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Piaget is looking to target a young, affluent crowd by enlisting Johannes Huebl as its latest spokesmodel.

Huebl, husband of model and socialite Olivia Palermo, features in a new “content series” of four videos promoting the 60th anniversary of Piaget’s lightweight timepiece, the Altiplano.

The videos — filmed at the Soho Beach House in Miami — also feature Huebl’s friends, models Jislain Duval, David Miller and Ryan Krause.

Huebl previously worked with Piaget on a series of campaigns, for which he photographed Palermo.

Piaget chief executive officer Chabi Nouri said of the digital campaign: “We are so pleased to have Johannes and Olivia as part of our Piaget Society — they truly embody the spirit of the maison and the ‘Sunny Side of Life.’ And you really get a sense of that in these new photographs and videos of Johannes and his friends enjoying the best of Miami, while all looking effortlessly chic in the Piaget Altiplano. It’s one of our most iconic watches and is being embraced by a whole new generation.”

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