Piaget Jewelry

It was in La Côte-aux-Fées, a small village in the Swiss part of the Jura, that Georges Édouard Piaget sketched the first strokes of what, decades later, was to become an inimitable signature in the world of luxury and fine watchmaking. In 1874, he started his first workshop on the family farm and devoted himself to making high-precision movements that he soon began supplying to the most prestigious brands. The business developed very quickly. Piaget’s fame spread far beyond the crests of the mountains around Neuchâtel, increased by demand from those who already recognised his signature on a movement as a mark of seldom-equalled expertise, and his workshop grew.
Georges Édouard’s son Timothée Piaget took over the business in 1911, displaying the same passion, demand for quality and success as his father. Sound and solid foundations had been laid for Piaget.
An enterprising spirit, willingness to take risks and the desire never to rest on its laurels were indelibly inscribed on Piaget’s DNA, which is why in 1943 the company made a decision that was crucial to its future by registering the brand. From then on, the movement Manufacture from La Côte-aux-Fées produced watches signed by and sold under its own name, created with the same close attention to aesthetics and technical performance. This rebirth can be ascribed to Gérald and Valentin Piaget, the founder’s grandsons. They also started the brand’s geographic expansion and worked to increase its international recognition.
Orders came pouring in and production was running at full capacity. Even though the workshops had been modernised, they could not keep pace with demand. That is why in 1945, Piaget built a new Manufacturing facility, which was soon to distinguish itself by novel developments in the area of ultra-thin movements.
Faithful to its pioneering spirit, Piaget began to design and build the ultra-thin movements that were to become one of the company’s “signatures”, making an enduring impression on the watchmaking world. In 1957, the Manufacture introduced the famous ultra-thin hand-wound Calibre 9P, which was only 2 mm thick. In 1960, Piaget launched the Calibre 12P, the world’s thinnest self-winding movement. It measured just 2.3 mm thick.
This mastery of the infinitely small was not simply an expression of unusual technical ability. Thanks to their thinness and reduced size, these two mechanical calibres and their successors offered Piaget’s designers completely new perspectives by opening up the possibility of all sorts of bold creative ideas: ultra-thin profiles, generously sized dials, coin watches, shaped cases, etc. The Manufacture used all of these opportunities to its best advantage by developing a number of creations that were to leave their mark on the history of contemporary watchmaking.
Piaget’s supremacy in ultra-thin mechanical movements has earned the brand a special place among the great Swiss watchmakers. By mastering this area of expertise while elevating boldness and creativity to the status of primary values, it was bound to cause sparks to fly. These fireworks opened the doors to international recognition for Piaget and helped the brand make a name for itself in the world of fine watchmaking and precision work. In the 1960s, the company reiterated its desire to achieve ever-increasing control over its production by purchasing several goldsmiths’ workshops in Geneva.
After the introduction of its world-first watches featuring dials made of hard stone, Piaget did it again with the launch of the cuff watch, which at once became a symbol of precious watchmaking. Creativity and the expression of difference became Piaget’s style signature. The brand inspired trends. And this was only the beginning.
A brand does not become “the” standard for creativity without demonstrating a fresh, spontaneous approach to its art. Perhaps more than any other company, Piaget has risen to this challenge by pushing back the limits of watchmaking expertise toward new horizons marked by boldness and innovation. For Piaget, boldness means asserting its independence and handling extravagance with subtlety. It also means introducing models destined to make a mark on their own era and to stand the test of time. In 1979, the Manufacture launched the Piaget Polo watch. Avant-garde, yet classic enough never to go out of style, it quickly became an icon.
A legendary model from then on, the Piaget Polo was to help give the brand a new international dimension and global recognition. The first watch to offer a bracelet completely integrated with the case, it demonstrated a kind of expertise that unites technical sophistication with aesthetic elegance. It was later to prove not only that this double characteristic would assure its unfailing success, but also that it had introduced a new way of thinking about timepieces that was adopted by the international jet-set.
To meet rapidly growing demand, the Manufacture in La Côte-aux-Fées strengthened its offer in mechanical movements by developing new movement lines: Calibres 430P and 500P. These replaced the historic ultra-thin 9P and 12P movements that had forged Piaget’s reputation in the ultra-thin field. In 1998, building on this broader range of mechanical movements, Piaget launched the Piaget Altiplano collection of ultra-thin watches – inspired by a vintage 1957 model – embodying purity, classicism and elegance, and introduced in 1999 the Piaget Emperador line destined to house the most sophisticated mechanical movements.
In order to keep pace with its growing success, in 2001 the company opened the new Manufacture de Haute Horlogerie Piaget in Plan-les-Ouates, just outside Geneva. This event consolidated a visionary integration strategy already undertaken by the company in the 1960s. This high-performance facility, regrouping both watchmaking and jewellery crafts, complements the historical site in la Côte-aux-Fées where the movements are made. At the same time, Piaget continued to invest in the domain of research and development.


