Jaeger-LeCoultre unveiled its new flagship boutique in the prestigious WF Central shopping district in Beijing. This new space, located in the heart of the city, brings the spirit of the Vallée de Joux, the birthplace of Jaeger-LeCoultre, to the bustling streets of China’s capital. Designed to provide a holistic brand experience, the boutique offers an immersive journey through the world of La Grande Maison, combining craftsmanship, innovation, and heritage.
A Tribute to Vallée de Joux and Art Deco
The exterior of the new boutique is a nod to Jaeger-LeCoultre’s roots in the Swiss Jura, where traditional buildings are clad in wooden tiles called tavaillon to protect against the region’s harsh winters. In contrast, the Beijing boutique’s façade is made from glass shingles, providing a modern interpretation of this classic design element. Inside, the décor blends natural materials and colors, drawing inspiration from the forests and minerals of the Vallée de Joux. An art installation by Chinese artist Tu Juan evokes the beauty of the area during winter, enveloped in snow and ice.
The boutique also pays homage to Jaeger-LeCoultre’s rich history with subtle Art Deco touches, a design language close to the brand’s heart and the origin of the iconic Reverso model. The result is an airy, warm, and inviting environment where visitors can discover the brand’s timepieces and explore the world of Jaeger-LeCoultre.
Exploring Watchmaking Excellence
Visitors to the boutique can explore Jaeger-LeCoultre’s vast collection of calibres through the Calibre Wall, an interactive display showcasing the brand’s most emblematic movements. The Patent Wall highlights Jaeger-LeCoultre’s inventiveness, celebrating over 430 patents granted for innovations that have advanced watchmaking precision and ergonomics.
In the Manufacture Wall, a series of educational films offers insights into the craftsmanship behind each watch. From engraving and gem-setting to enamelling, visitors can gain a deeper understanding of the artisanal techniques that define Jaeger-LeCoultre’s timepieces.
Personalization and Art Deco Café
The boutique’s Strap Bar allows guests to personalize their Jaeger-LeCoultre watches, choosing from a wide range of straps to create a custom look. Additionally, the boutique offers inspiration for engraving and lacquering, particularly for those interested in personalizing their Monoface Reverso models.
The boutique also features the first Art Deco Café in Asia, where visitors can enjoy pastries created by Parisian master pastry chef Nina Métayer. The pastries are inspired by the golden ratio, which has been a guiding principle in the design of the Reverso for over 90 years.
Hands-On Watchmaking Experiences
On the boutique’s upper floor, the Atelier d’Antoine offers watch enthusiasts the chance to engage in hands-on watchmaking workshops. These Discovery Workshops and Masterclasses provide immersive experiences, combining theoretical learning with practical watchmaking skills. With limited class sizes, participants receive a personalized and in-depth introduction to the world of haute horlogerie.
Conclusion
Jaeger-LeCoultre’s new flagship boutique in Beijing’s WF Central is more than just a retail space. It’s an invitation for visitors to immerse themselves in the heritage, craftsmanship, and innovation that define La Grande Maison. From personalized watch experiences to engaging workshops and a taste of Art Deco at the café, this boutique offers a unique journey through the world of Jaeger-LeCoultre.
For more details, visit the Jaeger-LeCoultre website.
