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Jaeger-LeCoultre Unveils Its Newly Redesigned Flagship in New York City

Jaeger-LeCoultre has unveiled its newly redesigned flagship boutique at 701 Madison Avenue, the same location where the company opened about 10 years ago. The 1,200-square-foot store has now been expanded to a total of 2,325 square feet.

“A lot of what we’ve been working on for the past years has been to bring our manufacture to
the public, not only in our exhibitions but also in our flagships; we bring history, we bring
education with our discovery workshops, we bring an artistic dimension, and of course a
lot of storytelling from the manufacture directly to the public,” chief executive officer Catherine Renier told WWD.

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Jaeger-LeCoultre’s newly redesigned flagship in New York City.
Jaeger-LeCoultre’s newly redesigned flagship in New York City.
Jaeger-LeCoultre’s newly redesigned flagship in New York City.
Jaeger-LeCoultre’s newly redesigned flagship in New York City.

The new flagship gives customers a more detailed view of the world of watchmaking, expertise, and innovation the brand is known for.


“We want our visitors to feel at home, to feel welcome. Education and sharing are
fundamental for Jaeger-LeCoultre, even more as the Watchmaker of Watchmakers. In this
spirit, explaining and demonstrating watchmaking is part of our boutique role and our door
should be easy to open,” added Renier.

The boutique’s entrance is set between two large windows and leads to an open-plan main floor, with double-height ceilings that blur the boundaries between the rooms, and is composed of natural colors and organic materials such as limestone and oak, with accents of black brushed metal, which mimic the brand’s home in the Vallée de Joux.

Visitors first encounter the “Craftsmanship Table,” where they can gain a deeper understanding of the brand’s history, as well as discover the brand’s Métiers Rares, a small atelier within the factory that was introduced in 2016. It is dedicated to the rare techniques of finishing, such as enameling, engraving, the gem-setting and guilloching.

The wall located behind houses a display case with a selection of the rarest timepieces from the current collection.

The Craftsmanship Table.
The Craftsmanship Table.
The Strap Wall.
The Strap Wall.

To the right side of the boutique, visitors discover the high-end movements Jaeger-LeCoultre manufactures, which range up to 1,400, with highlights from the current collection housed in an oval display counter. Beyond the display counters, an interactive Strap Wall allows clients to personalize their timepieces.

Toward the left of the entrance, visitors encounter the 1931 Café, which pays homage to the Reverso watch introduced in 1931 that is representative of the emblematic Art Deco design.

The 1931 Café.
The 1931 Café.

Adding to the various immersive experiences, located next to the 1931 Café, a Cabinet de Curiosités houses a display of objects that tell the story of the factory and its three principal fields of watchmaking excellence through the themes of “The Sound Maker,” “The Stellar Odyssey” and “The Precision Maker.” In the cabinets center, visitors can interact via a screen and a library of nine educational videos that have been produced by the maison, giving customers a behind the scenes look at the brand’s pillars of creation — design, production, assembly, finishing and ornamentation.

To round off the redesign, Jaeger-LeCoultre has created a VIP lounge in the heart of the boutique.

The Cabinet de Curiosités.
The Cabinet de Curiosités.
Jaeger-LeCoultre’s newly redesigned flagship in New York City.
Jaeger-LeCoultre’s newly redesigned flagship in New York City.

Adjacent to the lounge, a sculptural staircase spirals up to a glass box mezzanine that overlooks the main floor, aptly named the Atelier d’Antoine — where a maximum of six guests can take part in discovery workshops led by watchmaking experts, all which can be booked online at the brand’s website.

The Atelier d’Antoine.
The Atelier d’Antoine.
The VIP Lounge.
The VIP Lounge.

The boutique also has an in-house watchmaker who is tasked with changing or resizing bracelets, as well taking care of after-sale services.

The Swiss brand currently operates flagship boutiques in the U.S. in Beverly Hills; Boca Raton, Fla.; Las Vegas; Costa Mesa, Calif.; Palm Beach, Fla.; Houston, and Miami’s Design District.

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