Piaget

Bruce Banner
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As CEO of Piaget

I would do these things:

1.  Number of Models Available
Reduce the number of models available.  There doesn't have to be 1000 variations for sale.  Think more like Rolex or Lange and less like Tag.  It will also reduce costs associated with manufacturing many different models.  More importantly, it will force the remaining models to be perfection. 

2.  Decoration
Ensure that each line-up has options for a simplified model as well as the decorated models.  Currently this is patchy.  All lines have the jeweled versions, but it is the simplified options that are missing in some.  Just like the Antiplano represents the essence of the watch, the Black Tie line also needs to be stripped of everything but its underlying beauty.  Lastly, ladies don't always need jewels.

3.  Size
Make larger models optional special order.  They are indeed becoming ridiculous, bordering on Flavor-Flav mockery of time-keeping.  I like 38 and 42mm.  These bigger models seem easier to counterfeit too.

4. Advertising
More sports.  More masculine males, more pretty women.  Pick the sports that that most people watch, and also the ones current Piaget buyers are watching.  Pick more popular models. Jessica Alba is indeed hotness, but pick someone with more of a distinctive look and who has more films currently out.  Try just getting stars to wear the watches - especially stars who appeal to teenagers.  Kids these days have a lot of money.  They already desire watches but need to be pointed to the right brands. 

5. Entry models
Focus on getting the ideal entry models.  When people are young they can pick one up when they get their first job then it can be a symbol of their first success and something to build on.  Don't make them inferior - you're not fooling anyone with this.  Tudor does entry right.

6. Don't Follow
Don't copy the "Panerai business model".  Either it won't last or you won't be able to out-Panerai Panerai. 

7. Location/Home is where the heart is
Make special models in certain countries.  Fly in a watch-maker and have them hand-make a few watches.  China, US, Japan, etc../identify them on the face and sell them at the appropriate price.  For example, a red dot on the Japanese version, some red/white/blue accents on US version etc....

8. Thin
Use the thin tech to make even large watches thin.  My bigger models don't fit well under french cuffs, or dress shirts in general.  They'll be lighter as well and will wear more effortlessly. 

I'd love to go on.