The Maison Piaget Unveils a New Global Brand Campaign
Photographers Mert & Marcus capture the daring and alluring world of Piaget in a print and digital campaign starring International Top Model Doutzen Kroes
This campaign introduces the Piaget woman, a high-spirited woman. Wherever she goes, the Piaget woman embraces the energy of the sun and the liberating joy that comes from cheerful moments. To reconnect with her, destinations of choice are the most exquisite places like Palm Beach, Monaco or Palm Springs.
In this new campaign shot by famous fashion photographers Mert & Marcus, model Doutzen Kroes incarnates the Piaget woman: beautiful, luminous and feminine. Her unique style is exuded by her bold personality as she wears the radiant Piaget watch and Jewellery creations that embody her life philosophy: to always walk on the Sunny Side of Life.
Known for their powerful images and their intense colourful photography, Mert & Marcus have turned this philosophy into a seductive invitation to experience the Piaget art-de-vivre. Starring alongside radiant and charismatic Piaget creations, the free-spirited Doutzen Kroes is the muse of Ibiza. Through the lens of the dynamic photographic duo, this new campaign is a celebration of life lived to the fullest in one of the most unforgettable places in the world.
“Mert & Marcus’s bold approach to their art which mirrors Piaget’s own free spirit and desire to always surpass itself with daring creativity,” explains Chabi Nouri, Piaget CEO. “Their complete mastery of light enables them to articulate the Sunny Side of Life, and convey the experience of living by this philosophy with intense emotion and colour.
“It was an honour to work with such a brand as Piaget,” explain Mert & Marcus. “We have been big fans of their audacious design and their heritage for many years. Working with Doutzen and being under the sun with both her and Piaget was magical. Ibiza is also such a special place to us and there could not be a better fit for this campaign.”
“Freedom is such an important value to me and one I share with Piaget. Whether freedom of thought, of style or expression, this value has been magnificently brought to life through the lens of Mert & Marcus, as a woman free to be herself and express herself in her own unforgettable magical paradise,” says Doutzen Kroes.
Shot on location at Casa Kaya in Ibiza, a campaign film captures the spirit of the life in this luxuriant universe, following a playful and blissful Doutzen and her companion Jason Morganfrom morning to night, as theyenjoy a poolside moment, overlooking the ocean cliffs, and a night of fun. They are part of the Piaget Society, a group of pleasure-seekers thatshare a common love of beauty. Together, they will let themselves be seduced by a life punctuated by radiant moments in this captivating island.