Leaders in Motion · 2026-05-01 · 40 min
“You cannot know China until you live in China.” Sonia Benjelloun-Carpentier, Managing Director of Piaget China, has spent two decades across hard luxury - from Tag Heuer to De Beers, Cartier, Bulgari, and now Piaget - leading brands through complex markets where culture, consumer psychology, and timing decide everything. Sonia’s career arc is a study in mobility and reinvention: born and raised in Morocco, trained in Paris, early marketing foundation at L’Oréal, then a jump into watchmaking and jewelry in Dubai. From there she built retail and high-jewelry depth in London and Paris, returned to the Middle East to lead marketing and communications, then stepped into full P&L leadership - first as Managing Director for Middle East, India and Africa, and since 2022 as MD for mainland China, arriving at the height of uncertainty.
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