Produtos e Serviços

Within barely a decade, almost 30 new movements were to be created, including some of the most prestigious horological complications, and notably a tourbillon, a dual time-zone flyback chronograph, and a perpetual calendar. Meanwhile, jewellery watches were endowed with innovative concepts adding further sparkle to the natural radiance of diamonds.

All these masterpieces are entirely in line with Piaget's proverbial inventiveness and emphatically reassert the founder's motto: "Always do better than necessary".
The fiftieth anniversary of the famous Calibre 12P launched in 1960 represented an opportunity for Piaget to reaffirm its unique expertise in the field of ultra-thin movements. In 2010, the company distinguished itself by setting a double record for the world’s thinnest self-winding movement and thinnest self-winding watch.
Two years later, in 2012, and building on this accomplishment, it presented the skeleton version of this same movement, brilliantly exploring the fascinating art of openworking. This technical and aesthetic masterpiece represented a new double record for the House.

The latter’s ongoing pursuit of new challenges in the demanding field of ultra-thin watchmaking stems from the premier importance it devotes to the elegance of its timepieces. This philosophy leads it to consistently push the boundaries of extreme slenderness, resulting in 2013 in an exceptional feat of fine watchmaking: the minute repeater.
This new 1290P Calibre measures a mere 4.8 mm thick, setting the record for thinness in its category, despite its 407 components. A breathtaking number of pieces, resulting in an exceptional miniaturisation without the slightest concession in sound or technical reliability. Drawing on the breadth of its fully integrated expertise, Piaget fuses technique and design now more than ever in jewellery and watchmaking.



For Swiss luxury timepiece, art will always drub the smart watch

Even without any bling-bling, Piaget’s Altiplano, the slimmest mechanical watch in the world, is elegant; the brand’s Possession jewelry line is likewise sleek and timeless Hot topic among watch industry observers is the threat of smart watches on storied Swiss watchmakers, revered for their mastery of analog and mechanical timepieces. But if you ask Eduardo Tartalo, the Spanish managing director of Piaget for the Southeast Asian and Australian markets, all this talk is rubbish. For him, it’s apples and oranges or, in his words, “It’s like comparing a Picasso with something you buy in a market when you go on a holiday.” “Everybody’s so concerned about smart watches,” he said. “I don’t know why that should be a concern in the luxury watch industry. This watch,” he added, referring to the Piaget Altiplano, the thinnest mechanical watch in the market, “is such a work of art. It’s just not comparable to a smart watch. Smart watch to me is like a toy.” Possession ring in yellow gold with diamonds He said he replaces his iPhone every two years, when a new model comes along. But “if I buy a Piaget watch, I’ll stick to it all my life. I’ll want my son to have it and my grandson to have it. It’s like when I buy a Picasso. I know it’s a piece of art and an heirloom piece. You really have to visit a Piaget Manufactures to realize how far we are from that industry. Those timepieces are done by hand, by people who have an incredible knowledge [of] watchmaking.” There are watchmakers in Switzerland that aren’t bothered by that talk, he stressed, and the 141-year-old Piaget is among those. Tartalo was in Manila last week for the relaunch of its Possession jewelry collection, at Rustan’s Silver Vault in Makati, its exclusive and sole retail outlet in the country. Possession, which was introduced 25 years ago, is the core of the brand’s fine jewelry business. Possession started with a ring, and was so distinct for its design—it has a second rotating, a whimsical detail that’s like a wink to ring wearers who tend to play with and turn their ring on their finger when they fidget or are simply lost in their thoughts. PIAGET Possession ring in white gold with diamonds The 25th year collection is made of rose gold and set with diamonds, and now has two independent rotating bands. Its campaign centers on the tagline, “Turn and the world is yours,” a nod to the independent, modern woman. “She buys it for herself and she owns her life,” Tartalo said. It’s an everyday ring that is sometimes mistaken as a wedding band, which it could also be. It’s the woman’s choice, he said. Possession is a full line of jewelry, with bracelets, earrings, pendants and even a watch. The collection has done incredibly well in Asia, said Tartalo, dispelling the notion that Asians prefer only big, bold, blinding bling, which Possession clearly is not. Its look is clean, streamlined and sleek. “Timeless elegance,” said Tartalo. “We still sell more watches, but the growth of the jewelry business is tremendous. There are so many watch brands, but very few jewelry brands that you can really put on your list. So when you buy jewelry, you tend to go the reliable brands. We’re in a very good position when it comes to jewelry.” Today, he said, luxury brands are adjusting to new consumer behavior, not only because of the drop in sales following China’s crackdown on luxury spending. “Asians are starting to behave more like the westerners. They’re starting to care more about what’s going on. Customers now aren’t only looking at simple, technical products; they’re looking for value and purpose, and it’s not because the government tells them to, but because the world is changing. And the brands have to change as well. So it’s a lot deeper than ups and downs in sales.” The relaunch of Possession is one of the ways Piaget is adapting to these changes. The marketing tack underscores women’s quest for empowerment and independence, and that feeling, said Tartalo, of being special. Fonte:

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  • Piaget
    169 New Bond St
    London W1S 4AN
    Reino Unido
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