Piaget

One of the oldest watch manufactures in Switzerland, Piaget began making watch movements in the secluded Jura village of La Côte-aux-Fées in 1874. For decades, those movements were delivered to other watch brands. The manufacture itself, strangely enough, remained in the background. Until the middle of its fifth decade in business, Piaget provided movements to almost every renowned Swiss watchmaker. It wasn't until the 1940s that the Piaget family began to offer complete watches under their own name.

Even today, Piaget, which long ago moved the business side of things to Geneva, still makes it watch movements at its main facility high in Jura mountains. Among its specialties in the 1960s were the ultra-thin calibers 9P and 12P (automatic), which were 2mm and 2.3mm thin, respectively. The production of movements for other brands has been largely discontinued. only associated brands within the Richemont Group are occassionally supplied with special movements.

Because the brand came a little late in the day to the manufacturing of its own timepieces, the watch manufacture often got less attention than it deserved. That might be changing, albeit slowly. The brand's strategy has been to focus on outstandingly thin movements, which lend its watches the kind of understated elegance that is the hallmark of the new post-recession times. Even high-tech watch fans have been impressed by the minute repeater on the new Emperador. The Limelight's case, with the playfully dynamic single lug on each side, testitfies to the creative acument at Piaget. Besides, in the natural fashion cycle, the sixties are due for a revival.

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