Actress Gong Li is helping Piaget to sell its products to Chinese women. (Photo provided to China Daily)
When Chinese actress Gong Li walked the red carpet for the Met Gala earlier this month as a co-host, her Roberto Cavalli couture gown and dazzling Piaget jewelry made her look like a queen of style.
The diva's public outings have become increasingly rare. But the gala in New York, as well as unrelated events for Swiss luxury watchmaker and jeweler Piaget, seem to be the motivation she needs to meet with her fans.
Just before the Met event, Gong, a Piaget brand ambassador, celebrated the debut of the complete collection of the brand's signature Limelight Gala watches in Beijing.
Inspired by a heritage piece of the 1960s, the collection features watches delicately set with diamonds and gold. The asymmetrical designs are accomplished with smooth curves, showing femininity in a modern light.
The Gala collection was first launched in 2013. Born out of feminine jewelry design and the ultrathin movement, the Limelight Gala is the essence of Piaget, says Thomas Bouillonnec, managing director, Piaget China.
"This is very much in line with what Piaget is and what we want to offer to the customers. There is a daring part in the design, different from the oval or round shapes. It's both a traditional and young watch," he says.
The collection is intended for young, dynamic and independent women.
While men have been the major customers for luxury watches in the past, the situation has changed, Bouillonnec says.
