Piaget Opens First Flagship Boutique at The Avenue

Renowned watchmaking brand Piaget recently opened the doors of its latest location in Etihad Towers’ revered luxury shopping spot, The Avenue. The store marks the brand’s seventh boutique within the GCC. Piaget boutiques continuously blend elements of grace and sophistication; this new one follows the steps of similar stores in Harrods, London and Zurich, Switzerland to become the third new boutique worldwide to feature the brand’s new design concept.

Piaget’s new space spans 156 square metres and has been designed by Christine Querlioz from the renowned Parisian Atelier Sasha. The new architectural concept is imbued with a discreet elegance and pays tribute to the House’s Swiss legacy dating back to 1874. “The opening of the first internal boutique for Piaget in the Middle East is a tremendous challenge. It will bring the brand closer to our end customers and give important feedback on the desires of the local clients,” said Chief Executive Officer of Piaget Philippe-Leopold Metzger. “The Middle east is more than ever a strategic area for Piaget. The vitality of the domestic market and sustained influx of tourists creates a significant potential for expansion.”

Querlioz illuminates the various facets of Piaget by imbuing the space with contrasting materials in gloss and matte emphasized through theatrical lighting to highlight particular pieces. The boutique is designed in black and gold with subtle notes of opgulence recalling the Viennese Secession period such as the facade covered in black, gold and blue Sicis mosaics which welcomes visitors upon entry. The ambiance is at once discreet and luxurious reminding guests of the craftsmanship which Piaget has consistently used to create its high jewellery and watches.