Piaget Launches its 2022 Ramadan Campaign shot in Dubai and Al Ula


The campaign titled “Turn Life On” speaks both literally and metaphorically of tradition and evolution, and tells a story of how the two are interwoven into each unique aspect of the Possessions Collection.

The campaign speaks to the concept of time and the importance of how we use it, using rotation and movement to symbolize growth of generations, all the while staying true to ones’ roots. The play between tradition and modernity ultimately leaves us with the empowering message that, who we will become is completely up to us, and that it is up to us to “Turn Life On” as our four talents did.

Inspired by a popular art movement stirring interest across the GCC, Piaget has released a modern art film to mark the occasion, portraying the traditional elements of Ramadan as they have never been seen before.

Shot in the distinctive destinations of both AlUla, Saudi Arabia and the UAE, the suite of films feature the iconic mirrored Maraya Concert Hall and the recognisable Dubai skyline. In partnership with the Royal Commission for AlUla and the Desert X AlUla 2022 exhibition, striking artwork, Angle of Repose by land artist Jim Denevan, also plays a leading role.