Jaeger-LeCoultre Flagship boutique Beijing

Jaeger-LeCoultre announces the opening, in September 2024, of a new flagship boutique at WF Central, Beijing’s most prestigious shopping and lifestyle destination. With its prime corner location and distinctive façade, the boutique is set to become a landmark in the historic Wangfujing area.
A powerful expression of the home of La Grande Maison in the Vallée de Joux, the façade is clad in glass shingles inspired by the tavaillon (wooden tile) cladding that is used on traditional buildings in this area of the Swiss Jura to provide protection from the harsh winter climate.

Inside the boutique, references to the Vallée de Joux’s natural beauty include organic materials, clear, natural colours and carpet designs inspired by trees, rocks and minerals. The overall effect is airy, warm and welcoming, inviting visitors not only to discover Jaeger-LeCoultre’s timepieces but also to explore the entire world of La Grande Maison. The decor also incorporates subtle nods to Art Deco, a design language close to the heart of Jaeger-LeCoultre as it represents the origin of the Reverso.

Behind the main display area, the Manufacture Wall celebrates the 180 skills brought together under one roof in Jaeger-LeCoultre’s fully integrated Manufacture. A series of 10 evocative and educational In The Making videos initiates visitors into the secrets of each step, with each film focusing on a different skill and telling the story of the craftsman in his or her own words.

Underlining Jaeger-LeCoultre’s history of creativity and innovation, the Manufacture Table presents the milestones of the Maison’s 190 years of history and presents four Métiers Rares™ that are housed in their own atelier within the Manufacture: engraving, guillochage, enamelling and gem-setting.
On the main ground floor area, visitors can personalise their timepieces to create a truly individual expression of their style. An interactive Strap Bar invites them to experiment with Jaeger-LeCoultre’s complete strap collection for all models and discover their own perfect pairing of watch case with strap material, colour and stitching. 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.