During a press conference held recently in Beijing, Piaget CEO Philippe Léopold-Metzger announced the brand’s newly instated cooperation with Maggie Cheung. The actress, who has already appeared in more than 70 films, will represent the brand worldwide, lending her natural charm and sophistication to the legendary distinction of the watchmaker-jeweller – an association that seems all the more legitimate in that the destinies of these two stars appear to have followed the same paths.

While Piaget and Maggie Cheung were born almost a century apart, each of their talents initially blossomed in a gentle and discreet manner. From a family business born in the tiny Swiss village of La Côtes-aux-Fées, and an uneventful childhood, two exceptional destinies began to take shape. One striking metamorphosis would see the emergence of a worldwide brand distinguished by boundless creativity; and another that of a style icon who was first a fashion model before becoming an internationally acclaimed actress.

Founded in 1874, the House of Piaget was initially dedicated to the production of high-end movements for the most prestigious brands, until its momentous decision in 1940 to register the brand name and to thus place its own signature on the watches it produced. From that point on, the brand’s innovative spirit found ample scope for expression in both technical and aesthetic terms. Piaget became the master of ultra-thin movements with its 9P and 12P calibres launched in the 1950s; and asserted itself as the reference in jewellery-watches imbued with a unique aura of refined extravagance. Such perseverance, inventiveness and abundant creativity met with well-justified success and soon earned the brand an international reputation that it has constantly nurtured and developed ever since.


Piaget Ambassador Maggie Cheung photographed by Patrick Demarchelier.


Like Piaget, Maggie Cheung took her destiny in hand. When at the age of 18 she left the United Kingdom where she had grown up to return to her native city of Hong Kong, this relocation marked the start of a spectacular transformation. The fashion model turned actress was soon in demand for one film after another, steadily becoming a must-see movie star in the process. Her fame quickly spread well beyond Asia and in 1992 the Berlin Film Festival awarded her the Best Actress “Silver Bear” award for her role in Stanley Kwan’s Centre Stage. Wong Kar Wai propelled her to worldwide acclaim for her talented performance in his film In the Mood for Love. In 2004, her role in Clean by Olivier Assayas earned her the Best Actress award at the Cannes Film Festival.

The paths of Piaget and Maggie Cheung now cross in Beijing, a symbolic city for both. Beijing is the entrance gate to the market that has most significantly contributed to Piaget’s development over the past 15 years. The brand has three boutiques there, 13 on Chinese territory, 36 in Asia, and harbours some ambitious expansion projects. A cosmopolitan figure equally at home in Paris, London and Hong Kong, Maggie Cheung is particularly attached to Beijing, where she has also taken up residence. The Chinese capital is a place of contrasts, a place where tradition and modernity meet and mingle in a subtle alchemist’s blend of the exact same kind that gives such inimitable strength to Piaget’s creations and such heartfelt aptness to Maggie Cheung’s acting performances.






Piaget Asia Brand Manager Dimitri Gouten, Master of Ceremony, Piaget Amabassaor Maggie Cheung and Piaget CEO Philippe Léopold- Metzger


Such an array of common denominators meant that Piaget and Maggie Cheung were bound to meet at some point. She was the obvious choice for Philippe Léopold-Metzger who was seeking to “embody” the brand in a more personal way: “She’s exactly the right person for Piaget: cosmopolitan, distinguished, exclusive. She has style and the perfect combination of modern and traditional facets. A genuine personality.”

To which Cheung replies, “I am deeply honoured to be considered as a ‘perfect match’ for Piaget. I have always admired the ‘extreme’ characters of this brand… It embodies elegance and perfection but does not forget to be audacious and inventive. I am sure this will be a truly beautiful relationship!”


Exhibition of Maggie Cheung photographed by Patrick Demarchelier at the Ullens Center for Contemporary Art


Art lies at the core of the destinies of both Piaget and Maggie Cheung. Art also presided over their encounter. A master of lighting and portraits, photographer Patrick Demarchelier has shot a stunning series of photos of the actress wearing Piaget creations. Under the lens of this international reference in the world of fashion photography, Maggie Cheung played skilfully on her multi-faceted sensual, mysterious and unpredictable personality to highlight the brand’s creations. Piaget quite appropriately chose the Ullens Centre for Contemporary Art, a major venue on the Asian artistic scene, to officially announce its association with Maggie Cheung as Brand International Ambassador.


Source: Piaget
www.piaget.com