Relaunching icon, Piaget rings in 150 years

By EMILY IRIS DEGN

Swiss jeweler Piaget is celebrating its anniversary and cultural impact.

Ringing in 150 years, the house is relaunching a classic sports watch decades after its debut. A new campaign for the Piaget Polo 79 emphasizes the item’s artisanal and archival appeal, both key pieces to the luxury marketing puzzle.

Going for gold

On Feb. 5, Piaget announced that an 18-karat gold rendition of its timepiece would soon be available. Produced in tight quantities, the successor comes with a hefty price tag.

Of the 31-piece Polo range accessible online, only four designs are currently more expensive: the Emperador Dual Time in white gold, the Emperador Dual Time in rose gold, the Perpetual Calendar Ultra-Thin and the Date.

Respectively, each sells for $81,000, $79,500, $76,000 and $75,000. The Polo 79 will retail for $73,000.

Initially released in 1979, as its name suggests, the latest edition features matte gold bars and gadroons in close alignment with the original. Made of yellow metal all around, the watch’s full dial and indexes included, the monochrome surface’s beauty lies in its details.

Airbrushed components of its 42 mm case are contrasted by slim satin-finished, polished panels that continue across its bracelet.

Thanks to a see-through back, wearers can view the model’s internal movement. The manufacture is mechanical and features an ultrathin, self-winding 1200p1 caliber.

In a roughly minute-long promotional clip, Piaget allows the public a new perspective on the Piaget Polo 79, adjusting to the times with close-ups that may resonate with digitally-native generations (see story). Visuals bring elements of production to light, as artisans sketch the Polo 79 out “on paper.”

As upbeat music plays, craftspeople file materials down, put joints in place and screw in bolts. The effort is collaborative and showcases the maison’s in-house expertise, arriving as luxury consumer preferences for brands that are highly artisanal in practice persist (see story).

Leveraging legacy

Originally inspired by the company’s clients and their love of polo, the watch remains linked with athleticism.

As the fourth generation of the founding family took over the company, the brand began hosting luxurious events to interact with customers. Many of these attendees frequented matches while donning their timepieces, sparking associations between the sport and Piaget selections.

Capturing the laid-back elegance of these soirees and gatherings, the casual chic look became an era-defining style. Due to its activity-friendly nature — the Polo 79 was marketed as being water- and shock-resistant — and unisex appearance, the product’s uses were versatile.

Worn by famous icons such as British American actress Elizabeth Taylor and American artist Andy Warhol, it carries a connection to some of the biggest cultural figures of the 20th century.

This heritage is honored by the chronograph’s return. A complementary merchandising strategy could serve the label well.

The rollout offers nostalgia to older generations, with affinity-building potential for youth who may be averse to the accessory’s cost but appreciative of the rich storytelling (see story) and vintage appeal (see story) that surrounds it.

Piaget’s decision to keep the design of the relaunched timepiece very similar to the original — registering as nearly identical to its reference, for those who do not look closely — doubles down on this trend.

This article originally appeared on LuxuryDaily.com. Luxury Portfolio is pleased to bring you the latest trends and insider takes through our exclusive partnership with the go-to destination for luxury news. Subscribe today.