces, in contrast to Asia where customers prefer “more delicate designs with centre stones.” The brand does not design by market but aims to “offer diversity” in aesthetics.
While Piaget avoids market-specific mass segmentation, it is selectively developing regional resonant creations. The watchmaker recently introduced two Limelight Gala models co-created with Emirati designer Shamsa Alabbar, the latest featuring a mother-of-pearl dial inspired by her heritage.
For its “Shape of Extraleganza” event in Abu Dhabi ahead of Dubai Watch Week, the brand unveiled the “Desert Pearl” Swinging Sautoir, a special edition crafted in mother-of-pearl. “If for a special moment or to explore a relationship with an artist, yes,” the CEO said of limited editions. “It always has to be meaningful. It’s about an encounter, a celebration – not just a limited edition.”
As luxury brands continue to accelerate investments in digital channels, Piaget sees technology as part of an integrated strategy. “All streams are key,” Comar said.
While many luxury houses are redesigning identity to attract younger customers, Piaget sees the opposite trend where the new generation is reviving interest in the brand’s archival style.
“It never works when you design targeting a specific gender, age or region. The young generation is well educated and many of them know all about the Piaget from the 60’s and the 70’s, this is the style they want. It’s actually their passion for the roots of the Maison which keeps inspiring us,” he explained.
When asked where the brand will be in five years, the CEO said, “I hope exactly where we are, only stronger.”
The brand sees room for expansion, particularly in the Middle East and Asia but remains committed to a niche positioning. “There are always so many things to be done,” he said.
“Piaget remains a niche maision which leaves room for things to be amplified. As long as it remains relevant and authentic, this is the only compass that matters,” Comar concluded.
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