Jaeger-LeCoultre has opened a new flagship boutique at Shanghai’s neighborhood in K11 art mall.
In homage to watchmaking, the layout space of this boutique 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 when they move forward. 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, visitors will find display cases containing the highlights of Jaeger-LeCoultre’s current collections. Alongside the vitrines a fascinating, interactive calibre wall instantly enticing the visitor to discover some of the most emblematic movements that underline the Maison’s authority as the watchmakers’ watchmaker.
After discovering the physical calibres, then exploring them in depth through the digital showcases, guests can continue the learning experience on WeChat, with more movements 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, allowing 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 informational videos introduces the visitors to the beautiful world of the Vallée de Joux and initiates them into the secrets of enamelling, engraving and anglage (chamfering/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 by fascinating displays but also through Discovery Workshops that offer direct hands-on experience of watchmaking.
An exact reproduction of its counterpart within the Manufacture Jaeger-LeCoultre, this is the first permanent installation of an Atelier d’Antoine outside Switzerland. The discovery Workshops will 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 interactive experience in a dynamic format that encourages interaction.
Participants will learn about the working of watch movements, technical and creative skills required to produce fine timepieces, the various stages involved in their fabrication, and the artistic crafts employed in haute horlogerie. They will also discover 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 Master classes 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.