Following the concept of its new flagship store in Shanghai, the Swiss luxury watch manufacturer Jaeger-LeCoultre announces the opening of a new boutique located on the most prestigious shopping avenue in Los Angeles: Rodeo Drive, in the Beverly Hills district of the United States.
A journey through the history of Jaeger-Lecoultre
The boutique located at 430 North Rodeo Drive in Beverly Hills was designed to tell the story of the watchmaking company and invites visitors to take a journey through the fascinating world of watchmaking. The interior of the boutique emphasizes organic materials and natural colors, a nod to Jaeger-LeCoultre‘s birthplace, the Vallée de Joux.
The façade was inspired by Jaeger-LeCoultre’s famous Reverso timepiece collection, whose design evokes the Art Deco movement and recalls the pivoting movement of its case.
Upon entering the boutique, visitors enter an exhibition area showcasing the current Jaeger-LeCoultre collections. An interactive wall also introduces visitors to some of the company’s most emblematic calibers in three dimensions, like a virtual dive into the spirit of creation and expertise of the Manufacture.
Moving deeper into the boutique, visitors can discover a space specially dedicated to the Reverso collection, consisting of an exhibition of limited editions, high complication models and a presentation of the collection’s heritage. Shortly after, a second interactive bracelet wall invites customers to personalize their watch and discover which combination of watch case, material, color and stitching of the bracelet best suits them.
Finally, without mentioning the intimate VIP lounge, a last space in the boutique celebrates the 181 skills gathered within the Swiss Manufacture. The technical skills required to produce watch movements are highlighted here, as are the decorative craftsmanship, through an exhibition of Métiers Rares®, which honors the artistic creativity of Jaeger-Lecoultre.
For those curious and passionate about the art of Swiss watchmaking, this concept store is already open and is located at 430 North Rodeo Drive in Beverly Hills, California.
Read also > [LUXUS+ MAGAZINE] IMMERSION IN THE NEW JAEGER-LECOULTRE FLAGSHIP IN SHANGHAI
Featured Photo : © Jaeger-Lecoultre
