The Origins of Piaget: A Family Tradition Since 1874
The history of Piaget begins in the peaceful Swiss village of La Côte-aux-Fées, nestled in the Jura Mountains—Switzerland’s heartland of horology. In 1874, Georges-Édouard Piaget, a native of the canton of Neuchâtel, began handcrafting high-precision watch movements in his farmhouse workshop.
What started as a small-scale operation quickly gained a reputation for excellence. Piaget’s movements were used by other prestigious brands before the company eventually began producing timepieces under its own name.
By the early 20th century, Piaget had become a family-run powerhouse, with Georges-Édouard’s 14 children joining the business. For nearly 70 years, the Piaget family focused on developing their craft, building the foundation for a global luxury brand.
Piaget's Philosophy: When Watchmaking Meets Jewelry
Piaget’s motto, “A watch and a piece of jewelry at once,” encapsulates the brand’s identity. Unlike many traditional watchmakers, Piaget merged horology with fine jewelry, producing pieces that are as beautiful as they are functional.
This approach allowed Piaget to carve out a unique niche in the competitive world of Swiss luxury watches. It’s a philosophy that appeals equally to watch connoisseurs, fashion-forward collectors, and those who appreciate artisanal craftsmanship.
From the very beginning, aesthetic excellence was just as important as mechanical precision. This dual focus continues to define the brand's DNA.
The Breakthrough: Piaget and the Ultra-Thin Movement
One of Piaget’s most significant contributions to Swiss watchmaking is its pioneering work in ultra-thin movements.
In 1957, Piaget unveiled the Caliber 9P, a hand-wound mechanical movement only 2 mm thick. This revolutionary development was followed in 1960 by the Caliber 12P, the world’s thinnest automatic movement at just 2.3 mm thick.
These innovations didn’t just demonstrate technical mastery—they redefined the aesthetics of luxury watches. Ultra-thin watches became synonymous with Piaget and laid the groundwork for the brand’s most iconic line: the Altiplano.
Altiplano Automatic: A Double World Record
In a bold move that reaffirmed its place at the top, Piaget launched the Altiplano Automatic with a case diameter of 43 mm and a thickness of only 5.25 mm—setting dual world records for the world’s thinnest self-winding watch with the thinnest mechanical movement.
This feat captured the attention of collectors and media alike, and solidified Piaget as the leader in ultra-thin watch engineering.
Jewelry Timepieces: From Turquoise to Lapis Lazuli
During the 1960s and 1970s, Piaget embraced the artistic freedom of the era, creating some of the most colorful and expressive luxury watches ever made. The brand began incorporating semi-precious stones into dials, such as:
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Turquoise
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Lapis lazuli
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Onyx
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Tiger’s eye
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Malachite
These hardstone dials were paired with intricately designed gold bracelets, often handcrafted in Piaget’s own goldsmith workshops in Geneva. The watches weren’t just instruments of time—they became fashion statements and jewelry masterpieces.
In addition to wristwatches, Piaget introduced matching cufflinks, pendants, and coin watches, reinforcing their position at the intersection of fine jewelry and Swiss horology.
Notable Innovations and World Records
Throughout its long history, Piaget has continued to set new benchmarks in both technical mastery and design innovation. Here are some of the brand’s standout achievements:
1. Phoebus: The Most Expensive Piaget Watch Ever
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Took 2 years to create
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Crafted with 154 grams of platinum
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Set with 297 diamonds, totaling 3.85 carats
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Priced at over 3.5 million Swiss francs
2. Ultra-Thin Minute Repeater
Piaget broke new ground with a minute repeater just 4.8 mm thick, setting a new standard for acoustic performance in ultra-thin form.
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Each movement takes 10 days to assemble
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Balances sound clarity with elegant proportions
3. Over 30 Complicated Movements
Since its founding, Piaget has developed over 30 in-house complications, including:
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Perpetual calendar
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Flyback chronograph
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Dual-time GMT features
4. Mastery in Enameling and Stone Setting
Piaget is a leader in enameling techniques, gem-setting, and precious metal finishing, making it one of the few manufactures that controls every step—from movement to decorative arts.
Piaget in Modern Times: From Family Business to Richemont
For over a century, Piaget remained independently owned and operated by the founding family, financing all innovations internally and avoiding debt. This conservative strategy helped Piaget survive multiple global crises and maintain control over its creative direction.
However, by the late 1980s, the luxury market had shifted. Consolidation became the norm, and companies without deep financial backing struggled to keep pace.
In April 1988, the Piaget family sold a controlling stake in the company to the prestigious Cartier group. A few years later, Piaget and Cartier became part of the Vendôme Group, which was eventually reorganized into what is now the Richemont Group.
Since 1993, Richemont has been the sole owner of Piaget, giving the brand the resources to expand globally while preserving its creative identity.
Piaget's Place in the Luxury Watch Market
Today, Piaget holds a unique position among Swiss luxury watch brands. While brands like Rolex focus on tool watches and Patek Philippe emphasizes complications, Piaget owns the space where jewelry and horology intersect.
Its main competitors include:
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Cartier – for jewelry-focused timepieces
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Jaeger-LeCoultre – for innovation and craftsmanship
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Bulgari – especially with its own line of ultra-thin Octo Finissimo watches
What sets Piaget apart is its commitment to in-house production, its legacy in ultra-thin mechanical watches, and its artistic approach to watch design.
Why Piaget Watches Are a Collector’s Dream
Piaget watches appeal to collectors for several reasons:
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Heritage: A 150-year history rooted in Swiss craftsmanship.
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Innovation: Consistent breakthroughs in mechanical engineering.
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Design: Timeless pieces that blur the line between watch and jewelry.
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Rarity: Limited production and unique stone dials increase collectability.
Vintage Piaget watches from the 1960s and 1970s, especially those with stone dials and sculpted gold bracelets, are increasingly sought-after at auctions and among private collectors.
Final Thoughts
Piaget is more than just a luxury watch brand—it's a symbol of Swiss precision, artistic creativity, and bold innovation. From its humble beginnings in La Côte-aux-Fées to its status as a global leader in fine watchmaking, Piaget has never lost sight of its founding principles: beauty, craftsmanship, and a pioneering spirit.
Whether you're drawn to the brand’s ultra-thin Altiplano models, its jewelry-inspired pieces, or the remarkable artistry behind its stone-dial watches, Piaget offers something unique in the world of haute horlogerie.