How Piaget's high jewellery appeals to a new generation of s

How Piaget's high jewellery appeals to a new generation of super-discerning, ultra-rich clients


In Extraordinary Lights, the maison puts coloured gemstones front and centre in versatile, transformable pieces
6 July 2021 • 6:00am
The Piaget Extraordinary Lights necklace
It’s the billion-dollar question, quite literally, that plays on the mind of every executive at every luxury house: what do the new generation of one-percenters want? According to Christophe Bourrié, Global Director of High Jewellery and Exceptional Creations at Piaget, when it comes to jewellery, the answer is versatility. 
“Second or even third-generation Ultra High Net Worth Individuals in emerging markets are starting to buy high jewellery, and they wear it in a very different way,” he tells me via Zoom. “They’ll wear one or two pieces during the day as well as a full suite for an evening gala, and they always want more ways to style each piece.” The Swiss maison is only too happy to oblige, and its newest high jewellery collection delivers transformability in spades.

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