Jaeger-LeCoultre

Tim_M
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Difficult to Resolve This One

A great concept for a retrospective! I have an affection for orphan watches and unloved models, so I'll probably end up with this Squadra at some point ;-)

It is good that we take some time to discuss this model. Often, we revisit the true classics and admiration comes easily; praise flows with the practice of years when classic calendars, ultra thins, memovox, and traditional Reversos are discussed. Like the JLC quartz, hybrid mecha-quartz and the Odysseus series, the Squadras aren't given the same depth of consideration we devote to favorites new and old.

But this Squadra - the entire Squadra line, really - is like an island in the manufacture's history. On paper, the Squadra World Time looks like a winner. If you had told JLC fans in 2006 that the company was about to launch a Reverso that was a) complicated b) a chronograph c) a grand date d) a world timer and e) automatic, most would have responded in a very positive fashion. Yet, the integration of these components falls short, and my theory is that the main shortcoming is the package. Aesthetically, all here seem to admire at least one facet of the design. Verso? Recto? Each seems to have its fans, so what else explains the widespread lack of affection for this watch?

Personally, I enjoy both the recto and verso, but my 6.4" wrist cannot accommodate this beast (it makes even my EWA feels small in comparison). Others with more robust wrists seem to agree that the size is overwhelming. Even worse, the low aspect ratio of the case means that unlike large rectangular Reversos, this one is almost as wide as it is tall, so the impression of enormity is reinforced. Add a dual-dial complication sandwiching an auto winding system, and the thickness kills any remaining prospects for the success of the package.

Coming from a somewhat younger demographic, it seems to me that the Squadra was intended as JLC's aspirational watch for younger watch collectors who might have been drawn to the image of AP's Offshores, Hublot's Big Bang, 44-47mm Panerais, or even something like Zenith's Defy Xtreme.

However, there were several external factors that conspired against the Squadra, and most were attributable to bad luck and bad timing

The problem was two-fold. First, sometime between the Squadra's inception and its arrival on the market, the original rectangular Reverso struck a chord with younger buyers and was embraced as a kind of retro-cool statement. It wasn't a market threat to the Offshore or its ilk, but the old Revesro soon became the only choice for the kind of younger collector who would consider a JLC or Reverso in the first place (i.e., the Squadra's target customer!).

Second, the Squadra faced a great deal of competition and a receding market. By the time the Squadra line launched in 2007, it was late to the party that already included *many* established entries in the "giant sports watch" segment. Even in-house competition from the traditional Reversos on the dress side and the Master Compressors on the sports side offered better fit for human-sized wrists, a wider selection of case sizes and complications, and more versatility for use with formal dress.

Moreover, the first signs of the economic slowdown already were evident in late 2007, so the Squadra never established a clientele before the segment collapsed. For a period from 2008-2010, this type of watch was *poison* in showroom cases; dealers, manufacturers suffered greatly.

At this point, the Squadra seems like a ship without a state within the JLC catalog. It seems to have few ardent fans, and it feels like it's been a while since we've seen any development of the offerings.  We wait for the other shoe to drop...


Best,

Tim