Cut For Time: News And Novelties From Jaeger-LeCoultre, Jacob & Co., Audemars Piguet, And More
Discover new timepieces, new ambassadors, and new partnerships in this week’s watch industry news round-up.
This week, we take a look at what has been happening at Audemars Piguet, Jaeger-LeCoultre, Cyrus, Czapek, Ei8ht, Jacob & Co, and the International Day of Marketing (JIHM).
Audemars Piguet Joins Forces With EHL
Audemars Piguet announced a new partnership with the prestigious Lausanne School of Hospitality Management (EHL) this week. This joint venture, called Audemars Piguet X3 Lab, for exploring extraordinary experiences, will be part of EHL’s new Institution of Customer Experience (ICEM). The mission is to research, study, develop, and implement best practices concerning client experiences.
“It is a great opportunity for us to launch this pioneering project in collaboration with EHL, one of the world leaders in hospitality,” shared François-Henry Bennahmias, CEO Audemars Piguet. “Since the creation of Audemars Piguet, innovation has been at the heart of our manufacture and our business strategy. By collaborating with the younger generation, we aim to broaden the scope of possibilities and push the limits of hospitality in order to offer our clients unforgettable tailor-made experiences.”
Jaeger-LeCoultre Introduces Augmented Reality on Google Search
Jaeger-LeCoultre has just announced that it will be the first watch brand to beta-test a new augmented reality product presentation directly from Google search results done on a mobile device. The collaboration is part of a global partnership between Richemont (which owns YNAP Group) and Google. The aim is to accelerate the luxury group’s digital transformation through the use of technology.
To try it out, go onto Google on your mobile phone and type in “Jaeger-LeCoultre Master Control Chronograph Calendar,” and you will be shown a picture with a button for a “View in 3D.” One click, and the watch will pop up to scale on your screen on top of your camera so you can slide your arm in and see how it looks. We recommend you give it a try!
Cyrus Welcomes A New Retail Partner and A New Ambassador
Double the news from Cyrus this week. First, an announcement of a partnership with Norwegian retailer Tidemann Luxury Watches, and second, a partnership with musician and singer Matthew Kiichi Heafy.
Tidemann Luxury Watches is located in the heart of Oslo and offers a large range of timepieces from the best independent Swiss and German brands. It is a favorite location for the region’s watch lovers in search of distinctive high-end timepieces. The company’s founder and president, Tom Andre Tidemann, is a long-time friend of musician Matthew Kiichi Heafy, so a partnership with both Tidemann Luxury Watches and Cyrus came naturally.
Kiichi Heafy is the guitarist and lead vocalist of the heavy metal band Trivium. The band’s 2017 single, “The Sin and Sentence,” led to sold-out headlining tours, and in 2019 they, won a Grammy nomination for Best Metal Performance for the song “Betrayer.” He is also a watch enthusiast and is now proudly sporting a new Cyrus Klepcys.
Czapek’s New Antarctique Passage de Drake
Following on from the successful launch of the Antarctique Terre Adélie collection earlier this year, Czapek & Cie is back with another exciting collection – the Antarctique Passage de Drake. This new collection keeps the sport-chic case design of the previous model but adds an atypical trapezoid dial motif called the “Stairway to Heaven,” whose three-dimensional surface catches the light in a particularly intriguing way. It is available in four different dial colors – ice white, deep blue, black ink, and a limited edition “Roaring Forties” gray.
In addition to this fabulous new dial, Czapek has made numerous improvements and upgrades to its automatic in-house caliber SXH5, bringing better performance and precision as well as a more refined aesthetic. The collection comes in a 40.5mm steel case with an integrated bracelet that can easily be switched for a leather or rubber strap. Its price (without tax) is $20,000.
The EI8HT by Montres KF
Since its 2016 founding by Karsten Frässdorf, Montres KF has created each of its timepieces together with the client, following its “Bespoke Only” concept. Frässdorf develops, produces, and assembles all his timepieces in his workshop in La Chaux-de-Fonds, and each watch features the “Made in La Chaux-de-Fonds” label.
His latest timepiece, the EI8HT, follows this same bespoke model, allowing clients to choose everything from the typeface to the dial motif, the decoration of the movement, the Spirograph balance, the crown, the buckle, and even the color of the hands and numerals.
This new model is powered by a new one-minute tourbillon mechanism with a 66-hour power reserve. It also comes in a unique 44.5mm faceted octagonal case that offers plenty of possibilities for gem-setting or different types of polishing.
A Jacob & Co Pop Up Comes to Watches of Switzerland Las Vegas
Jacob & Co. recently announced that it is taking over Watches of Switzerland’s Las Vegas VIP room during the run-up to the holidays. This pop-up Jacob & Co. store will be filled with Jacob & Co. graphics, video presentations, vitrines with specially curated products, and the entire space will be branded with the Jacob & Co. theme.
“This is one of the most exciting pop-ups we have done because it includes the combination of watches and jewelry and showcases the full world of Jacob & Co.,” shared David Hurley, Executive Vice President of Watches of Switzerland US. “As we are Watches of Switzerland, we normally focus exclusively on watches, so this is a first for us. In fact, this will be the only store in the Watches of Switzerland network either in the USA or the UK, featuring jewelry.”
News from Switzerland’s Journée Internationale du Marketing Horloger (JIMH)
Since 1997, the Swiss watch industry has been getting together for a day of presentations and round table discussions on different aspects of watch industry marketing. Topics of reflection include watchmaking trends, new standards for after-sales, the pre-owned market, big data, digital marketing, and more.
The organization also organizes a special academic day dedicated to research into horological marketing. The events are an important day on the watchmaking calendar for all industry professionals. For the 2021 edition, taking place on February 18th, both events will be grouped together and presented digitally for half a day to make it more compact and dynamic.
This year’s theme is “Youth and New Perspectives: Listening to young consumers and taking a fresh look at the future” and will address how to reach the younger consumer. It will also explore new perspectives and test new business models in the search for new business opportunities.
In addition to this year’s digital edition, the organization will be joining forces with the Biennale of Watchmaking Patrimony, which is celebrating its 10th anniversary this year. A four-day event will be open to all from November 3rd to 7th, 2021, so put it on your calendar!