The design evolution of an iconic item: Possession Piaget

In the early ‘90’s Piaget, the jewellery and watches Maison, launches Possession ring. These are the years where gold jewellery goes through a great revival, consumers appreciate gold for its volume and wearability and Piaget, thanks to Possession, has a great intuition: the addition of movement to one of the gold bands.

Text Donatella Zappieri

In the early ‘90’s Piaget, the jewellery and watches Maison, launches Possession ring.

These are the years where gold jewellery goes through a great revival, consumers appreciate gold for its volume and wearability and Piaget, thanks to Possession, has a great intuition: the addition of movement to one of the gold bands.

The overall idea is to “feel “ the strength of the golden volume but at the same time adding movement, synonymous of a gesture so typical of feminine clientele.

The ring immediately marks a great success for the Maison  and becomes an iconic item, soon evolved into a watch.

Throughout the years, the challenge is to keep the strength of the iconic item and make it contemporary, following consumers’ taste evolution.

After the ‘90’s, characterized by the minimalism of “one item only”, here comes the 21st century with the research for opulence, the stone glamour and the wide usage of pavé setting.

Possession is turned into a new allure and is launched with the rotating band in diamond pavé.

The Maison creative direction keeps the idea of movement but adds the new twist thanks to the richness of diamonds and precious stones.

Possession collection remains a must have in Piaget assortment and in these days is revamped with a new evolution, launched on a worldwide level. The new Possession line holds tightly to the idea of movement – “Turn and the world is yours”- further enhancing the concept of gestures that characterize contemporary women today, a movement that expresses the memory of nice moments as well as the rituality of every day life.

The volumes of this new collection are made thinner compared to the first ring in the ‘90’s and follow the new trends in fashion and life style. Rigid open bangles, chain bracelets and small bands in an overall mood that enhances and welcomes stackability, interchangeability and personalisation.

With the launch of this new collection, Piaget succeeds in the often complicated challenge to give the right allure to an iconic item which represents every Maison imaginary, hence needs to be made new according to the “air du temps”, the change into consumers’ taste and habits, always finding a new freshness and contemporarily.

 

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The Author

Donatella Zappieri

With the experience of thirty years in jewellery and luxury goods, Donatella has gained the skills and knowledge that facilitate her as a reliable freelance consultant today. She currently owns her studio in Luxury Goods Strategic Consultancy and supports companies in starting up their jewellery lines and repositioning themselves with a fresh approach in the luxury market and a 360° approach.She teaches at various Universities in Milan and Geneva and is member of the Professional Faculty at Sda Bocconi University.She also writes for Italian jewelry magazines such as VO+, Orafo Italiano, Il Tarì and Man in Town and has her own magazine. www.donatellazappieri.it