WatchesFeb 23, 2024
Rolex to Open New Watchmaking School in Dallas WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship
The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.
Watchmaker Jaeger-LeCoultre has opened its newly revamped flagship on New York City’s Madison Avenue.
New York—Jaeger-LeCoultre has unveiled its redesigned flagship boutique on New York City’s 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,” said the company.
While still located at 701 Madison Avenue, the revamped store is larger post-renovation, with an open-plan main floor.
The entrance sits between two large windows, “exuding a sense of openness and welcome,” said the company.
“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,” said the company.
While still located at 701 Madison Avenue, the revamped store is larger post-renovation, with an open-plan main floor.
The entrance sits between two large windows, “exuding a sense of openness and welcome,” said the company.
The renovated store’s design focuses on natural colors and organic materials, including limestone and oak, said the company.
The space was inspired by Switzerland’s Vallée de Joux, evoking “serenity and beauty,” said Jaeger-LeCoultre.
The double-height space was inspired by the “serenity and beauty” of its home in Switzerland’s Vallée de Joux, with a focus on natural colors and organic materials, including limestone and oak, with black brushed metal accents.
The space includes a secluded VIP lounge and a sculptural staircase that leads to a “glass box” mezzanine overlooking the main floor.
On the mezzanine, visitors will find Atelier d’Antoine, a space, named after company founder Antoine LeCoultre, where they can explore the world of Swiss fine watchmaking through workshops. Hosted by watchmaking experts, up to six participants can join a class that blends theoretical education with hands-on watchmaking.
Up to six people can book a workshop session at Atelier d’Antoine, a space within the store to learn more about Swiss fine watchmaking.
The store also employs an in-house watchmaker that can change or resize bracelets and help with after-sale services.
Facing the entrance, visitors will find the “Craftsmanship Table,” which shares the story of the Métiers Rares, where the company’s artisans work. It highlights a few of their 180 collective skills, it said, including enameling, engraving, and gem-setting.
The wall behind that display showcases a selection of “the rarest and most precious timepieces” from the current collection.
Nearby, counters arranged in an oval showcase highlights from its collections.
An interactive wall displays some of the 1,400 calibers created by the watch company since its founding in 1883.
The store’s “Strap Wall'' lets shoppers explore personalization options.
There is also an interactive “Strap Wall” that lets shoppers personalize their timepieces by mixing and matching the strap material, color and stitching to best complement their watch case.
For more personalization inspiration, visitors can also see a display of engraved and lacquered “Reverso” casebacks.
To the left of the entrance, shoppers will find the 1931 Café, a nod to the year the brand created its popular Reverso model.
The 1931 Café
The café’s walls are tiled in a bespoke pattern, inspired by lettering created by artist and graphic designer Alex Trochut as an ode to the Art Deco design of the Reverso. Trochut collaborated with the brand as part of its “Made of Makers” program.
Beside the café sits a “Cabinet de Curiosités” which showcases objects that tell the brand’s story and share the three principal fields of watchmaking, said the company.
The store’s “Cabinet de Curiosités” helps to tell the brand’s story through interesting objects and educational videos.
At the center of the cabinet is a screen where visitors can choose from a library of nine “In the Making” education videos that share the five steps of creating a watch, including design, production, assembly, finishing, and ornamentation.
The new location is more than a place to buy watches, said the company.
“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.”
More on Watches
The Latest
MajorsAug 26, 2024
Longtime Industry Sales Trainer Lenny Zell Dies at 97Said to be the first to write a jewelry sales manual for the industry, Zell is remembered for his zest for life.
AuctionsAug 23, 2024
Abernethy Pearl Tops Estimates at Auction A buyer paid more than $100,000 for the gemstone known as “Little Willie,” setting a new auction record for a Scottish freshwater pearl.
CollectionsAug 23, 2024
Piece of the Week: Gumuchian’s Colorful ‘Spectrum’ NecklaceAnita Gumuchian created the 18-karat yellow gold necklace using 189 carats of colored gemstones she spent the last 40 years collecting.
Brought to you by
Watch: Natural Diamonds: A Great (but Often Untold) Geology StorySupplier Spotlight Sponsored by GIA.
SourcingAug 22, 2024
2,492-Carat Diamond Recovered From Botswana Diamond MineThe giant gem came from Karowe, the same mine that yielded the 1,109-carat Lesedi La Rona and the 1,758-carat Sewelô diamond.
