Piaget “Ultimate Radiance” - 2016. 04. 07.

The Maison’s timepieces and jewelry creations take on a dazzling éclat in a brilliant new global advertising campaign

Inspired by the radiant beauty of the Maison’s creations, Piaget unveils “Ultimate Radiance”, a new global advertising campaign and a seductive invitation to enter into the Piaget universe. Created by Geometry Global Paris in collaboration with Ogilvy and in association with the photographer Inès Dieleman, the campaign conveys all the richness and diversity of Piaget’s audacity.
The campaign “Ultimate Radiance” is expressed by a visual dispositive that represents a return to a fundamental source for Piaget. Putting all the focus on Piaget’s iconic creations, it places them at the center of rich aesthetic installations conveying the radiance of each. Created as mandalas of texture, light and matter, these backgrounds evoke the sensuality, infinite elegance or wild extravagance of Piaget’s creations, while simultaneously communicating the positive energy they give off. And it is all built on the great heritage of Piaget dedicated to audacity, self-surpassing, shared joy, allure and freedom.
 “Ultimate Radiance” presents Piaget jewelry and watches as exceptional masterpieces glorified by backgrounds that exalt their beauty and singularity. In this way, lines of light may create a radiant crisscrossing pattern that shows off the thinness and elegance of a Piaget watch. In the same fashion, concentric circles of gold-powder shock waves will exalt the solar aspect of a jewelry creation.
“Piaget’s new campaign expresses a fundamental truth about Piaget to which no other luxury house can lay claim. With this campaign, the radiance that is intrinsic to Piaget creations, and felt by people who wear them, shines brightly,” explains Philippe Leopold-Metzger, CEO Piaget. “Ultimate Radiance powerfully expresses our fundamental values and the effect produced by every Piaget creation.”
Ultimate Radiance is about the creations that bear Piaget’s name. But, beyond that, it is also about the men and women who wear them. More than an advertising statement, it becomes the basis of a brand position that will be strongly supported online and off-line, through traditional press advertising and by social media initiatives.
Shot by renowned photographer Inès Dieleman, each visual has been painstakingly crafted in studio. Relying not on digital artifice, but rather on the real effects of light and movement, of matter and éclat, she has used multiple techniques to create and capture her vision for each Piaget creation.
 
About Piaget

It was in La Côte-aux-Fées that Georges-Edouard Piaget set up his first workshop in the family farmhouse and devoted himself to producing high-precision movements. This was back in 1874 and marked the start of an ever-growing reputation. In 1943, the company took a decision that would prove crucial to its future by registering its brand name.

But Piaget was also a style: a marriage of gold and an explosion of color, new shapes, precious gems, and dials made of hard stones.

Rich with 140 years of history, the ever-bold brand, innovated by offering jewels in motion, extravagant Haute Joaillerie collections, and incredible watches to become today one of the world's most prestigious watchmaker-jewelers.