Jaeger-LeCoultre

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"Watch you looking at?" Vogue and Jaeger LeCoultre at London's Fashion Night Out.

Hardly drawing breath from last week's 'Square Mile' event at the Gherkin ( jlc.watchprosite.com ), the London Jaeger LeCoultre team were an integral part of Vogue's London fashion night-out.  The idea is simple: take the main fashion shops, and the thoroughfare's on which they reside, close the streets to let pedestrians’ wander around from one emporium to the other, some bands, some games, and some speeches by Vogue’s Editors, and you have a winning event! 

Despite London's inclement weather of late, the weather gods were kind, smiled, and parted the clouds for a warm and balmy evening wandering around the event.  Needless to say that the crowds swarmed in, and where there were queues outside some of the main brands (Hermes, McQueen's, and LV were notables), others kept an implicit queue by issuing invitations and turning away hopefuls at the door. 

Jaeger LeCoultre's Boutique at 1A Bond Street, at the very heart of the closed off streets, was inundated with clients and guests from Vogue and the Jaeger collectors in London.  Jaeger was the place to be that evening with Carol Woolton, Watches and Jewellery Editor of Vogue, in attendance and giving a talk on what to expect as fashion trends in watches for women in the coming year.

[From left to right: Carol Woolton, Janek Deleskiewicz (MJLC Chief Designer), Zahra Kassim-Lakha, (Director, MJLC UK Market and Global Strategy), Harriet Grundy (PR and Communications Manager MJLC UK)]

I have to confess that I enjoyed listening to Carol Woolton provide a different insight into watches, rather than the 'gear heads' I usually listen to.  Carol delivered a speech on fashion trends within haute horologerie watches, and how the Jaeger range for women has seen a leap forward and there are a number of new offerings for the coming year.  Indeed, in a couple of areas, Jaeger LeCoultre, that was (to my mind) always at the very heart of women's watch designs and mechanical excellence (chiefly through their miracle of micro engineering: the 101 calibre), has introduced an excellent array of true joaillerie-haute horologerie for women. 

Carol Woolton identified 5 new trends; these are her classifications, but make for an interesting lexicon from which to examine the Jaeger women’s range of watches. 

The New Sensuality: seen as embodied by the Duetto Classique Diamond Set or the Master Lady Night/Day.  Carol Woolton attributed the rise of romance in design to the post Royal Wedding feelings. Not that there would be anything new in the motifs of design, but that there would be a new quality to them.  The use of new materials, particularly hard metals, will nonetheless be given a soft and romantic feel; an antique patina.

Lady Lux: Carol pinpointed two watches from the Jaeger range: the 101 or Master Lady Night Day.  A return to everyday retro styled glamour: mainly from the 1940's with pencilskirts, furs, styled and tailored blouses. The watches to look for will have an elegant 'cocktail' vibe, with a diamond setting and a silk strap (such as the 101); or the style will be given a modern up-lift and lady would wear a Master Lady Night/Day.

Heavy Metal: represented as the yellow gold duetto or Reverso/Squadra on a metal strap.  Very much in the style of 1970's glamour decade: clean geometric lines, or a certain decadence from the use of heavy metals and a 'bangle' look to the watch on the wrist.

[The watch on Carol Woolton’s wrist: the Master Moon]

[My favourite ladies watch (outside of the 101): the Master Grand Tradition Tourbillon]

Androgynous style that is defined with the Master Grand Tradition Tourbillon or the Master Moon (with leather strap): the tailored style of suits, white shirts, silk shirts that have the neck line a little lower than expected.  Carol felt that the slightly over-sized watch where women move into the men's domain of a notable and noticeable watch on the wrist, but with a possible feminine twist.  The watch has more of a tour-de-force mechanical element to it: perhaps a chronograph, a minute repeater, or a tourbillon.

Jewel colours for the wrist: seen by Carol as represented by the art deco purity of the Reverso Tribute to 1931.  Once again, emphasising the glamour aspect for the coming winter: fabrics and decorative looks will have a rich sophisticated jewel tone to them: amethyst, emerald, citrine, and sapphire.  Carol Woolton went further and emphasised that sapphire blue would be important this winter: a mixture and tapestry of blues from topaz, pastel, and the darker tones from sapphire. 

Continuing on the jewel theme, Carol Woolton felt that watches (and jewel items generally) were moving into a more artistic environment.  Vogue readers spend £121 million on watches and jewellery last year and for the money, the customer wants something that is unique to them: their own personal treasure; a one-off that has an individual meaning.  With Jaeger LeCoultre introducing an on-line personalization of your watch, there is an ability to create a watch that is truly yours.  What Jaeger has under 'one-roof' (so to speak) is the ability to engrave, enamel, and joaillerie and create something that is individual to the owner.  Coupled with the brands own modern, historic, and iconic designs, there are a myriad of possibilities and styles to suit all. 

The parting comment from Carol Woolton summed up Jaeger LeCoultre very aptly: "When I talk about Jaeger to people it’s their heritage and legacy that pulls people into the brand – it’s the watch I remember my mother wore.  Jo Craven told me: 'It’s just the watch you want to have.'".

It was a great evening and Jaeger LeCoultre are to be congratulated on a unique event for women who are interested in not only the aesthetics of watches, but the mechanics of the watch as well.  Certainly a new area for promotion from the Grande Maison, and one that I am sure will evolve.

Andrew H