Editor’s Note
Piaget has announced the appointment of acclaimed South Korean actress Gianna Jun (Jun Ji-hyun) as its newest Global Brand Ambassador. She joins the distinguished Piaget Society, further enhancing the brand’s legacy of elegance and global appeal.
Geneva, Switzerland, April 17, 2025 – Piaget is delighted to announce that renowned South Korean actress Gianna Jun (Jun Ji-hyun) has officially become a Piaget Global Brand Ambassador. She joins other members of the Piaget Society, including Ella Richards, Lee Junho, and Apo Nattawin, in radiating brilliance together.
Benjamin Comar, CEO of Piaget, stated.
Gianna Jun said.
In 1969, Piaget made a remarkable debut at the Basel International Watch and Jewellery Fair with the “21st Century Collection,” formally joining the cultural transformation wave of the 1960s and 70s. In that golden age of creativity, Piaget, with its ingenious design philosophy, endowed jewelry watches with unprecedented new meaning and infused them with a free-spirited, elegant charm. Simultaneously, the fashion world actively explored new ways to express freedom and feminine allure. In that vibrant era, Mr. Yves Piaget, with his unique vision, built a new social circle advocating a joyful lifestyle. It resembled a radiant hall of stars, gathering like-minded artists, musicians, models, actors, and fashion designers. Celebrities such as Andy Warhol, Elizabeth Taylor, Brooke Shields, Roger Moore, and Ursula Andress met here, where guests were friends, and friends were guests.
Today, Piaget continues to infuse the lifestyle of a new generation with dazzling brilliance. Following in the footsteps of previous luminous celebrities, Gianna Jun, with her unique charm, vividly embodies Piaget’s creatively flourishing artisanal spirit and “diverse forms” design aesthetic. Recently, Piaget grandly presented the new Sixtie Gala collection of jewelry watches at the Watches and Wonders haute horlogerie exhibition. As the latest masterpiece, this collection features a distinctive trapezoidal design, showcasing Piaget’s profound expertise in high watchmaking and exquisite goldsmithing. This new series includes several exquisite watch creations and a high jewelry pendant watch, all adopting a modern design style to reinterpret the bold, luxurious, and dazzling aesthetic of the late 1960s. Among them, the high jewelry pendant watch features a novel white opal dial, adding an extraordinary touch to the overall look.
In early April, Gianna Jun made a stunning appearance at this pinnacle event of the watch world, admiring Piaget’s magnificent timepiece creations up close. Subsequently, she starred in Piaget’s new campaign, wearing a Sixtie Gala watch paired with a gold link pendant watch. Under the lens of photographer Ben Hassett, she showcased the unique style of the trapezoidal-shaped timepiece. This campaign marks the beginning of a new era for Piaget, reinterpreting classic charm with modern flair and continuing the legendary chapter.