Piaget’s Petronille De Parseval on Commitment to Craftsmanship, Culture, and Innovation in the Middle East
Piaget, the renowned Swiss luxury Maison, has long been a symbol of exceptional craftsmanship, timeless design, and cultural connection. In an exciting collaboration with Abu Dhabi Retail and the Fatima Bint Mohamed Bin Zayed Initiative (FBMI), Piaget continues to deepen its ties with the Middle East, emphasizing cultural exchange and social impact.
The partnership highlights Piaget’s dedication to blending Swiss savoir-faire with local artistry, such as the traditional crafts of Al-Sadu and Talli, and reflects the Maison’s ongoing mission to honor heritage while innovating for the future.
In this exclusive interview with JDEED, Petronille De Parseval, Piaget's Managing Director for the Middle East, Africa and India, shares insights into how this collaboration aligns with Piaget’s broader vision for the region, and the brand's commitment to maintaining relevance through creativity, craftsmanship, and cultural appreciation.
Piaget’s collaboration with Abu Dhabi Retail and the Fatima Bint Mohamed Bin Zayed Initiative highlights a strong emphasis on cultural exchange and social impact. How does Piaget plan to continue integrating local traditions like Al-Sadu and Talli into its global vision for craftsmanship?
Petronille De Parseval (PDP): At Piaget, cultural exchange is deeply ingrained in our approach to craftsmanship and creativity. Collaborating with Abu Dhabi Retail and FBMI has allowed us to connect our Swiss savoir-faire with local artistry such as Al-Sadu and Talli. These crafts, rich in precision, storytelling, and beauty, align perfectly with our values. We are continuously exploring more ways to celebrate local artistry and culture. It’s this combination of heritage and innovation that truly defines Piaget’s vision.
The ‘Essence of Extraleganza’ collection bridges Piaget’s rich history with modern dynamism. How do you ensure that the brand remains relevant to contemporary audiences while honoring its heritage?
PDP: The ‘Essence of Extraleganza’ High Jewelry collection captures modern dynamism, inspired by the artistic freedom of the 1960s and 70s, reflecting Piaget’s bold and joyful spirit. By revisiting iconic creations and reinterpreting them with a contemporary twist, we ensure that Piaget remains relevant to today’s audience. Staying relevant means listening to our clientele’s evolving needs, embracing modernity, and ensuring each piece tells a timeless story that resonates across generations.
'We are continuously exploring more ways to celebrate local artistry and culture.'
Abu Dhabi is increasingly positioning itself as a global hub for luxury. What drew Piaget to choose Abu Dhabi for such a significant milestone celebration, and how does this align with the Maison’s broader strategy in the Middle East?
PDP: Abu Dhabi’s unique identity as a cultural and luxury retail destination made it the perfect setting for Piaget’s 150th-anniversary celebration. Partnering with Abu Dhabi Retail and showcasing our craftsmanship in the heart of the UAE highlights Piaget’s long-standing connection to this region. This milestone reflects our commitment to deepening our ties to the Middle East, reinforcing Abu Dhabi as a premier luxury retail destination.
Piaget’s motto, ‘Always do better than necessary,’ has been central to its identity. How does this philosophy translate into your leadership approach in the Middle East, India, and Turkey markets?
PDP: “Always do better than necessary” is more than just a motto—it’s our mindset. It drives every aspect of our work, pushing us to set high standards for creativity, craftsmanship, and client engagement. This philosophy encourages us to create unique experiences, forge local partnerships, and celebrate regional artistry and culture. We continually tailor our approach to suit the unique nature of each market, striving to build long-lasting connections.
High jewelry often tells a story. What narrative or inspiration lies behind the ‘Essence of Extraleganza’ collection, and how does it resonate with Piaget’s journey over the past 150 years?
PDP: The ‘Essence of Extraleganza’ collection celebrates boldness, extravagance, elegance, creativity, and artistry—values that define Piaget’s DNA. It is a fusion of past and present, drawing inspiration from our iconic 1960s and 70s designs, while incorporating a modern edge. Each piece is a tribute to Piaget’s 150-year legacy, marking our ongoing journey of innovation while honoring our roots. This collection serves as a vision for the future of luxury and craftsmanship.
More on Piaget.com
