Jaeger-LeCoul­tre

Rel­a­tive af­ford­abil­ity may be the di­rec­tion of Jaeger-LeCoul­tre’s key com­pli­ca­tions that make it a tour de force in the horol­ogy uni­verse.

Esquire Malaysia Watch Guide - - Contents - Words by Daniel Goh

FOR JAEGER-LECOUL­TRE, last year was very much dom­i­nated by a huge wave of Rev­erso watches—and un­der­stand­ably so, as 2016 marked the 85th an­niver­sary of the watch born out of the gen­tle­man’s sport, polo. Rolling around to 2017, how­ever, the rec­tan­gle flip-case of the Rev­erso has been re­placed with the tra­di­tional round cases of the Geo­physic and the Mas­ter col­lec­tions.

The last two years have been rather tu­mul­tuous for most brands within the Swiss watch­mak­ing uni­verse and it hasn’t been un­com­mon to see brands adopt­ing the strat­egy of of­fer­ing more af­ford­able col­lec­tions. And it looks like for 2017, this is the strat­egy that Jaeger-LeCoul­tre has cho­sen to take. This does two things for the brand. First, it gives those al­ready fa- mil­iar with the watch in­dus­try a prod­uct wor­thy of the Jaeger-LeCoul­tre name at a more ac­ces­si­ble price point; and sec­ond, it serves as a lu­cra­tive en­try-point into the brand for those who are dis­cov­er­ing watches or the mai­son for the first time, thus se­cur­ing a cus­tomer who will hope­fully move up to col­lec­tions at higher price bands.

With this strat­egy in mind, the SIHH 2017 watches pre­sented by Jaeger-LeCoul­tre con­sist of a wide range of clean and sim­ple de­signs, with ei­ther a ba­sic three-hand move­ment or min­i­mal com­pli­ca­tions. Be­ing af­ford­able doesn’t mean that they don’t come with their own sto­ry­telling, and at the end of the day, there is noth­ing wrong with a well-made time-only me­chan­i­cal watch.

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