Inspired by the Maison’s historical passion for perfection, Piaget unveils “Perfection in Life”, a new global advertising campaign and a seductive invitation to experience a universe of exceptional pieces in the most inspiring locations around the world. Created by BETC Luxe, the campaign demonstrates the savoir-faire of Piaget the jeweller-watchmaker in its pursuit of perfection: the mastery of precious materials, the sophistication and innovation of record-breaking watchmaking, and fearless creativity paired with traditional elegance.
“Perfection in Life” is more than a creative articulation of Piaget’s commitment to excellence through technical and aesthetic virtuosity, it is the promise of a lifestyle that exceeds the expectations of the most discerning perfection-seekers. Piaget creations align seamlessly with the perfect setting of the most exclusive places in the world, magical locations that embody the ideals of a perfect life. In an ethereal glow, set against the eternal perfection of a nocturnal sky, Piaget watches and jewellery light up each iconic skyline, every handcrafted detail and every precious stone masterfully brought to life.
“Piaget’s new campaign is the result of an in-depth identity study, revisiting the brand’s roots and rich personality to develop a fresh and innovative way to communicate the elevated lifestyle Piaget is synonymous with,” explains Philippe Leopold-Metzger, CEO Piaget. “Perfection in Life is a bold expression of our DNA, and our heritage of perfection. Ideals become reality with Piaget, through our claims to legitimacy, audacity, quality and the Maison’s absolute integration expertise.”
The sky, a reoccurring theme featured prominently in some of Piaget’s most iconic advertising campaigns in the past, once again takes a central role, offering a bold backdrop to contrast with the intensity of each piece. In line with Piaget’s historical motto ‘Always do better than necessary’, guiding its pursuit of excellence since 1874, the blue sky embodies the brand’s constant quest for perfection by pushing new boundaries in the art of horology, ultra-thin feats, exceptional design and show-stopping jewellery.
While a night sky conveys mystery, intimacy and the magic of the world of Piaget, blue skies are also the ultimate expression of ideals in life. “Perfection in Life” is the simple and powerful promise that an ideal life becomes reality with Piaget. An ideal brand for the real world.
Perfect Pieces in Perfect Places
The most unique experiences in life result from the perfect combination of extraordinary places visited, and the remarkable and precious pieces worn in those unforgettable moments. Each location featured in the campaign captures the sophisticated, refined and always hedonistic lifestyle of Piaget’s world. From Geneva to Paris, “La Côte d’Azur” to Los Angeles, each place evokes the glamour that Piaget has become synonymous with since the 1960s when the brand became a favourite of the international jet set and trendsetters. Every distinctive visual from the campaign aims to surprise and inspire the most discerning audiences, those with an appreciation of fine watchmaking and distinctive jewellery signed by Piaget.
Shot by renowned photographer Maud Rémy-Lonvis, an artist celebrated for her simple, precise and elegant still life technique, each of the treatments shines a delicate light on a different hero piece, underscoring Piaget’s expertise in both men’s and women’s watches and jewellery. The world thinnest automatic watch, the iconic Piaget Altiplano towers above the Manhattan skyline in New York. Above the Hollywood Hills, the Piaget Limelight Gala in white gold set with diamonds shines bright, while a Rose Passion necklace glows above the Lago di Como in Italy. Within view of the Tour Eiffel, the Solitaire Piaget Passion ring lights up the romantic Paris sky.
An Invitation to Share “Perfection in Life”
Perfection in Life, is about perfect products, for perfect people in perfect places. It’s more than an advertising claim, it’s a 360° brand concept that will be strongly supported by social media initiatives.
From August 25th 2014, Piaget is inviting consumers to post pictures of their own city on Instagram, inspired by the style of the campaign visuals featuring the skylines of some of the most iconic cities in the world. By using the hashtags #Piaget and #PerfectionInLife, the submitted photos will be entered into a contest. A special Piaget jury will select 5 winning photos from the 50 that receive the most likes, to be displayed in Piaget boutiques worldwide.
About the Creative Team
Founded in 2005 as the luxury arm of BETC, France’s number 1 creative agency, BETC Luxe specializes in creating unique, but most importantly, meaningful communication territories for today’s global luxury brands. Managed by Claus Lindorff, BETC Luxe has become one of the leading luxury agencies in Paris handling some of the most prestigious global luxury brands.
Born in 1988, Maud Rémy-Lonvis has focused her career on still life photography and works exclusively in the word of luxury. A graduate of the prestigious Ecole des Gobelins, she has always been fascinated by the beauty of objects transforming them meticulously through her lens. Obsessed by elegance and simplicity, she has become an expert at highlighting objects through subtle and refined lighting.