Yves Piaget, chairman of the Piaget watch and jewelry brand, has maintained a lifelong passion for roses that has significantly influenced both his personal life and the identity of the luxury house. Born and raised in La Côte-aux-Fées, Switzerland, Piaget’s early fascination with roses began as a child picking wild blooms for his mother. Today, at 84, he remains deeply involved in the world of rose cultivation, serving as a juror and chairman for international rose competitions and helping to establish new ones.
In 1982, renowned French horticulturist Alain Meilland honored Piaget by naming a hybrid tea rose after him. The Yves Piaget rose, known for its deep pink petals resembling a peony and a rich fragrance with subtle notes of anise, has since gained global recognition. It carries a legacy in both the botanical and luxury worlds, with its blooms found in gardens and markets worldwide.
Piaget’s connection to the rose extends beyond personal admiration. Since 1979, he has served on the jury of the Geneva International New Rose Competition and has awarded an 18-karat gold rose trophy to the best new rose breed. Meilland’s surprising decision to name a rose after Piaget during a 1982 award ceremony was unanticipated by the brand chairman, who describes the moment as both an unexpected and deeply meaningful honor.
The rose’s influence is further evident in Piaget’s jewelry collections. Launched in 2012, the Piaget Rose collection reflects the delicate curves and layered petals of the Yves Piaget rose in its design, featuring pieces crafted in white and rose gold and set with diamonds. Price points range from several thousand dollars for earrings to over $60,000 for elaborate diamond necklaces.
Piaget’s tenure with the family business spans over six decades. He joined the company in 1966 after earning a degree as a watchmaking engineer from the University of Neuchâtel and later served as general manager and chief executive. With the brand’s acquisition by Richemont in 1988, Piaget became international chairman, a role he still holds. His innovations include promoting watches with hard stone dials and popularizing the Piaget Polo watch, favored by cultural icons such as Miles Davis, Roger Moore, and Andy Warhol.
Beyond his corporate duties, Piaget’s passion for roses led him to play a pivotal role in the foundation of the International New Rose Competition in Monaco in 2014. The biennial event continues to draw top breeders worldwide. At the most recent competition in April, the Piaget rose trophy—a diamond-set 18-karat white gold brooch—was awarded to German breeder Kordes Roses for their ground cover rose Simsalabim.
The Yves Piaget rose remains a fixture in notable locations, including the Princess Grace Rose Garden in Monaco. It also has developed a notable celebrity following; actress Pamela Anderson has cultivated large rose gardens featuring the variety and uses its blooms for cosmetic and culinary purposes.
Reflecting on his enduring relationship with the flower, Piaget credits his team of artisans and designers for integrating the rose’s inspiration into the brand’s creations. “The artisans, designers, even the engineers at the Piaget company are all creators,” he said. “They make us what we are today, and I am so happy they are inspired by the rose and that it continues to be an important part of our international collection.”