• A warm and immersive environment that takes visitors on an imaginary journey to the Manufacture Jaeger-LeCoultre
• A complete display of all the watchmaking techniques and products proposed by La Grande Maison
• Two VIP lounges – one featuring an art installation by Emirati architect Abdalla Almulla

Jaeger-LeCoultre announces the opening, on November 23 2024, of an expanded and redesigned flagship boutique in Dubai Mall, the United Arab Emirates’ most prestigious shopping and lifestyle destination.

Design inspiration from the Vallée de Joux

Behind the glass façade, the interior design is defined by references to the Vallée de Joux’s natural beauty, with organic materials, clear, natural colours and carpet designs inspired by trees, rocks and minerals. With a finely judged balance of straight lines and soft curves, the decor also makes a subtle nod to Art Deco, a design language close to the heart of Jaeger-LeCoultre as it represents the origin of the Reverso. The ambience is open, warm and welcoming, inviting visitors not only to discover Jaeger-LeCoultre’s timepieces but also to explore the entire world of La Grande Maison.

Discovering emblematic calibres and ground-breaking patents

Immediately inside the entrance, the Patent Wall celebrates Jaeger-LeCoultre’s inventiveness as the holder of more than 430 patents for inventions that have advanced timekeeping precision, ergonomics and aesthetics. The interactive display invites visitors to explore the Manufacture’s four key areas of expertise: Sound, Celestial, Precision and Design.

An interactive Calibre Wall displays some of the most emblematic calibres that underline La Grande Maison’s authority as the ‘Watchmaker of Watchmakers™’. Drawn from more than 1,400 calibres created to date, the physical calibres are arranged according to four fields of expertise: Precision, Chiming, Functional and Thin & Small. A touch-screen invites visitors to choose among fascinating videos from Jaeger-LeCoultre’s Behind the Calibres series, taking them deep inside the design and history of key movements.

Historic milestones and a celebration of craftsmanship

To one side of the main display area in the heart of the boutique, the Manufacture Wall celebrates the 180 skills brought together in Jaeger-LeCoultre’s fully integrated Manufacture, presenting each of the five main steps of fine watchmaking: design, production, finishing, assembling and ornamentation. A series of evocative In The Making videos initiates visitors into the secrets of each step, with each film focusing on a different skill and telling the story of the craftsman in his or her own words.

Underlining Jaeger-LeCoultre’s history of creativity and innovation, the Manufacture Table presents the milestones of the Maison’s 190 years of history, which parallel the development of the watchmaking industry as a whole. The Manufacture Table also presents four Métiers Rares™ that are housed in their own atelier within the Manufacture: engraving, guillochage, enamelling and gem-setting.

An exceptional showcase of timeless timepieces

The Jaeger-LeCoultre boutique in Dubai Mall showcases a stunning display of timepieces, offering an unparalleled opportunity for collectors and enthusiasts to explore the diversity and craftsmanship of the Maison. Visitors can admire the timeless icon, the Reverso, the adventurous spirit of the Polaris, and the refined sophistication of the Rendez-Vous. The Master Ultra-Thin and Master Control series highlight Jaeger-LeCoultre’s expertise in creating elegant, ultra-precise calibres, while the Duometre and Master Grande Tradition showcase the brand’s ground-breaking innovations in high complications. Additionally, the Atmos clock, a masterpiece of horological engineering, stands as a symbol of Jaeger-LeCoultre’s technical ingenuity and design. This exceptional array of timepieces embodies the spirit of La Grande Maison, where artistry and technical mastery converge, making the Dubai Mall boutique a true destination for horology lovers and watch enthusiasts alike.

The power of personalisation

Adjoining an open lounge area, the Personalisation Wall inspires clients to create a truly personal expression of their style by customising their timepieces. An interactive Strap Bar invites them to experiment with Jaeger-LeCoultre’s complete strap collection for all models and discover their own perfect pairing of watch case with strap material, colour and stitching. The power of personalisation is taken further with a display of engraved and lacquered Reverso case-backs that provide inspiration for owners of Monoface Reverso models who may wish to add a personal emblem in engraving, lacquer or enamel.

A pause for refreshment

Visitors to the boutique are invited to enrich their experience of La Grande Maison by pausing to enjoy a refreshment in the Welcome Area – the first of its kind to be integrated into a Jaeger-LeCoultre boutique in the Middle East. It is designed in homage to Art Deco, the period when the Reverso was born. In this inviting ambience, visitors can discover flavours from the Vallée de Joux in beverages specially created for the Maison by the Parisian master pastry chef, Nina Métayer.

Two VIP Lounges and a newly commissioned art installation

Discreetly located in the farthest end of the boutique are two interconnecting VIP Lounges, offering a refined and private experience to collectors and special clients. One lounge can be transformed in moments into a private screening room, enabling guests to fully immerse themselves in a selection of fascinating and educational watchmaking films. The other lounge features an expressive and eye-catching art installation specially commissioned for the boutique from Emirati architect and artist Abdalla Almulla. An allegory for the longstanding link between Jaeger-LeCoultre and the United Arab Emirates, the geometric patterns captured in the art piece evoke the forms of pine cones from the Vallée de Joux forests and the trunks of date palms from the Dubai desert, with a subtle transition in colour from one to the other.

