Read Our Latest White Paper “The New Luxury Brand Playbook” for 2024. Download here Download here

Piaget Partners With Charismatic Chinese Ambassador In New Film

September 17, 2018

By SARAH RAMIREZ

Swiss jeweler Piaget is appealing to luxury consumers from China with an elegant, action-packed film starring one of the country’s most famous actors.

In a bid for broader appeal, the new campaign for Piaget’s Altiplano timepiece collection is a dialogue-free narrative starring actor Hu Ge. The Chinese market is becoming of increasing importance to luxury brands, particularly to Swiss jewelers and watchmakers.

“The spot certainly does the job of checking all the needed boxes for communicating a heritage luxury brand — refined taste and intelligence, a global lifestyle setting and sophisticated sensuality — but goes a bit further with the casting of Chinese actor Hu Ge as the central figure,” said Daymon Bruck, CCO and partner at The O Group, Seattle. “It’s a bit of a risk if this campaign was not intended for the Asian market exclusively, but it pays off in helping to shift Piaget’s appeal towards a younger international audience everywhere.”

Mr. Bruck is not affiliated with Piaget, but agreed to comment as an industry expert. Piagetwas reached for comment.

ACTION ADVENTURE

With an engaging storyline, upbeat soundtrack and waterfront setting, the new Piaget film is already appealing to wide audiences, even without considering Mr. Ge’s starring role.

Mr. Ge is one of China’s most popular actors and has also appeared in campaigns for Emporio Armani and Chanel.

Piaget Altiplano starring Hu Ge

The campaign film begins with two different threads. In the first, Mr. Gee is walking down a dock while wearing a tailored beige suit, and in the second, he is practicing chess while wearing a relaxed blue button-down shirt.

Mr. Ge drives a small speedboat out to a yacht, where he meets another man. As his rival sets up some drinks and a chessboard, Mr. Gee flashes back to his earlier preparation.

Back aboard the yacht, Mr. Ge wins the chess game and the men celebrate with a toast. He departs back home on his speedboat, and later greets guests at the dock during dusk.

When Is The Right Time To Get Started?

As a New York City luxury marketing agency, The O Group has been building legendary brands for the past 35 years across the entire luxury sector including hospitality, home products and materials, fashion, luxury jewelry, fine spirits, food and wine. From our proprietary brand positioning and strategy to crafting essential creative assets needed for brand marketing and digital content, we collaborate with our clients on every part of their brand creation and experience. Our proven process has built a reputation for developing luxury branding that is disruptive, highly desirable and uniquely differentiated.