Swiss watchmaker and jeweller Piaget has tapped Korean actor Chaemin Lee as its newest ambassador, bringing a rising Gen Z star into the Piaget Society.
Announced in Seoul on May 6, the partnership signals the brand’s continued push to connect its heritage with a younger audience increasingly shaping luxury and fashion culture worldwide.
Lee joins a long-running creative network dating back to the 1960s and 1970s, when Yves Piaget surrounded the brand with artists, actors and cultural figures, including Andy Warhol, Elizabeth Taylor, Brooke Shields, Roger Moore and Ursula Andress.
That mix of fashion, entertainment and luxury still shapes the Piaget Society today, and Lee’s appointment shows how the brand is updating that image for a new generation.
As part of the partnership, Lee will front key pieces, including the Piaget Polo Signature watch and the Possession Collection jewellery line. Expect to see the actor featured across campaigns and styling content that highlights the more modern, wearable side of the collections.
Speaking about the collaboration, Lee said working with a Maison with more than 150 years of history felt especially meaningful, adding that he is looking forward to creating new stories with the brand.
The announcement also ties into Piaget’s current “Art of Colour” direction, which puts bold colour and strong design choices at the centre of its collections.
