Piaget

Piaget was founded in 1874 in the village of La Côte-aux-Fées, in the Swiss Jura Mountains, by Georges-Édouard Piaget, a farmer who built pocket watches during the winter for extra money. In 1911, Timothée Piaget, the son of Georges, took over the family firm and made the timepiece business a full-time endeavour. Its watches were built for other companies who placed their name on the timepieces. The founder’s grandsons, Gérald and Valentin Piaget, registered the Piaget brand as a trademark in 1943. Two years later, a new, larger manufacture was set up, in at La Côte-aux-Fées, producing its own creations and the family name became an international brand. In the late 1950s, the company began creating some of the thinnest watches in the world. In 1959, the first "Salon Piaget" was launched in Geneva. Expanding their business by displaying the first of Piaget's luxury jewellery creations, alongside their timepieces. Geneva became home to Piaget's goldsmithing and gem-setting workshops.

Valentin Piaget asked the Maison's designers to "do what has never been done before." This instruction was followed in 1963 when the first watches with ornamental stones set into the dial were released. This was explored further with the colourful "21st Century Collection".

Their glamorous and daring designs attracted the attention of some of the brightest stars of the time like Jackie Kennedy, Elizabeth Taylor, and Sophia Loren. Piaget’s display of artistry laid the foundations for collaborations with artists, beginning with Salvador Dalí in 1967.

Piaget became synonymous with elegance, luxury and "beautiful people" under the 4th generation of the family with Yves Piaget. Piaget events became the place to be. The relaxed elegance of the time was crafted in gold in 1979 with the Piaget Polo watch, tying the brand to Polo, the sport of kings.

In 2001 Piaget opened a new Atelier in Plan-les-Ouates. The company dramatically increased its jewellery business in the past 15 to 20 years. Their jewellery collections now account for more than a third of total sales for the company. Piaget, now owned by the Richemont luxury holding company, is still a family name. Yves Piaget, the chairman has been present for the last 50 years of the company’s history.

Thanks to the Piaget website and Forbes Magazine

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