diff --git a/cmd/pipectl/BUILD.bazel b/cmd/pipectl/BUILD.bazel
index 8b4191a675..a34f29f7f8 100644
--- a/cmd/pipectl/BUILD.bazel
+++ b/cmd/pipectl/BUILD.bazel
@@ -9,6 +9,7 @@ go_library(
     deps = [
         "//pkg/app/pipectl/cmd/application:go_default_library",
         "//pkg/app/pipectl/cmd/deployment:go_default_library",
+        "//pkg/app/pipectl/cmd/image:go_default_library",
         "//pkg/cli:go_default_library",
     ],
 )
diff --git a/cmd/pipectl/main.go b/cmd/pipectl/main.go
index 4abd622dc9..b6d7b29c78 100644
--- a/cmd/pipectl/main.go
+++ b/cmd/pipectl/main.go
@@ -20,6 +20,7 @@ import (
 
 	"github.com/pipe-cd/pipe/pkg/app/pipectl/cmd/application"
 	"github.com/pipe-cd/pipe/pkg/app/pipectl/cmd/deployment"
+	"github.com/pipe-cd/pipe/pkg/app/pipectl/cmd/image"
 	"github.com/pipe-cd/pipe/pkg/cli"
 )
 
@@ -32,6 +33,7 @@ func main() {
 	app.AddCommands(
 		application.NewCommand(),
 		deployment.NewCommand(),
+		image.NewCommand(),
 	)
 
 	if err := app.Run(); err != nil {
diff --git a/docs/content/en/docs/user-guide/command-line-tool.md b/docs/content/en/docs/user-guide/command-line-tool.md
index 2532af4ebd..aa98d57aa4 100644
--- a/docs/content/en/docs/user-guide/command-line-tool.md
+++ b/docs/content/en/docs/user-guide/command-line-tool.md
@@ -16,7 +16,7 @@ You can use pipectl to add and sync applications, wait for a deployment status.
 1. Download the appropriate version for your platform from [PipeCD Releases](https://github.com/pipe-cd/pipe/releases).
 
     We recommend using the latest version of pipectl to avoid unforeseen issues.
-    Please set `${VERSION}` to the same format like `v0.9.2`.
+    Please set `${VERSION}` to the same format like `v0.9.4`.
 
