“Now is the winter of our discontent
Made glorious summer by this sun of York”
Piaget’s Possession advertising campaign emphasises hot summer vibes with supermodel and Brand ambassador Doutzen Kroes wearing the jewellery in Ibiza.
It’s part of an image re-positioning at Piaget to evoke sunny days. The latest Possession campaign was shot in Ibiza by the renown digital manipulation photography duo Mert Alas and Marcus Piggott.
We sense a shift in emphasis by the new lady at the top of Piaget — CEO Chabi Nouri — who is pushing playful jewels and jewellery watches for ladies more than before.
After a period of discontent with sales at Piaget, the CEO was replaced last April to turn around its fortunes.
The Piaget Possession collection, with its ‘spinning rings’, has always projected the brand’s lighter, playful side. “Turn and the world is yours,” is the message on the promotional videos.
Doutzen Kroes shows off the latest designs that conform to the spirit of Possession. Pink gold bangles are set with diamonds and accented with coloured stones. The cabochons are red carnelian, green malachite, moody turquoise, deep blue lapis lazuli, or intense black onyx — and, of course, you can mix and match the bangles.
For more sparkle, you can opt for a pink gold bangle without coloured stones and is embellished instead with more than a thousand diamonds.
Possession Necklace Pendants
Possession rings are reinterpreted as necklace pendants. One design is a gold ring wrapped around a coloured ornamental stone. Even as a pendant, the ring has the collection’s famous spinning mechanism.
Another pendant features a sphere with an upper half of diamond-set pink gold and a lower half of ornamental coloured stone. The effect is of a globe split into two halves, with a ring around the equator. The palm chain can be worn either as a sautoir of two different lengths or as a version that wraps around the neck.
Piaget Possession watch in 18K pink gold with 21 brilliant-cut diamonds, 56P quartz movement and interchangeable lapis lazuli strap provides ease of use, without the need for repeated winding and time setting adjustment of mechanical movements.
The Possession collection was created in 1990 and Piaget as a jewellery brand has always emphasised colour in its pieces. You don’t need to wait until summer to get your hands on the latest Possession rings, bracelets, watches and pendants.
In fact, with such colourful pieces, you don’t even need sunny days to look and “be made glorious summer” either.
VIDEO Piaget Possession
Formerly known for its ultra thin, world record beating or complicated mechanical watches for men, the emphasis has changed at Piaget favouring easier to sell ‘Ladies Jewelry and Watches’.
Author’s Biography: Melvyn Teillol-Foo (MTF)
Dr Melvyn Teillol-Foo is a contributor on AlphaLuxe web-zine.
He is also a moderator on PuristSPro.com horology discussion fora. He blends his scientific medical objectivity from the pharmaceutical industry with purist passion, in his musings about watches, travel, wine, food and other epicurean delights.
His travelogue ‘Lazing’ and feasting ‘Grazing’ series of articles have now passed into “mythic legend” on the original ‘ThePuristS.com’ website. Those were the halcyon days when he was “rich and famous” that he remembers with bittersweet fondness.
Dr Teillol-Foo is a quoted enthusiast on the watch industry, appearing in feature articles and interviews by Wall Street Journal, International Herald Tribune, Sunday Times (London), Chronos (Japan), Citizen Hedonist (France) and other publications. He has authored articles for magazines like International Watch (iW) – both U.S. & Chinese editions, ICON (Singapore), August Man (Singapore), Comfort (China) and The Watch (Hong Kong).