The global chief executive officer of Piaget, Benjamin Comar, has visited Nigeria as part of the maison’s renewed engagement with Africa’s evolving luxury landscape.
Speaking while he engaged distinguished guests, collectors, editors, and industry leaders at an exclusive event of conversation and celebration of luxury, innovation, and craftsmanship hosted by Polo Luxury at its flagship store in Victoria Island, Lagos, recently, Comar described Nigeria’s luxury market as a globally competitive and vibrant frontier for creativity.
He highlighted Piaget’s growing focus on Africa, explaining that the continent’s rich cultural vibrancy and deep appreciation for artistry have inspired the brand’s renewed engagement with the region’s evolving luxury landscape.
Comar reaffirmed Piaget’s commitment to deepening its relationship with African collectors and clients, stressing that true luxury today must inspire emotion while remaining rooted in authenticity and creative excellence.
He said Piaget remains dedicated to cultivating meaningful connections with discerning clients and expanding its presence through trusted partnerships such as Polo Luxury.
He said, “It was natural that we have a partnership. We are a 150-year-old maison. The managing director of Polo Luxury Group, Mr John Obayuwana, built this place very early and was probably one of the first. He knows the clientele and the people; he is knowledgeable, and I have had great discussions with him. So it’s natural that we are partners who enhance customers’ experience. And then once again, the Polo name. We have our best-selling watches, the Polo. So it’s a perfect match.”
For his part, Obayuwana applauded Polo and Piaget’s enduring partnership, describing it as a relationship anchored on shared values and a commitment to elevating the luxury experience in Nigeria and across Africa.
“For more than a decade, Polo Luxury has proudly represented some of the world’s most prestigious watch and jewellery maisons in Nigeria. Our relationship with Piaget reflects our commitment to presenting timeless craftsmanship, heritage, and innovation to Africa’s most discerning clients. Piaget’s CEO visit symbolises our partnership and a reaffirmation of Nigeria’s relevance in the global luxury conversation. It underscores the confidence the leading Switzerland-based brand has in us.
“In the past, we had a completely different clientele of consumers — ministers, governors, big families, old money. But as the economy has evolved, we find that more and more young people are also becoming affluent. They succeed in business, banking, finance, IT, and the movies. Their needs are completely different; therefore, what they look for differs from what their fathers looked for. So we have to stay relevant. While still very traditional and classic, we now have to address the needs of this younger generation,” he said.
