Azyaamode catches up with Franck Touzeau, Watch Marketing Director, Piaget International, to learn more about the inspiration for the SIHH novelties and understand the story behind Piaget’s success.

What are the novelties Piaget has unveiled at SIHH 2016?

This year, the ladies’ segment is based on the iconic Limelight Gala design, which has a round case featuring a round bezel simulated by two asymmetrical extended lugs and a beautiful setting on the bezel with diamonds inside. The main thing for us, this year, was to introduce a beautiful and flexible bracelet that is very soft and comfortable. When we developed the design case, we paid attention to all the details and shape, added a feminine touch and ensured it fits the wearer better.

Which of the models are most popular?

The white gold and pink gold watches are already a success. Piaget’s second main actuality in the ladies watch segment is the first complication fully dedicated to women. We wanted to work on the moon phase movement and make it more distinctive. On Limelight Stella, we created a beautiful display of the moon phase at 12 o’clock instead of the usual 6 o’clock, along with a beautiful disc revealing the constellations most visible in the sky – Cassiopeia, Andromeda, the Small Bear and the Big Bear. We have the moon light disc, sublimated by two diamonds – even on the plain pink gold model ­– and a new automatic movement, 584 P Caliber.

Are more women seeking complications?

Yes. Over the past 15 years, we have developed a lot of complications dedicated to women. Today, women want a movement that is beautifully highlighted by diamonds, combining mechanics with strong aesthetics.

What kind of watches would you recommend for women in the Middle East?

I would recommend the Limelight Gala watch as it has an exceptional design and fits like second skin and matches the skin tone perfectly. It also has an easily adjustable bracelet.

Would you consider launching a new design targeted at a specific market?

Yes and we are working on this, as we need to constantly work on new offerings. In fact, Piaget developed a new piece a long time ago to conquer the Asian market; we are very strong in Asia. We are a manufacturer that is 100% Swiss and sell timekeepers to a clientele that appreciates a high level of exclusivity. Piaget unveils elegant and timeless watches that reflect a strong technical spirit. Tomorrow, we might need a product that is more in line with our daily needs; something we could wear on the weekend, maybe with a pair of jeans and a top. One day, we will get there. So, it is necessary for the brand to be ready for many types of developments.

How does Piaget blend jewelry and watchmaking?

The two worlds complement each other. Piaget is originally a watch brand that opened its doors to jewelry in 1988. Originally, it was the creative essence of an horology brand. During 1874 to 1943, Piaget was just a supplier of calibers to other watch brands. In 1943, the Piaget family decided to create their own brand and stopped selling calibers. Piaget’s philosophy is based on the know-how of calibers, especially the ultra-thin ones. We developed the ultra-thin movements because it allowed us to be very creative.  

What makes Piaget distinct?

Within Piaget, we sell exclusivity. We are not a mass brand and our objective is not to sell a 100,000 pieces. Each year, we sell 20,000 pieces that is all; we are an exclusive brand. Piaget is timeless.

What is the essence of Piaget’s DNA?  

We have the know-how that is double faceted, along with the jewelry and watchmaking expertise, especially in the ultra-thin movement. We, probably, were one of the first brands that dared to use color – we had cases in royal blue, reddish Bordeaux and jade green and used colors in our fine jewelry watches too. Then, we created long pendant watches because we wanted to reveal our audacity and creativity. Later, we explored secret watches, cuff watches and ring watches and did a lot of daring work in the 60s and the 70s.

We reuse concepts by rendering them in a contemporary way and in line with modern times – the Gala watch is, typically, a source of inspiration that dates back to 1973. Alongside our expertise in making gold bracelets, there has been considerable development in the field of jewelry – it is a past based on our expertise; one that we are updating to get the real DNA and real Piaget style. We also insist on coherence in style, be it in the world of men’s watches or women’s. We have created daring watches that echo femininity and innovative masculine timepieces. Over the past 15 years, Piaget has reconstructed its heritage in the field of big complications and redeveloped the chronograph, minute repeater and tourbillon. We continually think of ways to improve and present something new to our loyal clients. 

Smitha Sadanandan