In a celebratory evening with the Piaget society at an elegant venue in Downtown Dubai overlooking the iconic Burj Khalifa, Piaget revealed its new campaign. Unveiled at 9h10pm and at 10h10pm on this Dubai landmark, the House’s new visual identity developed under the creative direction of International Director of Image and Communication Fatti Laleh came to life.

“Digging into the past to create the future” as described by Piaget’s CEO Benjamin Comar, the campaign captures the Maison as a lifestyle and an attitude that brings expertise together with a renewed sense of joyfulness, conviviality and extravaganza, thus addressing new audiences. Through the eye of iconic photographer Mikael Jansson and with the help of image maker Benjamin Bruno, the new campaign featuring models Georgia Palmer and Signe Veiteberg among the new faces of Piaget radiates with energy and joie de vivre. The signature delicate, modern blue constitutes a background for emblematic Piaget creations: from the iconic Possession line to the ultra-thin Altiplano watch, the classic Piaget Polo watch and the strong statement of the Palace Décor.

And while it breathes a new life into these marvels, it remains joyful, sophisticated and truly Piaget!