Jaeger-LeCoultre’s CEO Talks New Madison Avenue Store and the Brand’s Constant-classic Reverso Watch
Since joining the luxury watchmaker in 2018, chief executive officer Catherine Rénier has led Jaeger-LeCoultre through a host of major initiatives and milestones that have continued the brand’s focus on its heritage and precision.
The brand recently reopened its Madison Avenue flagship, which will host several activations during Madison Avenue Watch Week meant to invite watch connoisseurs into the manufacturing and developing of Jaeger-LeCoultre’s coveted timepieces.
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Here, Rénier talks the brand’s new store, MAWW activations, and how she plans to navigate challenges in the watch market. This interview has been edited.
WWD: What activations is Jaeger-LeCoultre hosting during Madison Avenue Watch Week?
Catherine Rénier: This is an exciting time for Jaeger-LeCoultre, especially with the opening of our new flagship on Madison Avenue. This event marks a significant milestone for Madison Avenue Watch Week, providing guests with a unique opportunity to delve into the world of watchmaking and explore Jaeger-LeCoultre’s rich heritage and innovative creativity at our new flagship.
We are happy to offer boutique tours that provide a comprehensive look into the exquisite craftsmanship and history of Jaeger-LeCoultre. Additionally, our Atelier d’Antoine, situated within the flagship, will host The Reverso Discovery Workshop, exploring the origins of the Reverso case, and the Watchmaking Masterclass, to practice particular skills of traditional watchmaking. These sessions, led by an instructor and a technical expert, are designed to share our precious know-hows and heritage in fine watchmaking. This initiative offers both aficionados and the general public an unprecedented chance to engage deeply with the world of fine watchmaking at the boutique during Madison Avenue Watch Week and later on as well.
WWD: What are the key opportunities you see with MAWW?
C.R.: It is fantastic to have a week dedicated to welcoming watch collectors, connoisseurs and the general public into our flagship to discover the remarkable timepieces we just presented at Watches and Wonders Geneva. This week allows them to not only view these exquisite timepieces but also to immerse themselves in educational watchmaking sessions and discover the world of Jaeger-LeCoultre. Being involved in MAWW provides an invaluable platform for Jaeger-LeCoultre to connect directly with our audience, enabling us to share our passion and deepen their appreciation of the artistry behind each timepiece. It also reinforces our commitment to excellence and innovation in the world of haute horlogerie, emphasizing our role as a leader in this industry.
WWD: What can clients expect at the new Madison Avenue flagship?
C.R.: Our new flagship on Madison Avenue is designed to be more than a retail space; it is a gateway for visitors to explore and engage with the fascinating world of watchmaking and the distinguished history of Jaeger-LeCoultre. The flagship invites guests to immerse themselves deeply in our rich heritage, watchmaking expertise and our spirit of innovation and creativity.
The flagship offers an array of experiences that celebrate our craftsmanship. Highlights include a Craftsmanship Table showcasing the maison’s Métiers RaresTM, including enameling, engraving and gem-setting. The Manufacture Wall reinforces the storytelling by highlighting the hundreds of craftsmen, representing 180 different watchmaking skills gathered under the same roof at the manufacture. An interactive wall presents over 1,400 calibres developed by Jaeger-LeCoultre, alongside a Strap Wall that allows clients to customize their selections with a variety of materials, colors and stitching options.
WWD: You’re opening up the world of watchmaking through the brand’s stores. Why is that important?
C.R: In today’s landscape — where the general public is curious, watch enthusiasts are well-informed and have various avenues to explore different luxury watch labels — our boutiques serve as essential touchpoints. They are an extension to our history and our identity, and where we invite visitors to learn about watchmaking and the Jaeger-LeCoultre universe. It enables us to showcase our timepieces, but also truly immerse our visitors in our innovation, craftsmanship, heritage, the intricacies of our calibres and the infinite possibilities of personalization. Through the Atelier d’Antoine Discovery workshops, we provide an educational experience, blending theoretical learning with practical hands-on activities, allowing guests to delve into the world of Swiss fine watchmaking like never before.
WWD: What opportunities does the brand see in the U.S. market?
C.R.: We see substantial opportunities in the U.S. market, driven by its size and its consumers’ appreciation for fine watchmaking. Last year, we hosted “The Golden Ratio Musical Show” in Los Angeles and the “Reverso Stories” exhibition in New York — events that exemplify our commitment to connecting with American audiences through culturally rich and immersive experiences.
