Immersion in the new Jaeger-Lecoultre flagship in Shanghai

The new Jaeger-Lecoultre boutique in Shanghai wants itself to be an immersive place that invites visitors to travel to the heart of the watchmaking industry.


Jaeger-LeCoultre is opening its new flagship boutique in one of Shanghai‘s most prestigious addresses, K11, the shopping mall that combines art and shopping. This opening marks a new chapter for the watch brand, as the spirit and soul of La Grande Maison are transposed to the other side of the world, in an exceptional environment, inviting visitors to discover the Manufacture from the inside.


As a tribute to watchmaking, the space has been designed and fitted out to create different forms of interaction for visitors, who can follow their path in a totally intuitive way. With an emphasis on organic materials and natural colors, the décor combines tradition and modernity.


© Jaeger-LeCoultre


Ideally located in front of Shanghai’s South Huangpi Road, the boutique’s facade embodies a new expression of the House, made of glass shingles inspired by the tavaillon (wooden tile) typical of traditional buildings in the Vallée de Joux to protect them from the rigors of winter. Mixing tradition and technology, the glass shingles are backlit, creating subtle plays of light and movement that constantly evolve. This fascinating spectacle evokes the all-glass north façade of the Manufacture, in which the surrounding environment is reflected, changing its appearance according to the weather.


Upon entering the boutique, the visitor can admire several display cases showing the highlights of the current Jaeger-LeCoultre collections. Next to the showcases is a fascinating interactive wall of calibers, which gives the boutique a radically different look from a traditional point of sale.


Atelier d’Antoine © Jaeger-LeCoultre


Naturally guided to the second part of the boutique, visitors can then explore the art of personalization. Alongside the presentation of the legendary Reverso, an interactive “Strap Bar” offers multiple customization options, inviting each visitor to manipulate and play with a large collection of straps for all watch models. Continuing their exploration, visitors can then appreciate the exceptional variety of watchmaking professions brought together under one roof. Instructive videos present the wonderful world of the Vallée de Joux, introducing visitors to the secrets of enameling, engraving and beveling, as well as the design and R&D processes.



At the heart of the store, visitors enter the Atelier d’Antoine, the most refined expression of the House’s savoir-faire, showcased through fascinating display cases as well as Discovery Workshops that offer the opportunity to experience the art of watchmaking firsthand. This is the first permanent installation of an Atelier d’Antoine outside Switzerland, an exact replica of its counterpart at the Manufacture Jaeger-LeCoultre. The Discovery Workshops offer the opportunity to explore the world of Swiss Fine Watchmaking in a completely new way. Led by a watchmaking expert, these workshops combine theoretical learning and practical initiation in a dynamic format that encourages interaction.


Participants are invited to dive into the heart of watch movements to observe their workings and understand how they function. They will then be able to discover the countless technical and artistic skills required to create high-end watches, the different stages of their manufacture, and the crafts practiced and perpetuated in Haute Horlogerie.


The first program offered at the Atelier d’Antoine in the Maison’s Flaghship will be the Atelier-Découverte Reverso, during which it will be possible to dive into the archives of the iconic watch and handle a wide variety of models. Soon, a Discovery-Workshop “The Sound Maker” and Masterclasses will also be open to all.




Featured photo : © Jaeger-LeCoultre

Passionnée par l’art et la mode, Hélène s’oriente vers une école de stylisme: l’Atelier Chardon-Savard. Elle complète ensuite sa formation par un MBA en Marketing à l’ISG. Elle a écrit pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein de Luxus +.


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