LOS ANGELES – With the first look at the new Piaget boutique at 465 North Rodeo Drive, an immersive experience begins. The façade shimmers in gold, created to mimic the Milanese Mesh made by Maison’s artisans who weave precious metals into supple bracelets and bands. The larger-than-life interpretation glitters and shines in a unique display, capturing the spirit of Piaget’s spectacular creations. The architectural installation will shine throughout Rodeo Drive, welcoming guests and creating an iconic background for the perfect Instagram post from Beverly Hills.
The next experience guests encounter is the Piaget Digital Mirror, an interactive installation that shares the Piaget story and savoir-faire and invites guests to become an extraordinary creation themselves – turning their reflected silhouette into a luminous form made of gold particles, becoming a work of art that can be printed as a keepsake or shared on social media channels.
As guests continue their journey through the boutique, they will discover an interactive display that invites them to learn more about Piaget and choose a watch to try on. They can interact with the screen using their phone, and can then take a photo with their chosen watch with a special filter to share online.
To celebrate the newest Piaget boutique, a unique high jewellery suite was created for Rodeo Drive. The Magic Hour set shines brightly in sapphires, aquamarines and diamonds, inspired by the shades of blue of the expansive sky that surrounds Beverly Hills, stretching to the Pacific Ocean in one direction and the Hollywood Hills and beyond in the other. The set includes earrings, a spectacular ring and a transformable necklace with diamonds and sapphires. When a hidden clasp is discovered amongst the paved links of the necklace, a section releases and transforms the creation into a bracelet and a shorter necklace bringing Piaget’s creative spirit to life.
The new Piaget boutique will bring together art, music, and personal interactions to deliver luxury retail that is joyful, welcoming and relationship-focused, creating connections through personal touchpoints and experiences.
Art will be a special focus as Piaget has a long history of working with artists and celebrating creativity. The Maison’s first collaboration began in 1967 with Salvador Dali, creating a watch and jewellery collection around his famed Dali d’Or coins. Yves Piaget made many other connections in the modern art world, including a friendship with Andy Warhol. “I wanted to show that our watches and jewellery are real works of art and that the people who make them are real artists,” Mr Piaget once said, explaining his connections to the art world.
As part of an ongoing program of experiences and exhibits, the Rodeo Drive boutique will open with a curated art series in partnership with RAD, a female-founded agency that brings together creative talent with brands to make authentic content for a cause. There will be three installations in 2022, the first featuring modern pop artist Alia Penner, debuting on March 10th and on display through May. Inspired by Piaget’s signature colours of blue and gold, Penner created colourful paintings with shimmering gold and a homage to the glamorous history of Los Angeles with images of iconic silent film stars. Penner’s art creates fantastic worlds of hypnotic colour and dreaminess, inspired by the 60s and 70s, and is reminiscent of a famous colourful pop art Piaget ad campaign created by legendary photographer and designer Willy Rizzo in 1967. Penner has also used her artistic vision in set design, photography, directing and creative direction. She has exhibited her art around the world with shows in Los Angeles, New York, Japan, London, Paris and Hong Kong.
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Jewelry Set and Watch Celebrate the Beauty of the Los Angeles Sky with Sapphires, Aquamarines and Diamonds
With the first look at the new Piaget Salon on Rodeo Drive, an immersive experience begins. The façade shimmers in gold, created to mimic the signature Palace Décor made by artisans who hand engrave gold and platinum jewellery and watches, creating shimmering, seamless patterns that are instantly recognizable as Piaget. The larger-than-life interpretation glitters and shines in a unique display, capturing the spirit of Piaget’s spectacular creations. The architectural installation will shine throughout Rodeo Drive, welcoming visitors and creating an iconic background for a souvenir image of Beverly Hills.
From the early days of Hollywood glamour to now, Beverly Hills has drawn people from around the world to enjoy the warm sun and blue skies in an idyllic location between the city and the sea. Amidst a rare array of remarkable jewellery creations that are showcased in the new boutique, an exclusive high jewellery set, inspired by the beauty of the Southern California sky, will celebrate the spirit that makes Los Angeles unique.
