JAEGER-LECOULTRE OPENS A NEW FLAGSHIP BOUTIQUE IN SHANGHAI

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.