The launch of the world première Piaget Rose Day took place on June 13th 2013 in Paris in the Ephemeral Orangerie of the Jardin des Tuileries, amid a dazzling and entrancing fairytale rose-themed setting for this glamorous and elegant event.
Roses have played a recurrent role in the life of Yves Piaget and have become iconic blooms for the famous Maison.
The first “Piaget Rose Day”
For the first time, Piaget literally took over the Ephemeral Orangerie in the Jardin des Tuileries, where it hosted the brand's 350 guests including VIPs, clients, journalists and celebrities. A guard of honour composed of gardeners guided invitees towards the greenhouse where a gorgeous wall of Piaget roses sent a delicious fragrance wafting through the air and formed a surrealist photocall backdrop that stars were reluctant to leave.
This magnificently transparent glass and steel pavilion provided the perfect stage for a performance by the brand's most glamorous ambassadress. Melody Gardot treated the audience to a private 45-minute concert beneath a star-studded sky, charming listeners with her warm and beguiling voice. She expressed the full force of her talent in her rendition of “La Vie en Rose”. This special interpretation for Piaget is featured in the Deluxe version of her latest album “The Absence” – of which Piaget offered its guests a copy as a take-home souvenir of this very special evening.
The celebrities and ambassadors who lit up the soirée
The concert was followed by a rose-themed cocktail buffet attended by a number of stellar personalities including Bar Refaeli, Renaud Capucon and his wife Laurence Ferrari, Audrey Dana, Anne Parillaud, Frederic Diefenthal, Gwendoline Hamon, Ariel Wizman, Vanille Clerc, Annabelle Belmondo, Axelle Laffont, Julie De Bona, Flore Bonaventura, Muriel Coulin, Florence Darel, Hortense Gélinet, Sophie Jovillard, Alexandra Roth, Béatrice Rosen, Pauline Smadja, Héléna Soubeyrand and Sarah Stern.
Guests enjoyed the opportunity to mingle with Melody Gardot as well as other celebrities and brand ambassadors wearing Piaget creations.
The fascinating and ultra-feminine star Melody Gardot, wore earrings in white gold set with 126 brilliant-cut diamonds.
Bar Rafaeli, the stunning model for the Piaget Rose collection, wore jewellery set from the Piaget Rose collection in white gold made of a necklace set with 2 pink tourmalines and 52 brilliant-cut diamonds, two rings each set with 1 pink tourmaline and 39 brilliant-cut diamonds and earrings set with 2 pink tourmalines and 72 brilliant-cut diamonds.
Audrey Dana, ambassadress of the Piaget Rose collection, was also adorned in magnificent jewellery of the Piaget Rose collection. She wore a necklace in white gold set with 8 pink opals, 2 pink tourmalines, 6 white pearls and 11 brilliant-cut diamonds, earrings in white gold set with 2 pink opals, 2 white pearls and 6 brilliant-cut diamonds and a ring in white gold set with 179 brilliant-cut diamonds.
The French actress, Béatrice Rosen wore a necklace in white gold set with 88 brilliant-cut diamonds and earrings in white gold set with 72 brilliant-cut diamonds of Piaget Rose collection,
As was the Spanish actress Kira Miro wore jewellery set from the Piaget Rose collection. She wore a ring in white gold set with 1 pink tourmaline and 39 brilliant-cut diamonds, a necklace in white gold set with 2 pink tourmalines and 52 brilliant-cut diamonds and earrings in white gold set with 2 pink tourmalines and 72 brilliant-cut diamonds.
The future and online echoes of the Piaget Rose Day
After this highly successful first edition of the Piaget Rose Day, this celebration will become a yearly highlight around the globe.
This worldwide event was echoed in all Piaget points of sale through numerous animations that may be viewed in detail on the various social networks:
The legendary Yves Piaget rose
They have accompanied and inspired Piaget creations. As Yves Piaget loves to recall in his memoirs: “For me, roses speak of childhood and I well remember my first thrill of love for the wild flowers known as sweet briar or Eglantine roses, growing in complete freedom at an altitude of 1,100 metres”. From the 1960s onwards, his cherished rose motif enriched the Piaget watch and jewellery collections with its diamond-set gold petals. His taste for roses was further affirmed in 1976 when he became a member of the jury for the Geneva International Competition of New Roses, and presented the winner with a gold rose crafted in the Piaget workshops.
His passion for these astonishing flowers was rewarded in 1982 when the winner of the competition, created by the famous rose breeder Meilland, was christened the “Yves Piaget rose”. A legend was born!
In tribute to the Yves Piaget rose and to the jewellery collection it inspires, Piaget has launched the “Piaget Rose Day” From now on, this day will be celebrated throughout the world and is destined to become an annual brand rendevous, an ode to the rose.