Piaget CEO Chabi Nouri still owns her first watch today: for her, timepieces are more than just a pretty accessory that you strap onto your wrist. They carry a story, are closely linked to emotions and express individuality. In this interview, she tells us what makes Piaget watches so special and why she was fascinated by them as a child.
FACES: Nowadays, everyone has a smartphone that tells you the time. Why do we still wear watches?
Chabi Nouri: It’s definitely not the same for me. Our Piaget watches embody all the craftsmanship and expertise of our watchmakers. A watch carries a story and embodies memories. You have a special emotional connection to a watch, with which you can express your personality and your style!
Q: Why is it worth investing in a Piaget watch?
CN: Watches are not only timeless, they are true artistic creations. Piaget has over 145 years of experience in watchmaking and in creating ultra-thin watch models. Our watches are still made in our workshops: The movements come from La Côte-aux-Fées, our birthplace, and our cases are set and decorated in Geneva, in Plan-Les-Ouates. Our craftsmen have a real passion for watchmaking and you can see that in our watches.
Q: What was your first watch, and do you still own it?
CN: I still own my first watch, as it is associated with many emotions and I cherish the model. I love the fact that Piaget watches are timeless and even 60 years later you can’t tell when they were made. They always have a contemporary look, like the Altiplano or the Limelight Gala. My mother had a Piaget, and even as a child I was fascinated by the uniqueness of this piece with its exceptional, hand-engraved gold bracelet.
Q: Which of Piaget’s new products are particularly close to your heart?
CN: It’s difficult to choose one, but if I have to, I would say the Limelight Gala Precious Rainbow. It is the perfect combination of watchmaking and jewelry. Our biggest challenge with the Limelight Gala Precious Rainbow was sourcing the stone. Finding colored gemstones of this caliber in graduated sizes is not exactly easy. Piaget’s gemologists have searched long and hard for the right pieces with the exact colors, number of carats, cut and purity, which explains why the series is numbered.
Q: What is the most important of your innovations?
CN: This year, everything clearly revolves around the Piaget Polo. We launched the Piaget Polo Skeleton in steel at the beginning of the year and then four new skeletonized models in gold during Watches and Wonders, including two high-jewellery versions with a fully-set movement. These pieces combine two of our specialties: ultra-thin and skeletonized models.
F: Piaget has already created the thinnest watch on the market. How thin can your watches get in the future?
CN: Ten years ago, we didn’t think it was possible to make the entire watch two millimeters thin. The Altiplano Ultimate Concept is a technical masterpiece that presented us with many challenges and questions. This development opened up new technological breakthroughs and opportunities for the future.
Q: What trends do you notice when it comes to watches and wearing timepieces?
CN: We feel that people want to see real craftsmanship and expertise, watches that embody the passion of the craftsmen and watchmakers and tell a story in the process.
Q: How is the watch business currently changing due to Covid, the new Eastern markets and the new generation of young consumers?
CN: This challenging time has definitely made us rethink the way we work, how we engage with our community and how we share our creations. It also gave us the opportunity to significantly accelerate the development of our digital platforms. An even stronger digital presence is a good way to get in touch with a broader and younger audience.
F: Sustainability and second-hand are currently big words in the fashion industry. What should you pay particular attention to when buying a second-hand Piaget watch?
CN: When buying a used and especially a vintage Piaget watch, you must make sure that it is an authentic Piaget timepiece that has not been modified. As Piaget is an expert in ultra-thin watches, you might prefer to buy an ultra-thin mechanical movement, such as the mechanical 9P or the automatic 12P, which were record-breaking movements in their day. Piaget’s long-standing expertise also includes working with gold, as well as the use of ornamental stones and gemstones. These elements are important criteria for an iconic vintage Piaget piece! Buying a second-hand Piaget watch means buying a watch that comes from a historic manufacture in La Côte-aux-Fées that still produces its own movements. These workshops also have a special team dedicated to the restoration of Piaget watches and calibers from all eras.
You can find all new Piaget products here.
