Piaget names new celebrity ambassador
Beijing—Piaget has named international actress Maggie Cheung as its newest brand ambassador.
Cheung, a Cannes Film Festival Best Actress, will represent Piaget worldwide.
The actress has appeared in more than 70 films, including works by legendary director Wong Kar-wai and, most recently, the films Hero and Clean. She is considered to be one of the greatest stars in world cinema.
Piaget Chief Executive Officer Philippe Léopold-Metzger announced the partnership during a press conference on May 26 at the Ullens Centre for Contemporary Art in Beijing, a city that Piaget says is symbolic for both parties.
In a media release, the brand described Beijing as the entrance gate to the market that has most significantly contributed to Piaget’s development over the past 15 years. The brand has 13 retail locations in Chinese territory, as well as 36 locations in Asia.
Piaget had been seeking to embody the brand in a more personal way and, according to Léopold-Metzger, “[Maggie] was the obvious choice for Piaget. She’s exactly the right person: cosmopolitan, distinguished, exclusive. She has style and the perfect combination of modern and traditional facets—a genuine personality.”
Cheung has been photographed for Piaget’s ad campaigns by acclaimed shutterbug Patrick Demarchelier.
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