Piaget Altiplano Small Seconds 34 Pink Gold (G0A39105)

An inimitable signature in Haute Horlogerie and Haute Joaillerie, since 1874, Piaget has instilled its know-how, expertise and style into a wealth of creations which embody the many facets of its character. Since 1959, these initially found their place at the brand's first "salon" in Geneva, and subsequently, through the years, in the boutiques that have unfailingly kept pace with the times and embodied the values of the House. With this mindset, today, Piaget is equipping its boutiques with a new architectural concept for which the mandate was awarded to Christine Querlioz, from the Atelier Sasha in Paris. The latter has conceptualised a contemporary setting, where fine craftsmanship and elegance live side by side, harmoniously expressing the brand's great richness, from the superb discretion of the Altiplano watches and the skilled technique of their mechanisms, through its Haute Joaillerie models, brimming with consummate artistry and personality, and spotted on the necks and wrists of the most eminent representatives of the international jetset. Not only the pioneering spirit of the house, but also its immense know-how, shine brightly through each detail of this new concept, as indeed do its creative culture and distinctiveness.

An expression of the House values
Christine Querlioz's new architectural concept is an invitation to embark on an evocative journey through the universe of Piaget. The architecture conveys discreet elegance that is sensed rather than obvious, a tribute to the Swiss identity of the brand. The choice of contrasting materials in gloss and matt, as well as theatrical lighting of exceptional pieces, illuminate another festive and glamorous side of Piaget. Dressed in black and gold, with subtle touches of opulence inspired by the Viennese Secession period, the new architectural concept intensifies a feeling of preciousness and of the meticulous care lavished on the creation of each piece. From the façade covered with black, gold and blue Sicis mosaics to the patinated walls or furniture covered in plaited oak, human touches of ingenuity are everywhere and demonstrate Piaget's deep-felt attachment to traditional skills. In the display window, a large treasure box with gold-leaf covered ornamental moulding is an open invitation to marvel at Piaget's creations, and a reminder of the value of crafts that today have almost disappeared, like that of this chain-maker who keeps the models and prototypes received from the workshop masters who preceded him in just such a casket.

A new architectural experience
True to Piaget's spirit of openness and hospitality, the boutiques' new architecture invites visitors to look through its great bay windows and to push open the door in order to discover the Manufacture's treasures. On the floor, a path made of black stones is framed by natural parquet and a soft, warm light leads to an "iconic" piece of furniture featuring a pearly lacquered puzzle-work motif, where the most exceptional pieces are presented. This is dominated by the arabesques of the "Possession" chandelier, featuring polished brass and LED lights, a tribute to one of the brand's most emblematic jewellery collections. The stunningly beautiful interior design is studded with points of discovery (a pedestal table presenting novelties, a console with glazed cases displays exhibiting jewellery…), some fascinating surprises (a theatrical sliding display window allowing exhibits to rotate), or a reminder of the company history (scattered photos of the Piaget family, Hollywood celebrities from the 70s, of hand gestures…). Tables made of leather and oak, big draped curtains in gold and smoky grey, carpets with brilliant shimmering effects, lacquer and patina - this omnipresent profusion of elegant monochrome materials contributes to creating an atmosphere that is warm, luxurious and designed to make a visit a moment of pure joy. "I played with the contrast between brilliance and matt everywhere so that the light vibrates and plays with the materials" says architect, Christine Querlioz. This is a whole new, sensory experience that Piaget offers its guests, both masculine and feminine.

Understatement meets seduction
The extremely light and clear architecture highlights both the alliance and the distinctive nature of Haute Horlogerie and Haute Joaillerie, two skills that Piaget has acquired and is known to combine both since its beginnings thanks to its technological breakthroughs, notably in the realm of ultra-thin movements. Piaget has thus concentrated on creating presentation spaces that are distinct but complementary and harmonious. An expression of the technical fine watchmaking range, a counter made of smoked mirrors, brass and black oak with inclined faces overhung by Murano lanterns presents masculine collections in a space pervaded by a definite sense of rigorous structure. Exhibited on white marble console under glazed cases, the jewellery collections express themselves in an opulent and delicately sensual environment of velvet and Japanese wallpaper with gold-leaf floral pattern motifs. Symbolising an encounter between understated restraint and seductive aesthetic appeal, this shimmering new setting covers the entire spectrum of nuances composing Piaget's character.

Piaget in the world

Focusing on intimacy and service
The development of Piaget's boutique network, especially in the last decade, is representative of the brand's desire to establish close relationships with its public. From its beginnings, the House has maintained the family essence and sense of service that have set it apart amid the galaxy of great watchmaking and jewellery houses. Being close to clients and attentive to their needs lies at the heart of the House's philosophy. The tone was set from the opening of the brand's first boutique in 1959 - or salon - as it was called. And rightly so, because the aim was to receive clients the way one would at home. Right from the brand's first steps in the world of retailing, the Salon Piaget furnished with sofas and armchairs expressed the relationship that it intended to develop with its clients. The address on the Rue du Rhône in Geneva remained the brand's only boutique for more than 20 years, offering exclusive creations like the first Piaget jewellery sets that from the Fifties onwards complemented the range that up till then remained essentially watch based. The Salon Piaget in Geneva was visited by many celebrities and crowned heads, won over both by the welcome they received there and by the creativity of the collections.
As a brand that was a favourite among the jetset, Piaget naturally needed a presence in Monaco, where the company opened its second boutique in 1980, followed by Paris and Kuala Lumpur in 1992, Hong Kong in 1994, New York in 1996, and several others in Japan from 1998 onwards.
The consecration of Piaget's success
With the advent of the 21st century and under the impetus of its CEO, Philippe Leopold-Metzger, Piaget has made a strategic choice to develop its boutique network. From 11 at the end of the 90s to 15 in 2000, within ten years the brand has grown to an international network of 75 boutiques, evenly distributed across new territories with Asia in the lead - and including key cities like London and now Zurich. For Piaget, this development has naturally given rise to the creation of the new architectural concept that sets the crowning touch to this irresistible recent expansion.
"Through the deployment of this new concept, we would like to provide a balanced view not only of the bipolarity of our House that cultivates outstanding skills in the realm of watchmaking and jewellery, but also of its sophisticated, aspirational identity" comments Mr Leopold-Metzger.
From April 2012, all of the brand's new boutiques, as well as renovations of existing boutiques, will adopt the new concept designed by the Atelier Sasha.

Christine Querlioz - Atelier Sasha, architect of the new concept

Trained at the Boulle School in Paris, interior architect, Christine Querlioz began her career in 1996 in the Cartier International boutiques department. Until 2007, she worked at the Landmark Architecture agency, covering design and implementation of concepts for prestigious clients such as Balenciaga, Weston, Van Cleef & Arpels and Piaget. After supervising the renovations of the Women's Luxury Fashion floor at Printemps Haussman from 2007 to 2008, she founded the Sasha Interior Architecture studio. Specialised in the "luxury retail" domain, she designs high-end, carefully tailored concepts for the greatest names in luxury, including Piaget, for whom she has created its new architectural identity.