Piaget

Chromatic intensity, daring innovation, exceptional craftsmanship... This is the world that the Piaget family has been creating in the heart of the Swiss mountains since 1874.

La Coté-aux-Fées. Georges-Édouard Piaget builds his first extra-flat movements, a veritable technical feat that enables him to collaborate immediately with the greatest watch brands of the time.

Brilliantly perpetuating the founder's motto, "Always do better than necessary", Gérald and Valentin enabled the House to make its mark internationally from the middle of the 20th century, notably with the creation of the 12P in 1960, the world's thinnest automatic movement at just 2 mm thick.

Between surprising creations and audacious bets, Piaget has chosen to place as much value on watchmaking mastery as on aesthetic beauty, but also on exceptional materials and technical know-how. "Genius in creation, splendor in detail", as the advertising slogan of the time attests.

With the wind of freedom and modernity blowing through the 1960s, Valentin Piaget opened the Piaget design studio, recruiting renowned jewelry designers and inviting them to "do what has never been done before" in watchmaking. A new era of jewelry watches was launched.

Daring creations follow one another, but they are not alike: definition of asymmetrical lines, use of ornamental stones, exploitation of the malleability of gold, creation of the Décor Palace and sophisticated cuffs. So many new signatures added to the watch movement itself. 

It was around this skilful blend of extravagance and elegance, Maison of Extraleganza, that the Piaget Society gathered: an avant-garde clientele, made up of the glamorous jet-set of the time and the artistic intelligentsia, who fell in love with the House and propelled Piaget into a category of its own. They included Elizabeth Taylor, Jacqueline Onassis Kennedy, Ursula Andress and Alain Delon.

Today, the master craftsmen of the "Ateliers de l'Extraordinaire" in La Côte-aux-Fées continue to develop their quest for virtuosity and to pass on this heritage where the art of the extra-flat coexists with that of gold and precious and ornamental stones.