A first for the luxury jewellery house
Swiss luxury watchmaker and jeweller, Piaget, worked with Emirati-Yemeni singer, Balqees Fathi on their Ramadan campaign. This marks the first time that the luxury jewellery brand collaborated with a regional celebrity in the Middle East.
In honour of this Holy Month, Piaget announced their “Sunny Side of You” campaign, featuring the 30-year-old singer. This project comes in form of web-series, which consists of three episodes. Through each of these episodes, the Swiss brand will bring to life multiple of their values, such as: Audacity, Self-Surpassing, Shared Joy, Allure and Freedom, all of which are features that they feel like the Emirati artists embodies.
One of the reasons that the watchmaker decided to work with Balqees is their shared playfulness, which is reflected in her shared moments with her friends in the Majilis. The jewellery that we see the singer wearing in the video, matches that of the Majilis’ setting, showing that she is in complete harmony with the Possession rings and stacked bracelets. The 30-year-old has accomplished a lot throughout her career, which is something that she has in common with Piaget. Her life matches that of the brand, both of whom are rich with talent, excellence and expressiveness.
Piaget first came to the region in the 60s, making it one of the first Maison brands to come to the Middle East. Ever since then, they have become a brand that celebrates Arab women and their successes, as evident with their choice of Balqees. Not only is she an accomplished singer, but she is also a determined humanitarian and activist. The Ya Hawa singer works closely with UN Women to push for young women’s entrepreneurship in the region and to advocate for their rights. Piaget celebrates Art in all its forms and Balqees is a true artist. Watch the first episode here: