“BRINGING THE SPIRIT OF THE VALLÉE DE JOUX TO DUBAI MALL.”
Jaeger-LeCoultre (JLC) has inaugurated a new flagship boutique in Dubai Mall on 23 November 2024. Dubai Mall is considered “the United Arab Emirates’ most prestigious shopping and lifestyle destination.” JLC, based in the Vallée de Joux in Switzerland, is known as the The Watchmaker of Watchmakers™.
Image: Open Lounge.
Key Features of the Larger and Redesigned flagship boutique
Vallée de Joux Design Inspiration
Image: Open lounge.
“Behind the glass façade, the interior design is defined by references to the Vallée de Joux’s natural beauty, with organic materials, clear, natural colours and carpet designs inspired by trees, rocks, and minerals. With a finely judged balance of straight lines and soft curves, the decor also makes a subtle nod to Art Deco, a design language close to the heart of Jaeger-LeCoultre as it represents the origin of the Reverso. The ambience is open, warm, and welcoming, inviting visitors not only to discover Jaeger-LeCoultre’s timepieces but also to explore the entire world of La Grande Maison.”
Interactive Patents and Calibre Display
Image: Focus Wall.
The Patent Wall highlights JLC’s more than 430 horological patents “for inventions that have advanced timekeeping precision, ergonomics and aesthetics.” An interactive display allows visitors to explore JLC’s four key areas of expertise: “Sound, Celestial, Precision and Design.”
The interactive Calibre Wall highlights few of their most exemplary calibres that earned JLC the title of The Watchmaker of Watchmakers™. It is based on more than 1400 calibres designed and created by JLC, and “are arranged according to four fields of expertise: Precision, Chiming, Functional and Thin & Small.” In addition, a touch screen enables one “to choose among fascinating videos from Jaeger-LeCoultre’s Behind the Calibres series, taking them deep inside the design and history of key movements.”
Milestones and Craftsmanship
Image: VIP Lounge 1.
The Manufacture Wall showcases the 180 skills performed by JLC as a “fully integrated Manufacture”. It highlights the five steps of haute horology watchmaking, “design, production, finishing, assembling and ornamentation.”
The Manufacture Table highlights milestones from JLC’s 190 years (JLC was founded in 1833), “which parallel the development of the watchmaking industry as a whole.”
“The Manufacture Table also presents four Métiers Rares™ that are housed in their own atelier within the Manufacture: engraving, guillochage, enamelling and gem-setting.”
Display of JLC’s Full Range of Watches and Personalisation
Image: Open Lounge.
The new flagship boutique will display JLC’s full range of watches. These include watches from their collections such as Reverso, Polaris, Rendez-Vous, Master Ultra-Thin, Master Control, Duometre, and Atmos Clock.
“This exceptional array of timepieces embodies the spirit of La Grande Maison, where artistry and technical mastery converge, making the Dubai Mall boutique a true destination for horology lovers and watch enthusiasts alike.”
The Personalisation Wall enables customers to personalise their JLC watches. These include an interactive Strap Bar, where customers can digitally view a JLC watch, match it against the brand’s complete strap collection (material, colour, stitching), and select what they like best.
“The power of personalisation is taken further with a display of engraved and lacquered Reverso case-backs that provide inspiration for owners of Monoface Reverso models who may wish to add a personal emblem in engraving, lacquer or enamel.”
Refreshments
Image: Welcome Area.
“Visitors to the boutique are invited to enrich their experience of La Grande Maison by pausing to enjoy a refreshment in the Welcome Area – the first of its kind to be integrated into a Jaeger-LeCoultre boutique in the Middle East. It is designed in homage to Art Deco, the period when the Reverso was born. In this inviting ambience, visitors can discover flavours from the Vallée de Joux in beverages specially created for the Maison by the Parisian master pastry chef, Nina Métayer.”
VIP Lounges
Image: VIP Lounge 2.
Two interconnected VIP Lounges offer “a refined and private experience to collectors and special clients.”
One can be converted to a private screening room, allowing “guests to fully immerse themselves in a selection of fascinating and educational watchmaking films.”
The other displays an art installation commissioned for the new boutique by Emirati architect and artist Abdalla Almulla.
“An allegory for the longstanding link between Jaeger-LeCoultre and the United Arab Emirates, the geometric patterns captured in the art piece evoke the forms of pine cones from the Vallée de Joux forests and the trunks of date palms from the Dubai desert, with a subtle transition in colour from one to the other.”
Early this year, we wrote about Abdalla Almulla’s art installation for JLC titled ’30 Sunsets’ during the month of Ramadan.
Watchmaking Experiences
Image: Atelier d’Antoine workshop (outside).
The Atelier d’Antoine workshop space allows JLC to organise “hands-on programmes for watch enthusiasts who wish to know more about how a fine mechanical watch is made.”
Image: Atelier d’Antoine workshop (inside).
“Based on different themes that are core to the Jaeger-LeCoultre story, the Discovery Workshops and Masterclasses are richly immersive experiences that combine theoretical learning with hands-on watchmaking practice, to groups of a maximum of eight people per workshop.”
Our Thoughts
Image: Open Lounge.
JLC, with its heritage and horological prowess, requires such a boutique, as it enables collectors from across the spectrum – beginner to most sophisticated – to learn about the brand, its watches, and make an informed choice in a welcoming and relaxed ambience. Unlike few other haute horology watch brands, JLC has an impressive selection of watches for beginner or first-time customers seeking their first “serious” or haute-horology watch.
The UAE is an important market for JLC, for both local and international clients, and the new flagship boutique promises to be an impressive experience.
Image: Front Entrance.
The Jaeger-LeCoultre Dubai flagship boutique is in Dubai Mall, Ground Floor.
Monday – Friday: 10 AM – 11 PM.
Saturday and Sunday: 10 AM – 12 PM.
Recently we featured the brand’s new Reverso Tribute models and Reverso Tribute Chronograph in 18K pink gold.
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