Jaeger-LeCoultre Introduces Fragrance as Part of Made of Makers Program
LONDON — Jaeger-LeCoultre is broadening its senses.
The Swiss luxury watch and clock manufacturer is welcoming fragrances as part of its Made of Makers program, which brings in artists and craftsmen from different fields to produce a piece of work that reflects the maison’s values.
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French perfumier Nicolas Bonneville interpreted over 190 years into three scents that will not be for commercial use using short formulas, rare and prestigious ingredients and high concentrations.
“Like watchmaking, the art of perfumery stands at the intersection of creativity, science and precision,” said Matthieu Le Voyer, chief marketing officer of Jaeger-LeCoultre.
The three fragrances will be given to the brand’s clients as a special gift during the holiday season.
“As it’s not for commercial purposes, we had no limitations and [we wanted] originality — something that could be polarizing and that really embodies the identity of Jaeger-LeCoultre. The main purpose was to give a smell to the maison, which is not that simple,” said Le Voyer.
The first fragrance is The Timeless Stories, which takes its cue from Jaeger-LeCoultre’s Reverso watch using woody and leathery smells. Violet leaves are the opening note, followed by orris for the heart and finished off with leather accord.
Bonneville’s second creation, The Celestial Odyssey, takes a more poetic route by taking its inspiration from the moon, the sun and the stars. The ingredients he used included a light heart of patchouli with ambergris, a rare, natural byproduct of the sperm whale’s squid-based diet that’s often used in olfactory fragrances, and concludes with vanilla tahitensis.
The perfumier compared the process to watchmaking — somewhat complex yet simple at the time.
“I like to work with short formulas because it’s where you can express and give space to raw materials to express their uniqueness. When you are a young perfumer, during training you’re advised to remove one raw material to understand if it’s needed or not,” said Bonneville.
The third fragrance is called The Precision Pioneer and pays homage to the manufacturing of a Jaeger-LeCoultre watch. The incense used in the scent nods to a blacksmith’s fire with the use of vibrant wood, made up of cedar, guaiac, and oud wood representing a watchmaker’s bench that’s then topped off by amber accord.
Each fragrance is packaged in a black box with special trimmings for each scent — silver for The Timeless Stories, a reddish brown for The Precision Pioneer and blue for The Celestial Odyssey.
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