Piaget Possession: Turn and the World is Yours

05/01/2018
Melvyn Teillol-Foo

“Now is the winter of our discontent
Made glorious summer by this sun of York”

Piaget Possession pieces on Doutzen Kroes

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.

Doutzen Kroes in Ibiza

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.

Piaget Possession collection

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.

 

Possession Bangles

Doutzen Kroes shows off the latest designs

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.

Piaget Possession bangles in pink gold studded with diamonds and gemstones

 

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.

Possession necklace in 18K pink gold set with brilliant-cut diamond and carmelian cabochons

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.

Doutzen Kroes in glorious sunshine

 

Possession Watch

Supermodel & Brand Ambassador Doutzen Kroes wearing Piaget Possession collection

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.

Piaget Possession watch

 

Piaget Possession bangles

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

 

 

 

AlphaLuxe Comment

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).