Piaget to debut on Net-a-Porter; breaks new Olivia Palermo ad campaign
The American entrepreneur and beauty Palermo stars in a series of playful videos – whether checking out an art gallery or posing in a photo studio with a photographer, who turns out to be her husband Johannes Huebl, whom she ends up kissing.
“Color is very much something I enjoy in life. I love that it was incorporated in the new collection. I think within the collection you see the different ways women can wear the Possession pieces and how it gives them confidence,” said Palermo, the face of Piaget Possession since 2015.
Like the campaign, the new collection will debut on Net-a-Porter on April 3, marking the first time that Piaget has retailed on a global e-tailer, outside of its existing stores and e-commerce business.
Net-a-Porter will sell both fine jewelry and watches from this signature collection Possession, which boasts distinctive rotating rings. This collection includes 18-karat white and pink gold variation, along with vibrant colored stones and brilliant diamonds.
“As the ultimate e-commerce platform for luxury, Net-a-Porter is the ideal partner for Piaget’s first foray outside of the maison’s own channels… The Net-a-Porter client… shares many of the same values as Piaget: audacious creativity, elegant style and positive energy,” said Chabi Nouri, who becomes Piaget CEO on April 1.
Piaget has gradually lowered its entry level price point in a clear attempt to build a younger customer base. As part of that strategy, the Swiss labelled launched a casual watch line last year with an ad campaign starring the likes of American actor Michael B. Jordan or British polo player Malcolm Borwick – an old buddy of Princes Harry and William.
Piaget was founded in 1874 by Georges Edouard Piaget, who set up a workshop in a family farm in the village of La Cote-aux-Fées in the Swiss Jura mountains. Noted for its super-slim wrist watches – which have achieved recognition in the Guinness Book of Records – Piaget has been part of the giant luxury group Richemont since 1988. So, in effect, the move into Net-a-Porter is a collegial one – since Richemont is the single largest shareholder in the world’s top luxury online shopping emporium.
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