From Rolex & Tudor to Jaeger-LeCoultre, tell us more about the DNA of the brand, and what sets you apart from other watch brands?
Jaeger-LeCoultre is a 182 year old Manufacture. The brand’s inventiveness and heritage characterises our Maison. These aren’t just meaningless platitudes; both qualities are clearly demonstrated by our heritage gallery. The level of independence we enjoy in our production facilities sets us apart from other brands who struggle to find suppliers for their parts, we don’t have this problem. Our main current challenge is linked to our growth and meeting our demand. The market has clearly expressed a desire to see more of our high complications. So, we are aiming to increase our production capacity of these by focusing on training. Our watchmakers follow an upward progression in our manufacture. They learn from our most trained masters to themselves become mentors
You’ve been with Jaeger- LeCoultre since 2011. How did it feel to become CEO, and what’s an objective you are still aiming to achieve?
Prior to my nomination I was the industrial director for the Maison. I therefore knew the manufacture quite well. Our main challenge is to keep on building this place and to deliver the spirit of invention to our audience whilst staying true to our heritage.
What do you think customers are looking for nowadays and who is the Jaeger-LeCoultre man and woman?
Customers are nowadays looking for true watchmaking content and they are looking for legitimate Maisons which are inventive and at the same time true to their heritage. With over 180 years of true watchmaking and constant innovation I think Jaeger-LeCoultre offers all of that. Customers also want more than a simple purchase; they want an entire experience, a journey, which must be in line with their perception of the timepiece they are about to acquire, and they want excellent customer service worldwide.
When it comes to defining the Jaeger-LeCoultre man and woman, it is a difficult exercise as our collections are very diverse, from the iconic Reverso to the Extreme Lab. However, it is safe to say the Jaeger-LeCoultre man and woman appreciate understated luxury, craftsmanship and authenticity.
Tell us more about the SIHH novelties and how the collection was received.
This year’s collection was inspired by the Astral theme. We used this opportunity to highlight the expertise of Jaeger-LeCoultre in astral complications. Our philosophy is as always to push the limits of the watchmaking art, which is why we have sought to provide the most precise moon-phases.
The moon phase of the Duomètre Sphérotourbillon will therefore show a one-day difference after a stunning 3,887 years and 972 years for the moon phase of the Rendez-Vous Moon.
To embody the magnetic beauty of the sky, moon and stars, Jaeger-LeCoultre opted for materials directly related to its source of inspiration, such as meteorite stone, lapis lazuli and bordeaux aventurine. These rare and mysterious materials are an integral part in the design of the watches, while offering a singular experience through the energy and intensity they convey. The collection was very well received.
How do you assess the Swiss watchmaking industry now in comparison with the last five years? What are the obstacles and challenges that you are facing?
In recent years, High Watchmaking has kept increasing its power of attraction. Luxury clients are looking to live more intensely but without conspicuous spending.
Our Maison offers timepieces with unmatched history and content. We are a global brand having clients from around the world shopping in our 78 boutiques. Although we find the markets to be changing faster than in the past our sales remain strong. We are continuing to invest in the development of new design, new watchmaking features. This is what we are known for and will keep doing in the months and years to come.
What’s the strategy you adopt to stay ahead of competition?
Jaeger-LeCoultre is a true watchmaking manufacture. We have a strong control over our production and can therefore quickly adapt ourselves to a changing environment. Most importantly we will try to be even more creative and develop timepieces in tune with our clients’ expectations.
Tell us about Jaeger-LeCoultre and the relation with Film festivals.
Jaeger-LeCoultre’s affinities with the 7th Art stemming from the inherent kinship between two worlds infused with the same creative effervescence, inspired by a longstanding tradition and the absolute quest for excellence. The Venice Film Festival is not the only major artistic event in which Jaeger-LeCoultre plays a key role. The Manufacture has for a decade been closely associated with the most important cinema festivals around the globe. Since 2011, Jaeger-LeCoultre has been a partner of the Shanghai International Film Festival, and helps protect China’s cinematographic heritage by funding restoration of its movie classics. In 2013 Jaeger-LeCoultre launched the Filmmaker in Residence Program in New York as part of the Film Society of Lincoln Center, an initiative that supports New York City filmmakers and their future projects. Committed to supporting filmmaking in all its diversity, Jaeger-LeCoultre is also a proud sponsor of festivals in San Sebastián, Toronto, and Los Angeles.
Tell us about Jaeger-LeCoultre and the Middle East in terms of market importance and performance.
The Middle East region is important for Jaeger-LeCoultre, and we will continue to work hand-in-hand with our partners to develop our activity. We have witnessed an increasing interest in timepieces in the Middle East; this can be seen in the growing number of fairs and shows dedicated to watches. For example, the first edition of the Salon International des Grandes Complications was held for the first time last year in the UAE where the Duometre Unique Travel Time won a distinction as best travel time watch. We will keep on enhancing our point of sale network, not only by opening new boutiques but also by enhancing our current network. We will also continue building ties with our locally based customers through local events such as British Polo Day in Abu Dhabi and Dubai.
We heard that the Reverso might have a new facelift in 2016, is that true? What’s in the pipeline for Jaeger-LeCoultre?
In the year to come we will celebrate the 85th anniversary of our iconic Reverso. We have some very interesting surprises to present to our clients in the coming year, notably in term of ladies design and with some automatic movement to equip our watches… but this is only a few hints… You will find out much more soon.
What’s on your wrist from Jaeger-LeCoultre? And why?
Today I wear the Gyro Tourbillon 3 we have released in 2013, to celebrate our 180 years anniversary. This is one of my personal favourite equipped with a beautiful two-axis tourbillon and a digital chronograph
To what extent you think endorsing a celebrity serves the brand in a way?
Celebrity endorsement is only justified if there is a set of common values shared between the celebrity and the brand. When this is the case then celebrity endorsement does make sense.
In our latest campaign we have decided to feature people who share our value of passion for excellence, hard-work and dedication and with whom we have a long-standing relationship. Carmen Chaplin renowned film-maker, Eduardo Novillo Astrada winner of the Triple Crown, Philippe Jordan master director and Dr Craig Venter decoder of the human genome.
By sharing their stories, these friends of the brand broaden our horizon and reveal its true essence and trigger emotions.
Interviewed by Lara Mansour Sawaya
