Piaget is a Swiss high jewellery house that began in 1874 as a watch movement workshop. Today it ranks among the leading names in luxury watches and jewellery, alongside Cartier and Van Cleef & Arpels in the Richemont group. In London the brand is represented at Harrods in Knightsbridge, one of the city’s main landmarks and a must-visit for almost every tourist.
International visitors aged 20–40 come to Harrods for the experience but rarely stop at the fine jewellery counters, because classic high jewellery feels to them like their parents’ world. On top of that, since the UK scrapped tax-free shopping in 2021, non-EU visitors can reclaim VAT on the same piece in Paris or Milan but not in London. The task was to create a series of AI product films that make Piaget desirable for this audience and give them a reason to buy it here, at Harrods.
Luxury watchmaking has always sold time as legacy, and that is the story this audience has stopped listening to. For them a trip to London is already a dream come true, and a jewellery watch matters most when it marks that moment.
Piaget is best known for its jewellery watches, so we built the campaign around the moments when people stop counting time and start dreaming. Dreams Timed Perfectly is a series of brand films set inside the dreams of very different people, where a Piaget piece becomes the gateway into each one.
Each dream has its own visual language, from handmade surrealism to dark fairytale. The series rolls out as hero films, vertical cuts for social, and key visuals for Harrods’ digital and in-store channels.
