Ever since it came to the Middle East in the 60s, Piaget has been celebrating Middle Eastern women and their successes. Continuing to perpetrate this appreciation today, the luxury watch and jewellery brand has revealed its inspiring new Ramadan campaign – Sunny Side of You – starring Emirati singer Balqees Fathi.
Consisting of three episodes, the campaign brings to life several Piaget values: audacity, self-surpassing, shared joy, allure and freedom, which are all perfectly embodied by the heroine. We also see the playfulness of Balqees reflected in her shared moments with friends in the Majilis, whose luxury and colours are in complete harmony with Balqees Possession rings and stacked bracelets.
Balqees achieved success through her song ‘Ya Hawa’, yet her excellence goes beyond her artistic and musical creativity – a determined humanitarian, she works closely with UN Women to push for young women’s entrepreneurship in the region and to advocate for the rights of women survivors of violence. Boasting a life rich with talent, excellence and expressiveness, she’s the ideal partner to convey Piaget’s values, and you can check out the first video of the series right here…