Known for its seamless fusion of high watchmaking and high jewellery, Piaget once again reaffirmed its place at the intersection of art, innovation, and elegance with its newest novelties, presented at Watches & Wonders last month.
From ultra-thin mechanical feats to radiant gem-set creations that blur the line between timepiece and treasure, the maison unveiled a series of bold novelties that both honour its heritage and look decidedly toward the future.
At the helm of this vision is CEO Benjamin Comar, who brings to Piaget a discerning eye for storytelling and a deep reverence for craftsmanship. In this interview, Comar shares the creative impulses behind the 2025 novelties, reflects on the brand’s evolving identity, and explains why Piaget’s signature blend of exuberance and savoir-faire continues to resonate with a new generation of collectors.
Tell us about some of the highlights from this year’s Watches & Wonders experience and the company’s booth.
Even if this year was no longer the 150th anniversary, we felt the same excitement for this edition as we were introducing Sixtie; the first new jewellery watch collection since 2013. You never know how it’s going to be perceived, so the tension builds up until the very first guests enter the booth and praise this collection Since 2022, we have tried to connect our present creations to the past and the Sixtie trapeze case is more than deeply rooted in Piaget’s DNA, it’s a nod to a very important time for us: 1969 and the 21st Century Collection. We have reworked this trapeze shape for Sixtie, and put it on daily watch, but we have also created some more elevated versions with new Swinging Sautoirs. In addition, we have unleashed the creativity that shaped the late 60s and early 70s to celebrate other iconic curves, like the Andy Warhol watch or the Limelight Gala.
We saw a large focus on jewellery watches this year – tell us about this category at Piaget and why this is a current focus.
It’s not just a category for us; it’s one of the Piaget pillars. Just like Yves Piaget used to say, “a watch is first and foremost a piece of jewellery”. So it has always been detrimental for us, whether in a more wearable version or a high jewellery version. We like to have the best of both worlds: the technical innovation like the AUT and the incredible know-how of the jewellery watches. These are truly one of a kind.
Tell us about The Andy Warhol watch and why this was a perfect partnership for Piaget.
Another creation that is highly special to our hearts is the story behind this watch, as well as its shape and dial. Yes, it’s 45mm technically, but what a canvas it opens for the ornamental stone dials and with the gadroons on the case, it creates a nice illusion, and it looks bigger than it is. It was a true delight this edition to see the watch collectors, the Piaget lovers, and new customers come to the booth just for this watch. Everyone has their favourite dial, stone, material, and look, and that’s why it’s the perfect bespoke watch. Everyone can write their own story with it.
How do you feel partnerships and collaborations help to elevate the brand today while also honouring its legacy?
If I take the example of the partnership with the Andy Warhol Foundation, it was an absolute must. Having their recognition, their support, and their access is key for us to elevate the Maison beyond what it’s known for.
Tell us about some of the innovations and technical developments the brand has been working on today.
There are many! You’ll see some in the upcoming months, whether it’s the new High Jewellery collection or the new watchmaking pieces. Every new creation shows a new skill and a new way to master the constraints. Lately, however, I have been particularly proud of the new gold décor for the Limelight Gala. It’s just fascinating to see the artisans reproduce the same movements and effects as those from the 60s. It truly elevates the piece and creates a mesmerising effect.
How do you feel events such as Watches & Wonders still have relevance in the industry today?
I really enjoy these moments; it’s a rare opportunity to meet everyone in one place, and it attracts more and more clients every year. It’s important to be part of this energy. But obviously, as we are both watchmakers and jewellers, we also have other moments during the year, such as presenting the High Jewellery collections, but Watches and Wonders always hits differently.
You have some watches that have become icons – what does it take to become iconic in this industry today?
Time for sure. You don’t create an icon overnight. It has to have a unique design, an imprint, something to tell that goes far beyond the product. Creating one is difficult; updating one is something else. You have to tweak it and make it evolve without damaging its essence.
What are the biggest challenges you’re facing today in your position?
Keep pleasing our audiences in both the jewellery and watches segments. Watches and Wonders was a great moment, and now, we’ll move on to the next one. Nothing is ever forever.
What’s something you would still like to do?
I hope I continue to take as much pleasure in launching magnificent creations as I do lately.
Looking ahead, what is Piaget’s vision and direction this year and can you tell us a little about the brand in the Middle East?
It’s a story of shapes, of how the watch mastery unleashed the creativity in the 60s to become a revolution in the watch panorama. It’s about the Piaget distinction. Something the Middle East clientele know very well, as they have seen the Maison grow and enter the territory at that time, leaving a special impression in their memories. Art Dubai was also the opportunity for us to bring a little bit of Watches and Wonders in the region and feel inspired by everything which is happening at the moment.
