Positioned in a prime corner of the Wangfujing area, the boutique’s distinctive façade has already established it as a landmark, blending architectural elegance with the Maison’s deep-rooted heritage.
Design Inspired by the Vallée de Joux
Drawing inspiration from its home in the Vallée de Joux, the boutique’s glass-shingled façade is a nod to the traditional wooden tile cladding, or tavaillon, used on buildings in the Swiss Jura to withstand harsh winters. Inside, the boutique continues this homage with natural materials, a palette of serene colors, and carpets reminiscent of trees, rocks, and minerals. A commissioned art installation by contemporary Chinese artist Tu Juan captures the wintery essence of the Vallée de Joux, providing an immersive, tranquil atmosphere for visitors to explore both Jaeger-LeCoultre’s timepieces and its cultural heritage. Subtle Art Deco touches throughout the space pay tribute to the iconic Reverso design.
Discover Iconic Calibres and Groundbreaking Patents
Visitors are invited to explore Jaeger-LeCoultre’s mastery through an interactive Calibre Wall, showcasing some of the most emblematic movements from the brand’s repertoire of over 1,400 calibres. A touch-screen display offers insights into the intricacies of the Maison’s most important movements, diving deep into their design and history. Additionally, the Patent Wall celebrates Jaeger-LeCoultre’s innovative spirit, highlighting key patents that have revolutionized timekeeping and aesthetics, allowing guests to delve into the four pillars of the Maison’s expertise: Sound, Celestial, Precision, and Design.
Milestones in Watchmaking Craftsmanship
The Manufacture Wall within the boutique celebrates the 180 different crafts and skills that have been nurtured under one roof at Jaeger-LeCoultre. A series of short films, part of the In The Making collection, gives visitors a glimpse into the craftsmanship behind each timepiece. Highlighting the Maison’s legacy of innovation, the Manufacture Table presents significant milestones from Jaeger-LeCoultre’s 190-year history, as well as showcasing the Métiers Rares™ of engraving, guillochage, enamelling, and gem-setting.
Embracing Personalization
On the ground floor, visitors can personalize their timepieces, experimenting with Jaeger-LeCoultre’s extensive collection of straps and materials. The Personalization Wall offers a hands-on experience where clients can find their ideal combination of watch case, strap, and stitching. The boutique also showcases an array of engraved and lacquered Reverso case-backs, providing inspiration for those looking to add a personal touch to their Monoface Reverso models.
A World of Exploration on the Upper Floor
The boutique’s upper floor is dedicated to deeper exploration of La Grande Maison. The central space features Jaeger-LeCoultre’s travelling exhibitions, each focusing on one of six themes central to the Maison’s identity: The Reverso Stories, The Sound Maker, The Stellar Odyssey, The Dream Shaper, The Precision Pioneer, and The Adventure Spirit. An exclusive Lounge area offers a refined, VIP experience, transforming into a private screening room where guests can immerse themselves in the world of watchmaking through a selection of films.
Hands-On Watchmaking Workshops
The boutique also houses a dedicated Atelier d’Antoine workshop space, where watch enthusiasts can participate in hands-on Discovery Workshops and Masterclasses. These sessions, tailored to small groups, allow participants to explore the fundamentals of fine mechanical watchmaking, blending theory with practice under expert guidance.
Jaeger-LeCoultre’s new flagship in Beijing is more than a boutique—it is an immersive cultural and creative experience, inviting visitors to delve into the world of La Grande Maison and discover why Jaeger-LeCoultre is known as "The Watchmaker of Watchmakers™."
The new Jaeger-LeCoultre Flagship Boutique is located at WF CENTRAL, Building 1, 269 Wangfujing Street, Dongcheng, Beijing, and is open daily from 10:00am to 10:00pm.
About Jaeger-LeCoultre – The Watchmaker of Watchmakers™
Founded in 1833 and rooted in the serene Vallée de Joux, Jaeger-LeCoultre has built a legacy of mastery, creativity, and innovation. Known as the Watchmaker of Watchmakers™, the Manufacture has created over 1,400 different calibres and holds more than 430 patents. With 180 skills united under one roof, the Maison continues to design and produce fine timepieces that marry technical ingenuity with timeless elegance, connecting the rich traditions of the past with the possibilities of the future.
Article source : https://www.richemont.com/news-media/press-releases-news/jaeger-lecoultre-opens-a-new-flagship-boutique-in-the-heart-of-beijing/
