PIAGET: Innovation is the heart of success

Yu Ju Liu
Nov 6, 2022
3 min read

Updated: Dec 2, 2022

As more watch brands enter the field of jewelry watches, the market is becoming more and more fierce. In the intense competition of the watch industry, what makes Piaget become one of the few leading brands that occupy a top position in the field?

Always do better than necessary

Piaget, an ambitious, innovative, keen, elegant, and positive jewelry watch brand, the family has inherited characteristics and continued the blood of generations of Piaget. Since Piaget is a brand full of culture and history, the cornerstone of the development of the Piaget family is to be stable and solid as a rock, so what is needed now is not a new subversion, but the icing on the cake to show its attractiveness on the new look.

In the two workshops in La Côte-aux-Fées and Plan-les-Ouates, Piaget’s designers constantly try to create a unique and extraordinary work, always bearing in mind the founder's motto, Mr. Georges Piaget: "Do it forever. Always do better than necessary. Thus, every watch and high-end jewelry they create in the workshop presents the brand's ingenuity, just like a work of art.

The Ultra-Thin Icon

Although aesthetic is very subjective to the individual, Piaget can only elaborate on the original intention of the work, but can't determine the standpoint of this work in people's eyes. Piaget still dedicates themself hard by raising all the guidelines to the highest level to try to be sure that all of their works can be beautiful in different styles and appearances in everyone's heart.

Not only cares about thinness, but Piaget cares about how thin it is and how thin it can last. The so-called thinning length echoes their original intention on the concept of watchmaking. "Technology is served for the beauty." Even if the movement is in cutting-edge technology, it still needs to have aesthetic value in the overall presentation. Piaget considers their watch as a parallel to time, which inherits the best memories of several generations, so they look forward to creating a perpetual work. Even after a hundred years, it can still be stunning and has not been washed away by the torrent of the times.

In 2020, Piaget broke the world record for the thinnest mechanical watch with the Altiplano Ultimate Concept watch with a thickness of only 2 mm and won the Geneva Watch Bounty Needle Award.

Integrating innovation and heritage

Unearthing that the fastest-growing consumer nowadays is the Millennials and Generation Z that may contribute 40% of the luxury goods market by 2025. Piaget focuses on the strategy by using their historic collections and then continuing to innovate on them. Thus, with the new timepieces in their iconic Piaget Altiplano range, they relaunched Possession and Polo S watches, which is one of the ways that they continue to rejuvenate the brand and cater to emerging consumer trends and preferences.

Unlike Baby Boomers, most of the Millennial luxury consumers expect to interact with brands across a range of digital platforms, rather than only through the traditional channels.

To enlarge their customer base, Piaget notices that they have to effectively communicate with their clients and thus develop a way of delivering the customer experience. Therefore, investing in digital development like Alibaba and Net-a-Porter is one of the actions to strengthen their connection with the clients. And now, they are still doing more to move forward in the digital age of luxury goods.