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Piaget - Interview with Chabi Nouri

Piaget Interview with Chabi Nouri

WorldTempus talked with Piaget's International Marketing & Sales Manager.

Two years after joining Piaget as Marketing & Communication Director, what can you share with us about the brand’s watches and jewelry ?
Piaget is one of the rare brands to have developed the two Watch and Jewelry worlds. It builds on unique expertise and skills dating back more 140 years. The wealth of its heritage has enabled it to define a unique style signature that turns out to be extremely modern. It currently offers iconic collections such as Possession and Rose for jewelry, along with Altiplano and Gala for watches, as well as the latest men’s watch collection, Piaget Polo S. High Jewelry is also a favorite field of expression for the Maison. Each year we present a new collection along with capsule collections enabling us to express our creativity. We offer exceptional stones, original dials, unique gold craftsmanship as notably exemplified by the Palace decor, and we also enlist exceptional artistic crafts such as feather marquetry.

You have just been appointed International Marketing & Sales Director : how do you view these new responsibilities ?
This is a global mission. It enables us to develop an integrated strategy encompassing product development, communication and retail. In an ever more digital age, it is essential to adopt a cross-disciplinary vision and to be able to pull all levers in a consistent way, thereby heightening the impact of various action plans.

What are your priorities and objectives ?
As far as Communication is concerned, the goal is to make Piaget an iconic, recognized and desirable Maison worldwide for its elegant and daring creations. On the Business level, the aim is to become a top of mind brand in jewelry, high jewelry and watchmaking, as well as to grow our client base in Asia as well as the Middle East, Europe and the USA. And finally, in terms of Products, our intention is to focus on our flagship lines (Possession and Rose for jewelry, and Altiplano, Piaget Polo S and Gala for watches), to develop exceptional products and artistic crafts, as well as capitalizing on our strong historical know-how.


Interview de Chabi Nouri

What should Piaget’s female clients expect at the next SIHH ?
A chance to celebrate with us the birthday of one our icons, but I cannot reveal any more for now, you will have to be patient !*

Piaget is known by men for the quality of its ultra-thin mechanical watches : do you think they also appeal to women ?
The 1957 introduction of the 9P movement measuring just 2mm thick enabled Piaget to explore all manner of bold and fanciful ideas. By reducing the size of the watch caliber, the Maison’s creativity was able to express itself freely on the exterior of its watches : namely the case, the dial and the strap or bracelet. Since then, two main style directions have been adopted : a pure style dominated by the soberly understated case and dial ; and the more extravagant and colorful ladies’ watches enriched with refined decorative touches. We can thus safely state that it is ultra-thin advancements that have enabled Piaget watches to become known as some of the most elegant models on the market and authentic benchmarks in terms of design. Women definitely appreciate this collection that they already wear, and we will indeed be offering them models specifically designed with them in mind.  

If you were to give your best friend a Piaget watch and a jewelry model, which creations would you choose ?
Unquestionably a piece of Possession jewelry, that many women dream of owning. The fact that it turns when you touch it creates intimate ties with the object, which becomes a daily companion for its wearer. The signature “Turn and the world is yours” is a beautiful promise for a gift.

Do you think Piaget knows its female clients well and meets their expectations ?
Yes, I think we are well acquainted with the women who acquire our products. Our feminine identity is indeed becoming increasingly pronounced in our collections. We have developed a CRM strategy that enables us to strengthen our ties with them and to keep in regular contact. Digital allows us to fine-tune our knowledge and anticipate their expectations. Piaget’s female clients turn to us because they have a distinct taste for creativity and style. They love the level of exclusivity as well as the modernity offered by the Maison. They cultivate an alluring aura of distinction. They come from around the world, travel regularly and cultivate an art of living that is festive, joyful and yet never ostentatious.

Which events around the world do you see as most propitious to conveying Piaget’s values and enabling women to discover its creations ?
Firstly, our Piaget events where we convene what we call the Piaget Society – our clients, collectors and muses, along with celebrities and other friends of the Maison – in a warm and authentic atmosphere. We introduce them to our new collections. We offer them experiences in selected venues. We are developing an increasing number of events in which digital technologies (such as virtual reality) play a key role in presenting our products, as well as enabling fans around the world to share these festive and joyful moments via live streaming on social networks. Piaget is a sunny, radiant Maison defined by boldness, joyful energy, creativity and elegance – exactly the elements featured in our soirées. We also partner with movie events – such as the Hong Kong Film Festival, the Golden Horse Film Festival in Taiwan, the Independent Spirit Awards in Los Angeles – as well as with the Art Dubai exhibition. These platforms enable us to highlight the artistic and elegant stature of Piaget.

*Editor’s Note : more on this at worldtempus.com as of January 16th 2017

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One hundred and forty years’ worth of uninterrupted history have allowed Piaget to forge its unique jewellery and watchmaking expertise. The Brand is a genuine Fine Watchmaking manufacture that brings together the art of ultraflat technology and the finest jewel-setting, characterised by its undyingly elegant and refined aesthetics.

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