Jaeger-LeCoultre's new boutique, located on Iconsiam's M floor, showcases a rich heritage as much as the latest timepieces.
Firstly, the decor blends organic materials and natural colours, to evoke the serenity of Le Sentier, where its watchmaking humbly began in a small barn in 1833.
The narrative unfolds through three walls portraying the pioneering and inventive spirit of Jaeger-LeCoultre.
In the 1830s, the maison brought all horological skills together under one roof at a time when watchmakers had their own specialty and worked from home. Accordingly, it became the first manufacture in the Vallée de Joux.
This revolutionary integration is celebrated on the Manufacture Wall, which outlines the five main watchmaking steps: design, production, finishing, assembling and ornamentation. Short films on an interactive screen further provide insights into the expertise and craftsmanship of La Grande Maison.
Also known as the Watchmaker of Watchmakers, Jaeger-LeCoultre has developed more than 1,400 mechanical movements, of which a selection is featured on the Calibre Wall.
Its technical ingenuity is further illustrated on the Patent Wall, highlighting key innovations in terms of design, precision, celestial and chiming complications. In addition, a display is dedicated to one of its engineering masterpieces -- the perpetual Atmos clock.
Invented in 1928, the Atmos runs on air, thanks to a hermetically-sealed capsule containing a gaseous mixture that expands or contracts with the rise or drop of temperature.
The wristwatch collections include the iconic Art-Deco style Reverso, sporty Polaris, feminine Rendez-Vous, and Duometre with a separate power supply for timekeeeping and complications.
Like Jaeger-LeCoultre's first store at Siam Paragon, the boutique at Iconsiam offers customisation of the watches and the bespoke possibilities are shown on the Personalisation Wall while the interactive Strap Bar presents options in terms of material, colour and stitching.
