Piaget Haute Joallerie, 2013

In 2013, Piaget announced well-known actress and celebrity Gong Li as its new global brand ambassador, and launched its Couture Précieuse High Jewellery collection in Beijing. The announcement was to differentiate Couture Précieuse from other Piaget events, including the Rose and Gouverneur events, and to sustain momentum for Couture Précieuse in the China market. The event leveraged Gong Li’s reputation and international influence to attract media attention. Media angles and engaging opportunities were customized to intrigue media and maximize exposure

Media communications was intensified at an early stage. On event day, jewelry was displayed, stage effects and a high-fashion model show captured the audience, and Gong Li shared personal insights. It also leveraged post-event coverage by featuring celebrity PR photos to extend and maximize media coverage. The selection of Gong Li as brand ambassador generated significant buzz with target audiences. Piaget Maison leveraged this celebrity coup to establish closer ties with consumers and strengthen its image as a high-quality international brand. The event generated 277 news stories