Piaget, the illustrious watchmaking brand, recently opened its doors to its latest, exquisite boutique in the GCC. This new boutique for the watchmaker is located at Avenue at Etihad Towers, in the heart of the vibrant city of Abu Dhabi, and it becomes the seventh boutique for Piaget across the GCC. While Piaget’s boutiques have always echoed the brand’s blend of grace and sophistication, this one goes a step further as it follows in the footsteps of Harrods in London and also of Zurich, Switzerland to become the third new boutique worldwide to open with Piaget’s latest architectural concept. Spanning 156 square metres, Piaget’s new architectural identity has been created by Christine Querlioz from Paris’ renowned “Atelier Sasha,” who is credited with covering the design and implementation of concepts for numerous prestigious clients in addition to Piaget. Conveying a discreet elegance that is sensed rather than seen, the new architecture pays tribute to the rich Swiss identity and legacy of the brand that has made it an inimitable signature in Haute Horlogerie and Haute Joaillerie since 1874.
Mr. Philippe-Leopold Metzger, Chief Executive Officer of Piaget, highlighted the importance of its newest boutique in the Middle East market for the brand: «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 very important feedback on the desires of the local clients.
The Middle East is more than ever a strategic area for Piaget. The vitality of the domestic market and the sustained influx of tourists creates a significant potential for expansion. »
Devoted to constantly revolutionizing and diversifying their creations with their know-how, expertise and style, the new architectural design of Piaget’s boutiques embody similar values. Christine Querlioz’s new concept is an invitation to embark on an evocative journey through the Piaget universe. Illuminating the assorted facets of Piaget, contrasting materials in gloss and matte have been accented with theatrical lighting on exceptional pieces. Dressed in black and gold, with subtle touches of opulence inspired by the Viennese Secession period, the new architectural concept intensifies a feeling of preciousness and of the meticulous care lavished on the creation of each piece. True to Piaget’s spirit of openness and hospitality, the boutique’s new architecture invites visitors to look through its great bay windows and to push open the door in order to discover the manufacture’s treasures. On the floor, a path made of black stones is framed by natural parquet and a soft, warm light leads to an iconic piece of furniture featuring a pearly lacquered puzzle-work motif, where the most exceptional pieces are presented.
A luxurious ambiance abounds as a façade that is covered in black, gold and blue Sicis mosaics welcomes visitors with a human touch of ingenuity and a reminder of the value of craftsmanship that rarely exists today. The harmonious combination of lightness and clarity in Piaget’s new architectural design highlights the alliance and distinctive nature of Haute Horlogerie and Haute Joaillerie, two skills that Piaget has acquired and mastered.
The latest Piaget boutique’s dwelling at a location such as Avenue at Etihad Towers is truly an ideal combination of magnificence and extravagance. Spread over two levels, Avenue at Etihad Towers brings to Abu Dhabi a new dimension of high-end, luxury retail with an array of prestigious international brands presented. It serves as the preferred shopping destination for enthusiasts of unique luxury items. Adding a further touch of stylishness and sophistication to Avenue at Etihad Towers, the new Piaget boutique is a true experience to behold and an epitome of grace and elegance.
The stunning boutique follows the brand’s new architectural design created by Christine Querlioz
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