Gianna Jun Joins the Piaget Inner Circle—And the Sixtie Era Is Back with a Vengeance

It’s official—Korean screen icon Gianna Jun has just joined the ranks of the Piaget Society as the Maison’s newest Global Ambassador. This isn’t just another brand-ambassador moment; it’s a collision of legacy, style, and next-level charisma.

Following in the footsteps of faces like Ella Richards, Lee Junho, and Apo Nattawin, Gianna Jun steps into the spotlight for Piaget with the kind of effortless magnetism that rewrites what it means to represent a luxury house in 2025. And let’s be real—if anyone can match the bold energy of Piaget’s latest creation, it’s her.

At the centre of this partnership is the launch of Sixtie, a wild reinterpretation of the 1960s and '70s glamour Piaget helped define. First unveiled at Watches and Wonders, Sixtie is more than a throwback—it’s a power play. With its geometric trapeze silhouette, the jewellery watch is Piaget’s way of reminding everyone that the past still has bite. There's also a new Swinging Sautoir iteration, now with a white opal dial, pushing the vibe even further into luxe rebellion.

The whole thing is captured through the lens of photographer Ben Hassett in a campaign that doesn’t just showcase Gianna Jun—it reframes her. She’s not simply wearing the watch; she’s embodying the Maison’s spirit of defiance and finesse.

But it’s not just about flash. As Piaget CEO Benjamin Comar put it, the collaboration is about more than a pretty face: “We’re thrilled to have someone as talented as Gianna Jun join us—and for Sixtie to be powered by her presence.” Jun herself echoed that sentiment, saying, “Exploring Piaget’s archives and craftsmanship has been such a moving experience. There’s so much passion behind every piece. I’m proud to be a part of that story.”

It’s a story that started decades ago when Piaget’s jewellery watches weren’t just accessories—they were status symbols for a new kind of social order. Think Andy Warhol, Elizabeth Taylor, Brooke Shields, Roger Moore. These weren’t just fans. They were friends of the house. Fast-forward to now, and Piaget is tapping into that same hedonistic electricity—but with a sharper edge.

With Gianna Jun at the helm of its new campaign, Piaget isn’t just reviving its roots. It’s rewriting the rulebook—for those who aren’t afraid to be seen.