Our focus is on continuing to expand our digital and physical presence to enhance customer interactions. The recent opening of our Madison Avenue flagship boutique also reflects our commitment to immersive experiences that resonate with our clients. Additionally, we aim to connect with a broader and younger audience through collaborations with American artists, blending our Swiss heritage with contemporary American culture.
Looking ahead, we are committed to the American market and to establishing meaningful connections with discerning high-end collectors and consumers. Our goal is not just to showcase timepieces but to create an immersive experience that allows our American clientele to truly delve into the soul of the brand and discover high watchmaking.
WWD: Jaeger-LeCoultre also recently opened a store in Shanghai. Are there any learnings you’re applying to the New York location?
C.R.: In Shanghai, we focused heavily on integrating advanced technological features and personalized customer experiences, which have been met with great enthusiasm. These learnings are directly influencing our New York City operations, where we are enhancing our boutique to offer a similar level of technological sophistication and personalization.
For instance, we are implementing state-of-the-art digital tools that help clients customize their watches in real-time, offering a highly tailored shopping experience.
The success of interactive and educational installations in Shanghai has continued to confirm our decision to incorporate similar features in New York, like the Manufacture Wall, enabling customers to deeply explore our know-hows and expertise. These approaches not only elevate the customer experience but also reinforce our commitment to innovation and excellence in every market we serve.
WWD: The Reverso watch has been a core brand pillar for over 90 years. Why do you think it’s been able to hold its resonance?
C.R.: In 1931, a swiveling timepiece was launched that was destined to become a classic of 20th-century design: Reverso. Originally conceived as a functional watch to withstand the rigors of polo matches, its subtle Art Deco lines and unique, pioneering swiveling case have made it one of the world’s most recognizable watches. The Reverso showcases our maison’s craftsmanship at its most creative, inventive and innovative, and has housed more than 50 different calibres. The Reverso has become such a special timepiece thanks to its timeless elegance, rich heritage, innovative design and ceases to reinvent itself.
WWD: How is Jaeger-LeCoultre navigating the current challenges facing the luxury watch market?
C.R.: The luxury watchmaking industry is undergoing a dynamic shift driven by evolving consumer preferences and a renewed focus on craftsmanship and heritage. Today, we find ourselves in an era where tradition, innovation, craftsmanship, technology and sustainability seamlessly coexist. The industry is characterized by creativity and perpetual evolution, with a discernible enthusiasm for the essence of watchmaking — innovation, engineering prowess and refined craftsmanship.
The watch, as an object, holds significance in its technical intricacies, artisanal excellence and rich heritage. We are confident that in the foreseeable future, these aspects will continue to captivate our customers. In this ever-evolving watchmaking landscape, Jaeger-LeCoultre remains at the forefront, navigating these changes with a delicate balance of tradition and innovation.
WWD: What are your strategies to navigate these challenges?
C.R.: At Jaeger-LeCoultre we continue to stand at the forefront, navigating these changes with a careful balance of tradition and innovation. Our commitment is reflected in the creation of exceptional timepieces, such as this year’s Duometre novelties that transcend eras and serve as a testament to our dedication to both legacy and modern advancements.
We are constantly exploring new and innovative ways to engage with our community, through the Atelier d’Antoine program, manufacture visits, boutique openings and our Made of Maker collaborations.
As our events and traveling watchmaking exhibitions will continue to travel around the world, each of them promises new experiences, stories and products, yet is rooted in the enduring essence of our maison.
WWD: What other growth opportunities is the brand looking to this year?
C.R.: The future of watchmaking lies in the hands of the next generation of watchmakers and artisans. We aim to nurture this talent through comprehensive apprenticeship programs, partnerships and internal training initiatives. By sharing our knowledge and passion, we ensure that the art of fine watchmaking is carried forward with the same dedication and excellence.
I also believe that our maison’s identity extends beyond the creation of exquisite timepieces. It is also about crafting unique experiences that resonate deeply with our clientele, embodying the values of heritage, innovation and artistry that Jaeger-LeCoultre stands for. We plan to continue to innovate in creating immersive experiences through our Atelier d’Antoine Discovery Workshops in flagship boutiques, traveling exhibitions and Made of Makers program. By doing so, we aim to share a narrative that resonates emotionally with our customers, reflecting the soul and spirit of Jaeger-LeCoultre.
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