[Interview] Piaget CEO Benjamin Comer

Benjamin Comer, the new CEO of Piaget, has brought success to the high jewelry divisions of Cartier, Chanel, and Repossi. How will he lead Piaget, which is also a watchmaker?

Our strengths are refinement, elegance and extra elegance

Benjamin Comer
Born in France in 1969, he is currently CEO of Piaget. After starting his career at Cartier in 1992, he was in charge of Chanel's high jewelry division, where he significantly expanded the lineup. His skills led to his appointment as CEO of Repossi in 2017, and he has held his current position since June 2021. He has successfully shifted the business from a China-focused one to a local one. Having created iconic jewelry for various companies, he now focuses on Piaget's classic masterpieces.

"The jewelry division is doing very well. It's important to strike a balance between watches and fine jewelry. When it comes to watches, Piaget plans to expand into various segments, not just focus on thinness. We respect our competitors, but we don't need to be afraid of them. They will actually help us expand our limits." Although it's difficult to ask him about his future plans as he has only just taken up the position, he gave us some hints.

"Piaget's values ​​are rooted in refinement and elegance. We have made very elegant watches in the Vallée de Joux up until now. We are also extravaganza (freedom without being bound by style or structure). For example, watches with hard stone dials. That is why we coined the word 'extra eleganza' to express our unique strength." Extra eleganza, in Japanese, means limitless freedom and elegance. Needless to say, the driving force behind Piaget's watch division is the sporty watch, the Piaget Polo.

"The Polo is Piaget's first sports watch, and it's a very strong and complete line. I think it's the best of Piaget. It's not just stainless steel, it's also available in gold, with skeletonized models, and both men's and women's models. However, this is not the final product, and we will be adding new products every year."

　With men's jewellery watches gaining popularity, does Piaget have any plans to enter the market in earnest?

"The segment that combines jewelry and watches is an interesting one for Piaget. We already have a Possession collection, and last September we created a Possession jewelry watch. However, we have not yet decided whether to launch a special line."

　What's interesting is his thoughts on online sales. He didn't share the details, but he seems to have a clear idea.

"I think online means freedom. When I was in Japan, there were vending machines next to convenience stores. You can buy things at the register or from a vending machine, so that's freedom, right? But when it comes to online, I think we need to provide the same level of service as offline. So how do we do that? I think the only way is to receive feedback from customers and have open discussions."