Jaeger-LeCoultre Presents “Atelier d’Antoine” Highlighting The Importance Of Interaction
A watch is often an object of true beauty by itself, but its appreciation will only increase when you know more about the brand, its history, and how the watch is made. In the last few decades, brands are trying to educate the public more about their history. They often do this not in direct connection with the launch of a new watch but simply to showcase their rich heritage. Doing so is also a challenge by itself, as many brands were founded over a century ago and didn’t exactly sit still, meaning that there is a lot to share. Visiting a manufacture is another way of getting a much deeper understanding of a brand and what makes them unique. Until recently, this was a privilege often only extended to VIP clients and journalists, but not anymore.
With the recent opening of “Atelier d’Antoine,” is Jaeger -LeCoulture offering a wide variety of unique experiences all aimed at getting to know the brand at the most intimate level. Named after one of the founders of the brand, Antoine LeCoultre, does the atelier offer discovery workshops and manufacture visits. With the discovery workshops, visitors get hands-on experience as they dive into the heart of Jaeger-LeCoultre, the movements. The brand is often called ‘the watchmakers’ watchmaker,’ and for a good reason, as they have supplied movements to many other esteemed brands, such as Audemars Piguet and Cartier. Later on, Jaeger-LeCoultre will add masterclasses to the program, allowing for an even more specific and in-depth experience.
The manufacture visits are equally unique, as there are several and all thematic. They allow you to familiarize yourself with the history of the brand, the process of how a watch is made, the many innovations and inventions that Jaeger-LeCoultre made over the years, and/or the artistic crafts they master. The fact that they need several different tours to tell their story also points out how vast the heritage and current capabilities of Jaeger-LeCoultre are. To participate in any “Atelier d’Antoine” program, advance registration is required and may be done through Jaeger-LeCoultre boutiques or, from December 2020, online.