RED CARPET ALLIANCE: Piaget has found an ally of choice as it seeks to gain a larger share of the North American fine jewelry market: The Swiss watch and jewelry firm has appointed Jessica Chastain as brand ambassador.


The red-haired actress has been spotted in Piaget fine jewelry at a series of events in recent months, including the New York premiere of “A Most Violent Year” and the National Board of Review gala.


“We are thrilled to introduce Jessica Chastain as our new international brand ambassador,” said Philippe Léopold-Metzger, chief executive officer of Piaget.


“She embodies Piaget’s unique values — from her audacious acting career choices to her unrelenting passion for perfection. She is beautiful, elegant, charismatic and full of joy,” he added.


The appointment, due to be announced at the SIHH watch fair in Geneva today, reflects Piaget’s commitment to jewelry and high jewelry as it seeks to expand its U.S. business beyond its bread-and-butter of gold watches.


Chastain, who is also the face of Yves Saint Laurent’s Manifesto fragrance, said she was honored to partner with Piaget.


‘They believe in innovation and boldness in their approach with pieces that are modern but respect the company’s rich heritage. Their attention to detail is unparalleled and their beautiful collection reflects the company’s motto to ‘Always do better than necessary,’” she said.

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