Jaeger-LeCoultre has had a strong bond with the United Kingdom throughout its history. From the 1851 Universal Exhibition in London, where Antoine LeCoultre was awarded with the gold medal for his major contribution to the development of the watchmaking industry, to the development of the Calibre 101 that equipped the watch worn by Queen Elizabeth II on her Coronation, through the iconic Reverso watch, originally created in 1931 for British officers playing polo in India…numerous examples illustrate the very special tie that unites the Manufacture of the Vallée de Joux and the UK. For a long time, Jaeger-LeCoultre has recognised London as a major destination for watch connoisseurs and opened one of its first boutiques on Bond Street in 1997. Today, with the importance of London on the world scene, the inauguration of a Jaeger-LeCoultre flagship was natural.

To best welcome and serve its passionate clientele, Jaeger-LeCoultre has found the ideal space and location for connoisseurs to experience fine watchmaking. The 230 sq. meters flagship will be located at 13 Old Bond Street, London. It will consist of different salons, each displaying the depth of Jaeger-LeCoultre’s watchmaking tradition. Art Deco has always been a great inspiration for Jaeger-LeCoultre, in particular for the Reverso and Atmos collections, and the 101 jewellery creations. This Art Deco aesthetics is prominent in the design of all of Jaeger-LeCoultre’s boutiques and will define the identity of the new London flagship.

Fine watchmaking lovers will get the opportunity to discover a selection of High Complication and High Jewellery collections, demonstrating several Métiers Rares® such as enamelling, engraving and gem-setting. The flagship will also feature the complete range of ladies watches, including the Rendez-Vous collection. Connoisseurs and enthusiasts are warmly invited to learn about the history of Jaeger-LeCoultre and fine watchmaking in general through a close-up look at a wealth of historical treasures rarely revealed to the public at large: horological instruments invented by Antoine LeCoultre such as the Millionometre, historical pocket-watches presenting the most beautiful complications, emblematic High Jewellery pieces and legendary Atmos clocks.

The Jaeger-LeCoultre Master Watchmaker will offer guests the opportunity to gain a unique insight into the art of watchmaking in his own atelier within the boutique.

There will also be more British surprises to come …