Magic Hour Set
The Magic Hour set shines brightly in sapphires, aquamarines and diamonds, inspired by the shades of blue of the expansive sky that surrounds Beverly Hills, stretching to the Pacific Ocean in one direction and the Hollywood Hills and beyond in the other.
With white diamonds and various shades of sapphires in a gradation from light blue to dark blue, the Magic Hour set replicates the colours of the sky as the sun dips behind the horizon – a time often called the magic hour for its celestial beauty. Thoroughly modern in design, the set is also a nod to Piaget’s history, celebrating a mastery of turning gold into a multitude of unique chains since the 1960s. In the “Ateliers de l’Extraordinaire” rare skills continue to be handed down from generation to generation, honed to perfection over decades of goldsmithing, watchmaking and gem-setting.
Consistent with the California spirit of pushing boundaries, Piaget is breaking the traditional codes of High Jewelry with the use of titanium. The innovative metal is light and creates a second skin effect when worn. The titanium has also been treated to have a subtle gradient of blue, intensifying the colours of the sapphires.
The suite includes a transformable necklace that brings Piaget’s creative spirit to life. When a hidden secret clasp is discovered amongst the paved links, a section is released that transforms the creation into a bracelet or a shorter necklace. The titanium necklace is set with 973 brilliant-cut diamonds and more than 2,200 round-cut sapphires in a gradation of three shades.
Piaget artisans spent 350 hours perfecting the necklace. Gorgeous earrings echo the link design of the necklace and a ring completes the look. Each earring features a stunning cushion-cut aquamarine – approximately 4.14 and 4.10 carats – while 267 round-cut blue sapphires and 165 brilliant-cut diamonds adorn the links. A perfect complement to the earrings, a statement ring is set with a 5.46-carat cushion-cut aquamarine, surrounded by 52 brilliant-cut diamonds and 155 round-cut blue sapphires. The soft blue colour of the aquamarines is a reminder of the last bright light that shines in the sky, just after the sun goes down.
California Lights Cuff Watch
As Piaget is globally renowned for spectacular watches, the exclusive set for Rodeo Drive would not be complete without a unique high jewellery watch creation. Cuff watches are one of Piaget’s iconic signatures, paying tribute to Maison’s legacy of creativity and playful designs. The California Lights Cuff Watch combines shades of blue with highlights of green in a palette of black opals, diamonds, blue sapphires and emeralds. In 18K white gold, it is set with a black opal dial that is surrounded by 22 marquise-cut blue sapphires, 8 marquise-cut emeralds, 7 marquise-cut black opals and 269 brilliant-cut diamonds.
The exclusive set will be showcased in the new Piaget Salon on Rodeo Drive, a dazzling space that will offer the perfect home for these unique creations. The boutique will also include experiential installations that immerse guests in joy and beauty – the first series will be curated by RAD, a female-founded company that brings together art and cause with installations and events that are culturally relevant and benefit important causes. Rooted in advocacy for principles that matter today, the series of three thought-provoking exhibits will run through 2022.
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About Piaget
Piaget epitomizes daring creativity – a quality that has continued to permeate through the Maison since its beginnings in 1874. From his first workshop in La Côte-aux-Fées, Georges-Edouard Piaget devoted himself to crafting high-precision movements in a feat that formed the very foundations of our pioneering name. In the late 1950s, Piaget unveiled the ultra-thin movements that would later become the Maison’s trademark and the cornerstone of the Altiplano collection. As a true innovator of the watch and jewellery world, Piaget strongly believed in creativity and artistic values. It is within the walls of our “Ateliers de l’Extraordinaire” where master artisans continue to harness rare skills that have been preserved and perfected from generation to generation, transforming gold, stones and precious gems into dazzling works of art. Through its pursuit of masterful craftsmanship, the Maison has created emblems of daring excellence channeled into its collections including Altiplano, Piaget Polo, Limelight Gala, Possession, Piaget Sunlight, Piaget Rose and Extremely Piaget.