Hands-on watchmaking experiences

A dedicated Atelier d’Antoine workshop space is set behind glass walls. Here, Jaeger-LeCoultre presents hands-on programmes for watch enthusiasts who wish to know more about how a fine mechanical watch is made. Based on different themes that are core to the Jaeger-LeCoultre story, the Discovery Workshops and Masterclasses are richly immersive experiences that combine theoretical learning with hands-on watchmaking practice, to groups of a maximum of eight people per workshop.

Much more than a place only to purchase exceptional timepieces, the redesigned Jaeger-LeCoultre flagship in Dubai Mall invites visitors to pause and take the time to immerse themselves in the creative and cultural world of La Grande Maison, the ‘Watchmaker of Watchmakers’™ from the Vallée de Joux.

The Jaeger-LeCoultre Dubai flagship boutique is located on the Ground Floor of Dubai Mall.

The boutique will open :

• Monday to Friday from 10.00 am to 11.00 pm;
• Saturday and Sunday from 10.00 am to 12.00 pm.

THE MANUFACTURE TO MADISON AVENUE

Jaeger-LeCoultre, proudly announces the grand transformation of its flagship boutique at 701 Madison Avenue. This occasion opens a fresh chapter in the Maison’s enduring relationship with New York City, inviting visitors to embark in the fascinating world of watchmaking and the remarkable story of Jaeger-LeCoultre’s heritage, expertise and creativity.

Located at the same address as the Maison’s previous boutique, the new flagship is much larger than its predecessor. The entrance is set between two large windows, commanding a strong presence on the street and exuding a sense of openness and welcome. Inside, the double-height space evokes the serenity and beauty of Jaeger-LeCoultre’s home in the Vallée de Joux, with an emphasis on natural colours and organic materials – limestone and oak, with accents of black brushed metal.

A Celebration of Craftsmanship

The open-plan main floor has been designed as a series of flowing spaces that offer different levels of interaction for visitors, enabling them to gain a deeper understanding of the Maison and the art of watchmaking. Directly facing the entrance, the Craftsmanship Table is an invitation to discover the beauty of the Métiers Rares, including enamelling, engraving and gem-setting – just a few of the 180 skills housed within Jaeger-LeCoultre’s integrated Manufacture. On the wall behind, a display case houses a selection of the rarest and most precious timepieces from the current collection.

A World of Personalisation and Heritage

To the right, arranged to form an oval, display counters showcase all of the highlights of the Maison’s current collections. Nearby, a fascinating, interactive calibre wall draws visitors to discover some of the most emblematic of the 1400+ calibres created by the Maison since its founding, underlining its authority as “the Watchmaker of Watchmakers”. Beyond the display counters, an interactive Strap Wall enables clients to personalize their timepieces by experimenting with the many options and discovering their own perfect pairing of watch case with strap material, color and stitching. The power of personalization is taken even further with a display of engraved and lacquered Reverso case-backs that reveal the deep pleasure of owning a timepiece that holds a personalized emblem and thus truly belongs to its owner.

The 1931 Café

In the area to the left of the entrance, visitors are invited to enrich their experience of the Maison by pausing to enjoy a refreshment in the 1931 Café. Named for the year in which the celebrated Reverso was born, the café features a wall of tiles in a bespoke pattern derived from lettering created by Alex Trochut under the Maison’s Made of Makers programme – a subtle homage to the Art Deco design of the Reverso.

Exploring the story of the Manufacture

Next to the 1931 Café, a Cabinet de Curiosités houses an intriguing display of objects that tell the story of the Manufacture and its three principal fields of watchmaking excellence through the themes of The Sound Maker, The Stellar Odyssey and The Precision Maker. Set in the centre of the cabinet is a screen where visitors can choose from a library of nine evocative and educational In The Making videos that take them behind the scenes at Jaeger-LeCoultre, revealing in depth the five steps of creating a watch in the Maison’s fully integrated Manufacture: Design, Production, Assembly, Finishing and Ornamentation.

An Educational Journey with Atelier d’Antoine

Deep in the heart of the boutique, several steps lead to a secluded and intimate VIP Lounge, where clients can discover exceptional timepieces in greater privacy. Nearby, a dramatic, sculptural staircase spirals up to a ‘glass box’ mezzanine overlooking the main floor. This is the home of the Atelier d’Antoine – an opportunity to explore the world of Swiss fine watchmaking in a new way. Here, themed Discovery Workshops are hosted by a watchmaking expert and offered to a maximum of six participants at a time; the workshops blend theoretical education and direct hands-on experience of watchmaking in a dynamic and interactive format.

Highlighting Jaeger-LeCoultre’s commitment to excellence, an in-house watchmaker is set at the boutique to undertake tasks such as changing or re-sizing bracelets, as well as effecting after sale services.

