Why fix something that isn’t broken? Yet, that’s precisely what the Swiss Ultra Luxury watchmaker Jaeger-LeCoultre did when they re-designed their already very-chic boutique in Greenbelt 5.
Opening to much fanfare last June 14, the re-opening attracted some of Metro Manila’s most fashionable denizens, as well as lovers of exquisite, indulgent pieces, and (naturally) the premier watch connoisseurs of the Metro.Maxence Kinget (pronounced Khan-jay), the Managing Director for Southeast Asia and Oceania (that’s Australia and New Zealand to you and me) and his team from Singapore also graced the event hosted by the Lucerne Group.
“We wanted to bring the new architectural concept of the boutique of Jaeger-LeCoultre, aligned with the cities of New York, Paris, London, Singapore,” said Maxence. “We have changed the whole story, the flow, the architecture, the design, the experience. And you know, at Jaeger-LeCoultre the two things that for us that are very important is emotion and discovery. So, we wanted to have a boutique, an experience, that is very much about emotion and very much about discovery.”
That experience being, Art Deco, which is the main inspiration of Jaeger-LeCoultre’s iconic Reverso. “If you look closely (pointing to the top of the wall), you see at the top and the bottom the gadroons, those three lines, and if you pay attention you will recognize those three lines of the Reverso at the top of the architecture.”
“Art Deco is the main look behind the new maison, as it has always been a great inspiration for Jaeger-LeCoultre, with reference to the historical roots of the Manufacture as seen in the Reverso, Atmos, and the 101 jewellery creations. The aesthetic has been prominent in all Jaeger LeCoultre boutiques and has defined the newly renovated boutique in Greenbelt 5, Makati, Philippines.”
Central to the redesign is a much larger façade, with show windows that reach floor to ceiling, as well as a new “round-table” display, (yes, just like that of a certain King and his knights) that dominates the main showroom. “The center counter gives you the opportunity to go around and see the different segments of the boutique,” confirmed Maxence.
Indeed, the counter is divided into the different watch collections that Jaeger-LeCoultre has to offer. And that’s not all, the counter also divides the rest of the room into segments that display high complications and high jewelry collections, as well as Metiers Rares such as enameling, engraving and gem-setting.
True, the old Jaeger-LeCoultre may have not been broken, but we’re glad they fixed it.
