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