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Formally named the newest worldwide ambassador of Piaget on April 16, 2025, South Korean actress Jun Ji-hyun, well known by her stage name Gianna Jun. Including her in the "Piaget Society" at the Maison, which also features Ella Richards, Apo Nattawin, and Lee Jun-ho, is a decision that will attract notice.
Jun said in her first public comments that investigating Piaget's archives and seeing the brand's workmanship was "a privilege" and that she was proud to continue its legacy.
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Jun will represent the new Sixties collection, which will be shown in May with an ad campaign shot by Ben Hassett. Piaget president Benjamin Comar has praised Jun's "amazing aura" and said that her presence would improve the company.
Piaget officially announces Jun Ji-hyun as its newest brand ambassador
Founded in 1874 by Georges Piaget in the Jura mountains, Swiss luxury wristwatch and jeweler Piaget has a legacy spanning more than a century. Jun's appointment underlines even more his standing in the fashion and entertainment sectors.
Piaget is fortunate to have Jun Ji-hyun, who offers a unique mix of Hollywood appeal and worldwide fashion expertise. She then received global acclaim for her roles in fantasy romance movies like My Love from the Star and the English-language picture Blood: The Last Vampire.
Having worked for companies such as Louis Vuitton, Burberry, and La Mer, she has been among the most sought-after South Korean endorsers for the past twenty years. Her position as Piaget ambassador, revealed at Watches and Wonders Geneva, follows a series of cultural projects connecting her onscreen character with some of the most famous luxury companies in the world.
Georges Édouard Piaget founded Piaget SA in La Côte-aux-Fées, Switzerland, in 1874. The business created exact movements for other maisons before launching its timepieces in the 1900s. At the moment, it belongs to the Richemont group.
By hiring Jun Ji-hyun, who will provide a fresh, globally relevant face to the company, Piaget wishes to carry on its tradition of linking cultural icons with watchmaking knowledge. Luxury companies usually use celebrity ambassadors to reach new audiences and provide a personal touch to heritage brands.
Members of "Piaget Society," which now includes people from the royal family and the entertainment sector, are selected to emphasize the value of craftsmanship while also narrating a tale about a certain way of life.
In a very competitive sector where Hermès, Cartier, and Chopard all have notable partnerships, Piaget's appointment of Ji-hyun reveals their commitment to an interesting, multicultural narrative.
Given Ji-hyun's stellar reputation and impressive body of work, the Sixties collection and new high-jewellery designs by Piaget serve as an inspiring benchmark for collectors and trendsetters. Apart from strengthening Piaget's premium position, this collaboration shows a bigger trend: the growing significance of cinema and celebrities as narrative drivers in the realm of haute horlogerie and jewelry.
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