What happens when one of Switzerland’s most respectable luxury watch and jewelry brands meets one of the Middle East’s most prominent voices? A brand ambassador is born. The renowned Lebanese pop singer, Carla Nazih Berkachi, more commonly known as Yara, is one of a growing list of Middle Eastern personalities being approached by international brands.
In addition to being Piaget’s first Middle East ambassador, Yara is also Escada’s new face for its latest fragrance, Especially Escada Elixir. The 30-year-old singer recently paid a visit to both of Piaget’s Swiss Manufactures: the brand’s historical production site at La Côte-aux-Fées, where the final assembly is made, and the high performance facility in Plan-les-Ouates.
“Visiting the two Manufactures has been a real experience of sorts and I am greatly impressed by the skill and expertise these craftsmen possess,” explained Yara, who was asked to assist in the assembly of a watch during her atelier tour. “I myself attempted a few of the processes that go into creating watch movements and I now know how much craftsmanship and precision is required for each particular timepiece.”
The singer, who just performed during the Summer Fest Abu Dhabi celebrations last week, culminated her tour at Georges Piaget’s family house, where the brand was founded in 1874.
While the rest of the watchmaking world is still on summer holidays, Piaget inaugurated an exhibition at the Piaget Time Gallery located above the luxury brand’s boutique in Geneva, opened from August 12 to March 13, 2014.“Gold & Color”—two words that summarize the maison’s heritage—is a retrospective dedicated to Piaget’s major technical milestones and at the same time a dive into its prestigious Haute Joaillerie. The exhibit showcases the brand’s finest sets of woven gold bracelets, baguette diamond models, and other precious and semi-precious stones, such as turquoise, ruby, and lapis lazuli worked as clock-faces—some precious designs that will suit Yara, whose style resonates with a large audience around the region.