Weekly QuizAug 23, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsAug 22, 2024
Kaley Cuoco Has a Three-Stone Engagement Ring With a TwistThe three-stone ring was designed by Shahla Karimi Jewelry and represents Cuoco, her fiancé Tom Pelphrey, and their child.
CollectionsAug 22, 2024
Greenwich St. Jewelers Collabs with TikTok Jewelry Content CreatorThe Manhattan jewelry store has partnered with Xarissa B. of Jewel Boxing on a necklace capsule collection.
Brought to you by
Watch: Forging the Next Generation of Skilled Bench Jewelers at GIASupplier Spotlight Sponsored by GIA
TechnologyAug 21, 2024
Instagram’s Notes Feature Expands to Posts, ReelsActing as temporary virtual Post-it notes, Notes are designed to help strengthen mutual connections, not reach new audiences.
TrendsAug 21, 2024
Carol Woolton To Release New BookThe jewelry historian discusses the history and cultural significance of jewelry throughout time and across the globe.
TrendsAug 21, 2024
Amanda’s Style File: Shimmy and ShakeFrom fringe and tassels to pieces that give the illusion they are in motion, jewelry with movement is trending.
IndependentsAug 20, 2024
Mixed-Media Jewelry Artist Jan Yager Dies at 72The designer and maker found community around her Philadelphia studio and creative inspiration on the sidewalks below it.
ColumnistsAug 20, 2024
Google Ads Payment Policy Change: What It Means For YouThe change to accepted payment methods for Google Ads might seem like an irritation but actually is an opportunity, Emmanuel Raheb writes.
IndependentsAug 20, 2024
Pat Henneberry Releases MemoirThe industry consultant’s new book focuses on what she learned as an athlete recovering from a broken back.
Events & AwardsAug 20, 2024
The Ethical Gem Fair Is Going to CaliforniaThe fair will take place on the West Coast for the first time, hosted by Altana Fine Jewelry in Oakland, California.
MajorsAug 20, 2024
Kathy Hillelson Joins Board of WJA Foundation Hillelson is a second-generation diamantaire and CEO of Owl Financial Group.
Events & AwardsAug 19, 2024
Nominations Are Open for the 2025 Gem AwardsSubmissions in the categories of Jewelry Design, Media Excellence, and Retail Excellence will be accepted through this Friday, Aug. 23.
AuctionsAug 19, 2024
Scotland’s Famed Abernethy Pearl Is Up for Sale Known as “Little Willie,” it’s the largest freshwater pearl found in recent history in Scotland and is notable for its shape and color.
IndependentsAug 19, 2024
Kentucky Jeweler Closing After 89 YearsClements Jewelers in Madisonville cited competition from larger retailers and online sellers as the driving factor.
SourcingAug 19, 2024
A&C Gem Trading Corp. Relocates, Opens Wholesale ShowroomThe gemstone company is moving to the Ross Metal Exchange in New York City’s Diamond District.
CrimeAug 16, 2024
Jewels Stolen During Green Vault Heist Back on DisplayMost of the 18th century royal jewelry taken from the Green Vault Museum in Dresden, Germany, in 2019 went back on display this week.
IndependentsAug 16, 2024
Louis Anthony Jewelers Announces First Resort StoreThe Pittsburgh jeweler has opened a store in the nearby Nemacolin resort.
CollectionsAug 16, 2024
Piece of the Week: Jonne Amaya’s ‘Cat Claw’ NecklaceWith a 40-carat cabochon emerald, this necklace is as powerful and elegant as a cat.
Events & AwardsAug 16, 2024
IJO Names Jewel-Craft as VIP Vendor of the YearThe Erlanger, Kentucky-based company was recognized for its reliability when it comes to repairs and fast turnaround times.
SourcingAug 15, 2024
Greenland Ruby Is Up For SaleUnable to pay its debts, the ruby and sapphire miner is looking to restructure and become a “competitive and attractive” company.
TrendsAug 15, 2024
Paola De Luca to Debut Trendbook 2026+ at VicenzaoroThe trend forecaster’s latest guide has intel on upcoming trends in the jewelry market.
Events & AwardsAug 15, 2024
Heather Ingraham Awarded WJA Helene Fortunoff Scholarship Ingraham said she’ll use the scholarship funds to attend the Women’s Leadership Program at the Yale School of Management.
