JLC - Jaeger LeCoultre Opens a Flagship Boutique in London:

Jaeger LeCoultre Opens a Flagship Boutique in London:

As if any further proof was needed that London is becoming the world’s hub for the global watch industry, Jaeger LeCoultre opened up a grand and luxurious Flagship Boutique on Old Bond Street (just a few doors down from where their previous Boutique had been located). However, the move has resulted in a larger space and a Boutique that is now in keeping with the Manufacture’s aesthetic across the dedicated Boutiques. As with most other luxury brands in this day and age, global coordination and sales are organized through a network of ‘hub’ Boutiques that have both the highly trained sales staff and technical people (read onsite watchmaker) who are there to help the discerning buyer; and in keeping with the current Jaeger LeCoultre advertising campaign, the Flagship Boutique becomes a place of contact with the Manufacture to continue your understanding and appreciation of watchmaking.

The Opening Party was well attended by enthusiasts, friends of the brand, and brand ambassadors alike. It was a “swell-egant and elegant” party with free flowing champagne and bites. The entertainment was a three piece jazz set, and a cartoonist was on hand to create depictions of the event. The London Boutique is now one of five in the world that are what I would call a “hub” Boutique. The others being Hong Kong, Shanghai, New York, and Paris. The aesthetics for the Boutiques are the same: a modernized Art Deco elegance where there are a number of different elements that create this same sense of style. At the front of the Boutique is the sales area, walking through to the back lounge, on the left you pass the Reverso Bar (Reverso’s of every kind and colour you can think of) and on the right the watchmaker’s room and spare benches (to run the Master Class demonstrations for collectors). The walls are adorned with past advertisements of Reverso, Atmos, and Jaeger LeCoultre (particularly from the 1930’s). There are cases with books and historic watches, as well as a camera. LeCoultre and Co was known as a specialized precision engineering firm that produced watch movements, before it became the watch manufacturer that is known today. The camera, as with the watches, is beautifully made and finished; a gem even today.

To celebrate the opening of the Boutique, the new Jaeger LeCoultre CEO was on hand: Mr. Daniel Riedo along with over 150 close friends, clients and collectors, including professional polo players Luke Tomlinson, Eduardo Novillo Astrada and George Meyrick, actress and director Carmen Chaplin, photographer Astrid Muñoz, and Clare Mountbatten the Marchioness of Milford Haven. It truly was a star studded event! Apart from stars of the human variety, there were stars of the horological variety. A number of watches from the Jaeger LeCoultre collection were there including a Gyrotourbillon2 and a Reverso Triptych. To commemorate the opening of the Flagship Boutique, Jaeger had some of the first Reverso Art Deco watches, in white gold, and the central second hand; limited production (not limited edition) and only available through Jaeger LeCoultre Boutiques.

It was a wonderful evening and enjoyed by all. If you are in London, take a look at the new Boutique. Part museum, part social club, and all Jaeger LeCoultre horology!

Andrew H This message has been edited by 219 on 2015-05-14 08:34:35