Source: Images and content by Jaeger LeCoultre @ Jaeger LeCoultre.
A Booth Designed to Bring a Great Heritage to Life
At Watches and Wonders 2024, Jaeger-LeCoultre pays homage to the genesis of precision – a story that began many generations years before the Maison was founded and is intrinsically bound to the history of the Vallée de Joux and the metalworking crafts that flourished there before the advent of watchmaking.
To offer visitors a rich experience of this fascinating story, the design of the booth was inspired by the forges of the 18th and 19th centuries, where the Vallée de Joux’s blacksmiths honed their skills. The use of industrial-style design elements, and materials such as rusted metal, brushed metal, mineral stone, bricks and oak evoke a sense of time and place. At the centre of the space, the flames of the forge are translated into a spectacular Fire Pit set in a hearth of iron stone. Projected onto huge LED screens that surround the fire, a sound-and-light show narrates the story of Swiss watchmaking in the Vallée de Joux – beginning with the first inhabitants to settle this harsh and wildly beautiful landscape, tracing the arrival of the LeCoultre family, the birth of metallurgy, the dawn of watchmaking and the birth of what was to become one of the great names of fine watchmaking: Jaeger-LeCoultre. Different scenes are animated with fire effects – smoke, sparks and flames – for dramatic effect. The show is presented every hour, with a running time of three minutes.
Featuring discrete spaces and different levels, the layout of the booth invites visitors to immerse themselves more deeply in the principles of precision, exploring the many layers of the story while also discovering the Maison’s newest timepieces
