Jaeger-LeCoultre (JLC) has unveiled a new artwork in their newly redesigned flagship boutique in Dubai Mall. Titled “Chronoforms,” it is a collaboration with renown Emirati artist Abdalla Almulla. It is JLC’s second collaboration with him. The first was titled “30 Sunsets,” inspired by the Golden Ratio, and presented during the month of Ramadan in 2024.
JLC, based in the Vallée de Joux in Switzerland, is known as the The Watchmaker of Watchmakers™.
Chronoforms graces a VIP Lounge in the flagship boutique.
Image: Chronoforms gracing one of the two VIP Lounges in the boutique.
Chronoforms
“A statement on the fluidity and elegance of time through form, Chronoforms seamlessly morphs geometry, harmonising natural elements with architectural precision. The name ‘Chronoforms’ is derived from chrono to represent time and forms to represent geometry, showcasing how form changes through time. The vertical and precise geometry pays homage to Art Deco, a design language close to the heart of Jaeger-LeCoultre, as it represents the origin of the iconic Reverso.”
“The artwork evolves from a horizontal structure, in natural wood tones to vertical structures in rich green hues. The horizontal pattern draws inspiration from the geometric elegance of the desert palm tree, symbolising organic strength and grounding. The form gradually morphs into a vertical configuration, inspired by the angularity and texture of a pine tree, reflecting its conical geometry and symbolising growth and time. The piece’s colour gradient—from warm wood tones to the rich green of nature—creates a rhythmic visual illusion, enhancing the dialogue between time and nature.”
JLC Flagship Boutique
Image: Welcome Area.
“The Dubai Mall flagship boutique features references to the Vallée de Joux’s natural beauty, with organic materials, clear, natural colours and carpet designs inspired by trees, rocks and minerals. Abdalla Almulla’s art piece seamlessly captures this design direction embodying the longstanding connection between Jaeger-LeCoultre and the United Arab Emirates, blending organic forms of nature with architectural precision. The geometric patterns captured in the art piece evoke the forms of both, the pinecones from the forests of the Vallée de Joux and the trunks of date palms from the Dubai desert, with a subtle transition in colour from one to the other, symbolizing the union of two worlds.”
Image: Open Lounge.
In Abdalla Almulla’s own words
“Collaborating with Jaeger-LeCoultre on this art piece for its Dubai Mall boutique has been a rewarding creative journey. The installation reflects the brand’s timeless elegance, seamlessly integrating its heritage with the natural beauty of the Vallée de Joux, while also adding an artistic dimension to the space.” – Abdalla Almulla.
Our Thoughts
Image: Abdalla Almulla with his creation – Chronoforms. (Same as header image.)
JLC is a handful of watch brands that have a heritage and horological prowess that is second to none. JLC’s family of watches have a global appeal. They include the iconic Reverso, Polaris, Rendez-Vous, Master Ultra-Thin, Master Control, Duometre, and Atmos Clock collections.
As a global brand, JLC must cater to local sensibilities. The collaboration with Abdalla Almulla resulting in the Chronoform highlights JLC’s respect for the Middle East region and local culture. The UAE is an important market for them, for both local and international clients.
Additional Details
The Jaeger-LeCoultre Dubai flagship boutique is located in Dubai Mall, Ground Floor.
Monday – Friday: 10 AM – 11 PM.
Saturday and Sunday: 10 AM – 12 PM.
Our recent coverage on JLC includes the new Reverso models and Reverso Tribute Chronograph in 18K pink gold.
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