Piaget Debuts an Updated Version of Its Classic Polo Watch

Priced at $73,000, the Polo 79 is to be produced in limited quantities, although exact numbers have not been determined; the brand said any orders made now will start to be fulfilled later this year.

The first 150 buyers also will receive a silk satin jacket, a recreation of the one that Ursula Andress was wearing when she was photographed wearing a Polo wristwatch at a polo match in the mid-1980s in Palm Beach, Fla., accompanied by Yves G. Piaget, now the company’s chairman.

The jackets are being made by AZ Factory, the fashion brand founded by Alber Elbaz shortly before his death in 2021, and now partially owned by Richemont, the Swiss luxury group that also owns Piaget.

The offer is in keeping with the original Polo’s celebrity appeal — the watch, the brand said, was owned by personalities such as Miles Davis, Sammy Davis Jr., Roger Moore, Nancy Reagan and Andy Warhol, who had two. The jet-set lifestyle of Mr. Piaget, a great-grandson of the brand’s founder, helped position the watch as a glitzy essential and propel sales to those well-known clients.

“Because Yves Piaget was so well-connected into that society,” said Nico Bandl, editor in chief of the German online platform Swisswatches Magazine, “the people like Andy Warhol wore the watches because they liked them — he didn’t pay them any money for it.

“They acted like ambassadors without being paid to be ambassadors, like brands do today.”

As with the original version, the Polo 79’s construction is rooted as much in jewelry making as horology, which Mr. Jomard said comes easily to the brand. As he put it, “It’s in our DNA. We are gold manufacturers, so we know how it works — we know where we have to start and when we have to finish.”