Benjamin Comar: “We Believe the Public is Ready for Bold Brands Like Piaget”

From La Côte-aux-Fées to the Côte d'Azur, the leap may seem small. Despite their seemingly contrasting cultures, style and glamour transcend differences, intertwining effortlessly. This vision was first imagined by Valentin Piaget, the grandson of founder Georges-Edouard Piaget (1874), in the mid-20th century. This philosophy, or rather, the 1960s lifestyle, was swiftly adopted by his nephew, Yves Piaget. Now, more than 70 years later, Benjamin Comar is rekindling that spirit. With a long career in luxury—at Cartier, Dunhill, S.T. Dupont, Chanel, Repossi, and now Piaget since June 1, 2021—Comar arrived at Piaget during the peak of the COVID-19 pandemic. His initial focus was on repositioning the brand, followed by the revival of the Piaget Society, a unique embodiment of glamour represented by figures who defined their era, from Warhol to Elizabeth Taylor, Jacqueline Onassis Kennedy to Ursula Andress. The challenge now is to recapture that momentum and entice trendsetters to once again be charmed by the brand.

Piaget is celebrating its 150th anniversary this year. In your view, what are the three key moments in the brand's history that would help those unfamiliar with it understand its essence?

First, Piaget’s ability to innovate and produce ultra-thin mechanical watch movements ignited creativity and watch design. The brand’s cuffs and sautoir necklaces have left a lasting mark. Piaget has never sought to be categorized as traditional; instead, with Valentin Piaget, the brand embraced the defining identities of each era. The 1960s, for example, were a time of immense joy and creativity. Open-mindedness was at its peak, with designers leaving the workshops of La Côte-aux-Fées to draw inspiration from Paris fashion shows, street culture, and the latest trends in the capital. Piaget approached jewelry design much like a fashion designer would, focusing on how pieces drape and move. This approach was unique and foundational to Piaget. Of course, there’s the Polo watch. In 1979, it was the first watch to be given a proper name—a sport watch conceived as a piece of jewelry.

You’ve been at the helm of Piaget since June 1, 2021, and have just passed the three-year milestone in the role. If you had to choose three key moments in your personal connection with the brand, what would they be?

Meeting Yves Piaget, without a doubt. During our first lunch, I was deeply moved. He recounted the tremendous energy he invested in making Piaget a distinctive brand with an immensely creative heritage. He told me, "Piaget is a journey from La Côte-aux-Fées to the Côte d'Azur." It’s a blend of precision and glamour. My first visit to the Piaget manufacture was also very impactful. I took over the brand during the height of COVID-19 and discovered a spirit that was determined, passionate, and creative. Celebrating Piaget’s 150th anniversary this year is certainly the most significant moment. It marks the beginning of our strategy’s implementation.