The Piaget brand pioneered sponsorship of elite sports under the impetus of Mr. Yves G. Piaget, by associating its name with the world of polo in the early 1980s. Dedicated to promoting this extreme sport which reflects its own values of bold daring, high standards and faultless accuracy – it has been involved in the world of polo at Palm Beach right from the start, initially by supporting the World Cup and now by sponsoring the famous USPA Gold Cup now named after it. It has also been present at Punta del Este for several years now, by supporting the tournament held at the prestigious Medellin club. Piaget has also succeeded in enriching the sport with its very own aura of glamour, its sense of generosity and its subtle art of transgressing conventions. In the 1980s, Chukkers for Charity, a team composed of movie and TV stars, was engaged in spectacular fund-raising efforts under the Piaget colours. This was a first in the polo world and has left an indelible imprint on the collective memory of the sport, including their surprising and unexpected horse-back appearance on New York’s 5th Avenue in 1985.
