Benjamin Comar, CEO of Piaget
When Piaget brought back the Piaget Polo 79, it reminded enthusiasts of Piaget’s expertise in crafting timepieces that beautifully blend fine jewellery craftsmanship with excellent watchmaking. It’s no surprise then that the timepiece recently clinched the GPHG 2024 iconic Watch Prize for its ability to respect the spirit of Piaget with a fresh update. We spoke to Piaget’s CEO Benjamin Comar on the importance of understanding a brand’s DNA.
What new lessons about the industry have you discovered since you took on the role at Piaget in 2021?
I don’t know if they are new as, in a way, the industry has always been going through a lot of crises. So technically what we have gone through since 2021 is the same, but the intensity varies. Crises are more frequent, more unexpected, what you thought was steady isn’t and so forth.
That being said, I think the most important lesson is to remain calm, steady, and resilient, to move with care and at the same time take action. It’s a subtle balance and I think the main lesson is to know your brand DNA and stick to it, honour it, cherish it, and elevate it.
Piaget Polo 79
What is your mood about the watch industry right now?
The watch industry went through a peak and is now getting through a rough patch. And at the same time, it’s quite fascinating to see how some products perform. Again, it’s about finding the perfect balance between what your Maison DNA is and will be.
We are pleasantly happy with the incredible success of the Piaget Polo 79 and the Altiplano Ultimate Concept Tourbillon, the thinnest tourbillon in the world. Both are singular, strong and high-end, both outdid our expectations. So it gives us some elements to think about.
What are some of the opportunities for Piaget now?
There are always a lot of opportunities, everywhere and anywhere you look. Whether it’s in a region, in a boutique, or on a product. You’re never done with the storytelling, the positioning, the conquest. It’s all about staying clear-minded and passionate, and then the doors open.
How do you keep the right balance between watchmaking and jewellery?
Many of today’s leading luxury brands use We naturally do. We are watchmakers who became jewellers, which gives us a unique position and view on both segments. Just like in the past, we still flowy navigate from one to another.
Even in the design team, Stephanie Sivriere, our artistic director, likes to ask her watch designer to work on jewellery and vice versa. We have this 50/50 positioning and we’ll maintain it.
What are some of the challenges for Piaget now? What are you working on next? Keeping this past and present coherence, the resonance of the 150th-anniversary momentum and amplifying it. It’s now been three years since we have implemented this new strategy, but, just like building an icon, it takes time until you remember nothing else but what is visible.
