The 1960s must have been an especially thrilling year to be a designer at Piaget. This is when the maison introduced jewellery making to its manufacturing repertoire and opened Salon Piaget in Geneva to showcase jewellery alongside watches. Thanks to third-generation company owner Valentin Piaget, the brand began to develop its distinctive style, which blends watch- and jewellery-making with couture trends adapted from the major fashion shows in Paris. Gradually at first, then like wildfire, jewellery watches caught the attention of the glamorous jet-setting crowd of the day. Expressing a completely different energy and design language than the other Swiss houses, Piaget created a new generation of watches that also wore like jewels.
Comments Cynthia Tabet, Piaget's product marketing director: "Piaget is one of the few [legacy] watchmakers with a very strong jewellery know-how. Valentin Piaget often sent his teams of artisan watchmakers and designers to see the couture shows in Paris to get inspired, to integrate finesse and to think of jewellery as a second skin. This is why Piaget is very adept at chain making and gold crafting. The mindset was always to match the technical with the creative."
This story is from the September 2023 edition of Vogue Singapore.
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This story is from the September 2023 edition of Vogue Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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