Interview: Piaget’s CEO Chabi Nouri On The Brand’s 2020 Releases

One of the things we miss most about physically attending watch fairs is the long conversations and debates about new timepieces. More specifically, about the ideas behind them. Sitting in on a Zoom call with colleagues is okay, but we’re all still getting the hang of these virtual hangouts. So we were fortunate indeed to have the opportunity to have a one-on-one conversation with Piaget CEO Chabi Nouri to talk about this year’s additions (read HERE) as well as the future of luxury watches.

This weekend at the virtual Watches and Wonders, Piaget made a real-life impact with its 2020 novelties. The reason why the new Altiplano Ultimate Concept and Limelight Gala watches had such a wow factor is that even though the press, buyers, and enthusiasts couldn’t hold these timepieces in their hands, their beauty and technological achievements were tangible.
 

Piaget has been breaking records in ultrathin watchmaking since it introduced the OG Altiplano with its 9P movement. “Throughout our history, Piaget has always been pushing boundaries,” says Nouri via telephone from Switzerland. “We first broke the record for the thinnest watch in 1957.” Since then, the brand has also set new benchmarks for the slimmest versions of watches of all types and complications.
 

“And we never stopped trying to push those boundaries,” Nouri adds. “And now we have another crazy moment with a watch that’s only 2mm thick!” Because we can’t hold it in our hands, we asked Nouri to describe it to us. She relates that it feels virtually weightless. And because the mechanism and case are integrated, it has a very unique and modern feel.

It becomes one with the wearer. The AUC is also customizable. Buyers can specify the color of the bridge and dial, the finish of the hands and the main plate, or select straps that match or contrast. Basically, there are around 10,000 permutations.
 

Also available is a special, ultra-thin alligator skin strap with a velvet calfskin lining. And an ultra-strong Kevlar core was developed and secured by an ultra-thin cobalt pin buckle, so you will feel assured that the watch won’t float off your wrist.

Piaget has been going back and forth in its battle with Bulgari to make ground-breaking creations. But this year, Piaget is back in first place with the 2020 Altiplano Ultimate Concept – the skinniest mechanical watch ever manufactured. At 2mm, it’s almost impossible to imagine a watch ever getting thinner. To help you better visualize, 2mm is approximately the equivalent of two credit cards placed back to back.

Piaget first presented the AUC in 2018 as a concept piece thanks to a couple of technological innovations, including a case made of a high-tech cobalt alloy that’s 2.3 times stronger to prevent the housing from bending while on the wrist. And some of the movement’s 283 individual parts (at least 100 more than a basic, hand-wound watch) are microscopically small.
 

Now, this mechanical marvel is actually in production (although given the complexity of building the AUC it will probably only be able to produce about five pieces a year). The case and movement are one-and-the-same, comprised of up of 167 microscopic individual parts. A special, super skinny crystal also had to be developed to allow enough air space for the minute hand and hour indicator disc to rotate.

“It’s all about passion,” says Nouri. “Our engineers worked on this for several years because they are so passionate. It’s not about breaking records but driving innovation.” She adds that before the AUC could go into production, it still had to meet Piaget's strict parameters of accuracy, reliability, and robustness. The watch also had to match the Maison's reputation for producing exquisitely hand-decorated movements.
 

That passion is palpable when you look at the watch. It’s not just the cleverness of the AUC’s architecture. It’s also an object of beauty. “Altiplano has always approached its design with a certain audacity,” says Nouri. “That audacity is why its design is so contemporary.” “It’s pure but expressive. It’s technology but used in an emotional way.” That passion is palpable when you look at the watch. It’s not just the cleverness of the AUC’s architecture. It’s also an object of beauty. “Altiplano has always approached its design with a certain audacity,” says Nouri. “That audacity is why its design is so contemporary.”

“It’s pure but expressive. It’s technology but used in an emotional way.”

(Images provided by Piaget)