For the uninitiated who may be wondering just what a QR code is, it’s an English acronym for “Quick Response” and consists of a pictogram composed of small black and white squares. This “new generation” bar code can be easily decoded using a cellphone. Serving as a full-fledged multimedia communication tool, it serves to store all manner of data (photos, texts, videos) or to refer users to a website.

Regularly used in Japan since 1999, it is now spreading beyond national borders, but Piaget has nonetheless chosen to unveil the first diamond QR code in the land of mobile telephony.

This exclusive QR code is crafted in 18-carat white gold and set with 1042 brilliant-cut diamonds and 520 black spinels. The brand’s Geneva-based Haute Joaillerie atelier lavished 200 hours of development and gem-setting on crafting this “jewellery creation” that is truly unique in its kind.

At an event to be held on May 11th 2010, Japanese bloggers and journalists will be treated to a preview of this precious code. It will give them access to http://piaget-mobile.jp, a website celebrating the 20th anniversary of the Possession line and revealing the latest creation in this legendary Piaget collection, the Possession chain ring. This charity event will help raise funds for the United Nations refugee agency (UNHCR).

Consistently on the cutting edge of trends, Piaget is innovating by introducing the first ever multimedia jewellery creation, thereby displaying its jewellery-making expertise by offering this unique model representing genuine experiential luxury.

www.piaget.com