Chinese actress Gong Li is the face of Piaget’s collections for young, independent women.
Before her appearance at the Met Gala in New York as a co-host of the event, Gong Li was in Beijing to debut watchmaker and jeweler Piaget’s Limelight Gala collection, reports asiaone.
First launched in 2013, the Gala collection takes its cues from Piaget’s heritage pieces of the 1960s. The collection features watches with asymmetrical faces set with diamonds and gold in Piaget’s ultra-thin style, a signature style of the brand’s watches of the 1950s and 1960s.
“This is very much in line with what Piaget is and what we want to offer to the customers. There is a daring part in the design, different from the oval or round shapes. It’s both a traditional and young watch,” said Piaget China managing director Thomas Bouillonnec.
Gong Li has officially been a brand ambassador for Piaget since 2013, but with luxury spending slowing, especially in China, the company has branched out into jewelry and is renewing its focus on its women’s collections.
“Historically, we are a watch business. Now we want to be stronger on jewelry,” said Bouillonnec. “Easy money is not there anymore compared to a few years ago in China. But it’s also a super interesting moment. You have to fight to meet your customers.”
Bouillonnec added, “Before, the market in China was much more male-focused. Now it’s more balanced. The ladies today are very important. They are buying for themselves.”
In order to attract new customers, Piaget plans to focus on improving the in-store experience, as well as limiting the number of boutiques and distributors to retain exclusivity for its high-end clientele.
image credit: piaget