     ``` console
     curl -Lo ./pipectl https://github.com/pipe-cd/pipe/releases/download/${VERSION}/pipectl_${VERSION}_darwin_amd64
@@ -186,6 +186,18 @@ pipectl deployment wait-status \
     --status=DEPLOYMENT_SUCCESS
 ```
 
+### Pushing an image reference
+
+Push a new container image reference that can be used by ImageWatcher.
+
+``` console
+pipectl image push-reference \
+    --address=CONTROL_PLANE_API_ADDRESS \
+    --api-key=API_KEY \
+    --repo-name=gcr.io/pipecd/example \
+    --tag=v0.1.0
+```
+
 ### You want more?
 
 We always want to add more needed commands into pipectl. Please let us know what command do you want to add by creating issues in the [pipe-cd/pipe ](https://github.com/pipe-cd/pipe/issues) repository. We also welcome your pull request to add the command.
diff --git a/pkg/app/pipectl/cmd/image/BUILD.bazel b/pkg/app/pipectl/cmd/image/BUILD.bazel
new file mode 100644
index 0000000000..d977106023
--- /dev/null
+++ b/pkg/app/pipectl/cmd/image/BUILD.bazel
@@ -0,0 +1,17 @@
+load("@io_bazel_rules_go//go:def.bzl", "go_library")
+
+go_library(
+    name = "go_default_library",
+    srcs = [
+        "image.go",
+        "pushreference.go",
+    ],
+    importpath = "github.com/pipe-cd/pipe/pkg/app/pipectl/cmd/image",
+    visibility = ["//visibility:public"],
+    deps = [
+        "//pkg/app/api/service/apiservice:go_default_library",
+        "//pkg/app/pipectl/client:go_default_library",
+        "//pkg/cli:go_default_library",
+        "@com_github_spf13_cobra//:go_default_library",
+    ],
+)
diff --git a/pkg/app/pipectl/cmd/image/image.go b/pkg/app/pipectl/cmd/image/image.go
new file mode 100644
index 0000000000..8c486a2a04
--- /dev/null
+++ b/pkg/app/pipectl/cmd/image/image.go
@@ -0,0 +1,43 @@
+// Copyright 2021 The PipeCD Authors.
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//     http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+package image
+
+import (
+	"github.com/spf13/cobra"
+
+	"github.com/pipe-cd/pipe/pkg/app/pipectl/client"
+)
+
+type command struct {
+	clientOptions *client.Options
+}
+
+func NewCommand() *cobra.Command {
+	c := &command{
+		clientOptions: &client.Options{},
+	}
+	cmd := &cobra.Command{
+		Use:   "image",
+		Short: "Manage image resources.",
+	}
+
+	cmd.AddCommand(
+		newPushReferenceCommand(c),
+	)
+
+	c.clientOptions.RegisterPersistentFlags(cmd)
+
+	return cmd
+}
diff --git a/pkg/app/pipectl/cmd/image/pushreference.go b/pkg/app/pipectl/cmd/image/pushreference.go
new file mode 100644
index 0000000000..ea6c38aee9
--- /dev/null
+++ b/pkg/app/pipectl/cmd/image/pushreference.go
@@ -0,0 +1,74 @@
+// Copyright 2021 The PipeCD Authors.
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//     http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+package image
+
+import (
+	"context"
+	"fmt"
+
+	"github.com/spf13/cobra"
+
+	"github.com/pipe-cd/pipe/pkg/app/api/service/apiservice"
+	"github.com/pipe-cd/pipe/pkg/cli"
+)
+
+type pushReference struct {
+	root *command
+
+	repoName string
+	tags     []string
+	digest   string
+}
+
+func newPushReferenceCommand(root *command) *cobra.Command {
+	c := &pushReference{
+		root: root,
+	}
+	cmd := &cobra.Command{
+		Use:   "push-reference",
+		Short: "Push a container image reference.",
+		RunE:  cli.WithContext(c.run),
+	}
+
+	cmd.Flags().StringVar(&c.repoName, "repo-name", c.repoName, "The repository name of container image. e.g. gcr.io/pipecd/pipecd, envoyproxy/envoy-alpine...")
+	cmd.Flags().StringSliceVar(&c.tags, "tag", c.tags, "The image tag; Can be used multiple times to set multiple tags.")
+	cmd.Flags().StringVar(&c.digest, "digest", c.digest, "The image digest.")
+
+	cmd.MarkFlagRequired("repo-name")
+	cmd.MarkFlagRequired("tag")
+
+	return cmd
+}
+
+func (c *pushReference) run(ctx context.Context, t cli.Telemetry) error {
+	cli, err := c.root.clientOptions.NewClient(ctx)
+	if err != nil {
+		return fmt.Errorf("failed to initialize client: %w", err)
+	}
+	defer cli.Close()
+
+	req := &apiservice.PushImageReferenceRequest{
+		RepoName: c.repoName,
+		Tags:     c.tags,
+		Digest:   c.digest,
+	}
+
+	if _, err := cli.PushImageReference(ctx, req); err != nil {
+		return fmt.Errorf("failed to push image reference: %w", err)
+	}
+
+	t.Logger.Info("Successfully pushed image reference")
+	return nil
+}
diff --git a/pkg/app/piped/cloudprovider/lambda/BUILD.bazel b/pkg/app/piped/cloudprovider/lambda/BUILD.bazel
index 0f5c166e54..8f34ca3fe4 100644
--- a/pkg/app/piped/cloudprovider/lambda/BUILD.bazel
+++ b/pkg/app/piped/cloudprovider/lambda/BUILD.bazel
@@ -4,14 +4,13 @@ go_library(
     name = "go_default_library",
     srcs = [
         "client.go",
-        "lambda.go",
         "function.go",
+        "lambda.go",
     ],
     importpath = "github.com/pipe-cd/pipe/pkg/app/piped/cloudprovider/lambda",
     visibility = ["//visibility:public"],
     deps = [
         "//pkg/config:go_default_library",
-        "@io_k8s_sigs_yaml//:go_default_library",
         "@com_github_aws_aws_sdk_go//aws:go_default_library",
         "@com_github_aws_aws_sdk_go//aws/awserr:go_default_library",
         "@com_github_aws_aws_sdk_go//aws/credentials:go_default_library",
@@ -19,6 +18,7 @@ go_library(
         "@com_github_aws_aws_sdk_go//aws/ec2metadata:go_default_library",
         "@com_github_aws_aws_sdk_go//aws/session:go_default_library",
         "@com_github_aws_aws_sdk_go//service/lambda:go_default_library",
+        "@io_k8s_sigs_yaml//:go_default_library",
         "@org_golang_x_sync//singleflight:go_default_library",
         "@org_uber_go_zap//:go_default_library",
     ],