At the Watches and Wonders fair in Geneva, Piaget stands out by unveiling the Sixtie, a small trapezoid bracelet watch that draws inspiration from its late 1960s designs. This comes as other luxury brands consolidate around classic models due to declining sales. Piaget's CEO, Benjamin Comar, believes this distinctive watch will draw new customers to the brand. Artistic Director Stephanie Sivriere likens it to the Andy Warhol watch, presenting a vintage-inspired couple set. The launch aims to maintain the momentum from last year's 150th anniversary and re-engage consumers with Piaget's heritage.
At the annual Watches and Wonders fair in Geneva this week, few brands are expected to introduce new designs. Luxury watchmakers recently have been consolidating collections around classics, reducing the number of models and focusing on best-selling ones. Some analysts have called it a flight to quality as the industry battles declining sales.
Piaget plans to introduce Sixtie, a small trapezoid bracelet watch inspired by a design from the late 1960s. Chief Executive Benjamin Comar believes its unconventional shape will attract new buyers.
Stephanie Sivriere, Piaget's artistic director, described the Sixtie as the little sister of the Andy Warhol watch, referencing the larger piece that Piaget reintroduced as a low-volume collectible.
Mr. Comar noted that it was a good year for Piaget in connecting with customers about the brand's identity, culture, and history, which he felt had been forgotten.
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