Much more than just a place to purchase exceptional timepieces, the new flagship on Madison Avenue welcomes visitors to pause and take time, immersing themselves in the fascinating world of watchmaking and the remarkable story of Jaeger-LeCoultre, taking a deep dive into the Maison’s heritage, its watchmaking expertise and its spirit of innovation and creativity.

Location, Opening Hours and Admission

The Jaeger-LeCoultre flagship boutique is located at 701 Madison Avenue, New York and will be open to guests Monday through Saturday from 10:00am to 6:pm.

Atelier d’Antoine Workshops may be booked online at: https://www.jaeger-lecoultre.com/atelier-antoine-in-store-experiences-new-york

Jaeger-LeCoultre is pleased to announce the opening of a new flagship boutique at Shanghai’s (neighborhood) in K11 art mall. The boutique represents a new chapter for La Grande Maison, translating its spirit into a warm and inviting environment that brings the Manufacture to the other side of the world, taking visitors on a journey into its heart.

In homage to watchmaking, the layout space was conceived as a series of interconnected circles and curves, reminiscent of the components of a watch movement. The linked spaces create different layers of interaction for visitors as they intuitively follow the path through the store, gaining a deeper understanding of the Maison as they move further into it. With an emphasis on organic materials and natural colours, the décor fuses tradition and modernity, evoking the serenity and beauty of Jaeger-LeCoultre’s home in the Vallée de Joux.

Facing Shanghai’s South Huangpi Road, the boutique’s façade is a new expression of the Maison, made of glass shingles inspired by the tavaillon (wooden tile) cladding used on traditional Vallée de Joux buildings to provide protection from the harsh winter climate. Fusing tradition and technology, the glass shingles are back-lit to create a constantly changing play of colour and sense of movement. This fascinating display evokes the glass-fronted northern façade of the Manufacture, which reflects its surroundings, changing appearance according to the weather and time of day.

On entering the boutique, the visitor encounters display cases containing the highlights of Jaeger-LeCoultre’s current collections. Alongside the vitrines a fascinating, interactive calibre wall elevates the space beyond the classic retail environment, immediately drawing the visitor to discover some of the most emblematic calibres that underline the Maison’s authority as “the watchmakers’ watchmaker”. After discovering the physical calibres, then exploring them in depth through the digital showcases, visitors can continue the learning experience on WeChat, with more calibres presented in augmented reality.

Drawn naturally into the second area of the boutique, visitors can explore the power of personalisation. A history of the Reverso shows why, more than any other watch, it represents the special pleasure of owning a timepiece that holds a secret, personalised emblem and thus truly belongs to its wearer. Alongside the Reverso display, an interactive Strap Bar offers more options for personalisation, inviting visitors to handle and play with Jaeger-LeCoultre’s complete strap collection for all models.

The visitor’s path then leads to a deeper exploration of the Manufacture, and the tremendous range of métiers and watchmaking gathered under its roof. A series of evocative and educational videos introduces them to the beautiful world of the Vallée de Joux and initiates them into the secrets of enamelling, engraving and anglage (champfering/edging), as well as design and the research & development process that continually gives birth to innovations.

Deep in the heart of the store, visitors arrive at the Atelier d’Antoine, where they are invited to discover the most refined expression of Jaeger-LeCoultre’s know-how, not only through fascinating displays but also through Discovery Workshops that offer direct hands-on experience of watchmaking.

An exact replica of its counterpart within the Manufacture Jaeger-LeCoultre, this is the first permanent installation of an Atelier d’Antoine outside Switzerland. The discovery Workshops provide an opportunity to explore the world of Swiss fine watchmaking in a new way. Hosted by a watchmaking expert, the workshops blend academic education and hands-on experience in a dynamic format that encourages interaction. Participants will dive deep into the heart of watch movements to understand how they work; they will discover the myriad technical and creative skills required to produce fine watches, the many different stages involved in their fabrication, and the artistic crafts employed in haute horlogerie. They will also learn about the past, present and future of watchmaking at Jaeger-LeCoultre and in the Vallée de Joux and will be invited to use larger-scale models to try to replicate the work of the Maison’s highly skilled watchmakers.

The first programme offered at Atelier d’Antoine in the Maison Flagship store will be the Reverso Discovery Workshop, during which participants will dive deep into the Reverso archives and go hands-on with a variety of models. Later, the Sound Maker Discovery Workshop and Masterclasses will also be offered.

One wall of the Atelier d’Antoine space is dedicated to a Cabinet of Curiosities, which showcases three pillars of Jaeger-LeCoultre’s expertise: Celestial complications, The Soundmaker and Precision. Alongside this, a display dedicated to the Métiers Rares reveals in more depth how a Reverso can be transformed into a personalised work of art through enamelling and engraving, showcasing the many steps of these processes.

More than just a boutique, the new Global Flagship boutique invites visitors to immerse themselves in the fascinating world of watchmaking and the remarkable story of Jaeger-LeCoultre, taking a deep dive into the Maison’s heritage, its watchmaking expertise and its spirit of innovation and creativity.

Atelier d’Antoine Workshops may be booked online here.