The House of Piaget receives an award for creativity
The famous Watch of the Year award ceremony took place on October 26, during which French Swiss magazine Montres Passion, which belongs to the Ringier Group, rewards watchmaking houses for their creativity and innovations both in terms of new products as well as brand image.
Piaget shone at the prize-giving, winning the Watchmaking Campaign of the Year award in the Film/Cyber Category with the film titled Dragon & Phoenix.
It has been impossible to ignore the dragon during 2012. To celebrate it in the best way possible, Piaget conceived and designed a collection comprising over 20 lyrical and precious creations that highlight a range of rare skills. More than 40 professions were indeed involved in giving life to the emblematic Dragon and Phoenix.
Gold engraving and sculpting, along with champlevé, miniature and grand feu enamelling, all reveal the artistry of ancestral crafts dedicated to watchmaking.
To convey the vibrancy of this exceptional collection, the House of Piaget and the “Le Truc” agency worked together to create a story that refers to the legend of the Dragon and the Phoenix. In a gentle dance performed to the tune of violins, these animals bring watchmaking products to life with a delightful blend of refinement and simplicity.
Ringier’s management paid tribute to a “strong history” and “great creativity”. This is a movie that should be seen in 3D to fully appreciate the depth of this wonderful world.