Piaget celebrates 25 years of the Possession range with fun new styles, writes Emilie Yabut-razon
ewellery in motion, such as a ring with a rotating band, stackable diamond bangles or interlocking pendants, all come together in Piaget’s spirited take on talisman jewels—pieces created with a person’s good luck and well-being in mind. The company, which launched the original Possession collection in 1990, now presents Possession 3.0, a series that incorporates new rings and bangles. The range includes a simple ring that pairs pink gold and a central diamond, and a gem-set version fully pavéd with five rows of the brilliant-cut diamonds.
Piaget’s brand ambassador, actress and two-time Oscar-nominee Jessica Chastain, will feature in the collection’s coming campaign and has expressed her delight at the new Jessica Chastain wears the latest Possession rings in pink gold with diamonds range. “Ever since I’ve worn rings, I’ve always been the girl that has turned them—and how incredible that these rings are actually designed to turn,” she says.
Chabi Nouri, Piaget’s director of jewellery marketing and communications, says the brand is attuned to the needs of contemporary women living fast-paced lives. “Turning [the jewellery] around is about taking a special moment just for yourself, a time to receive renewed energy,” she says.
Malleable, radiant and non-tarnishing, gold has proven to be the perfect canvas for the three generations of Piaget artisans that have been sculpting intricate jewellery pieces since the 1960s, when the company began creating jewellery to complement its watches. Piaget cultivated the skills needed to produce quality pieces in-house, employing lapidaries, gem cutters and gem setters.
Today, Piaget’s jewellery accounts for more than one-third of the company’s sales. In an era of standardised luxury, where many brands outsource most of the processes involved in the creation of a piece of jewellery, it’s the commitment to promoting and propagating artisanal techniques that makes Piaget stand out.