This past Thursday, May 2, 2024, we had the pleasure of attending the official opening of the new Jaeger-LeCoultre Flagship Boutique in New York City. Located in the Upper East Side at 701 Madison Avenue —between 62nd and 63rd Streets—, the new boutique welcomed VIP clients, press, and friends of the brand for an exquisite cocktail evening filled with decadent hors d’oeuvres and refreshing drinks.

And just as impressive as the new boutique is, so were the watches on the wrists of some of the attendees at the opening cocktail last Thursday. Notable watches include several Reverso Tribute Chronographs, a Reverso Duoface Small Seconds Dual Time, and a Reverso Tribute Nonantième with its solid pink-gold case back dominated by two round apertures of different sizes displaying a semi-jumping digital hour indication and a night and day indication via a rotating disc that is partially concealed by a three-quarter plate lacquered in vivid blue and sprinkled with tiny golden stars to depict the night sky. Also, we spotted a gorgeous and ultra-rare Memovox ‘Parking’, a Memovox pocket watch, and a super rare 20 Dollar Yellow Gold Coin watch.

During this delightful evening, we were also able to interview Catherine Renier —CEO of Jaeger-LeCoultre—, and spend some quality time with Anne-Laure Ritter —President of Americas Jaeger-LeCoultre— and Guillaume Alix —Chief Commercial Officer of Jaeger-LeCoultre.

From Right to Left: Catherine Renier —CEO Jaeger-LeCoultre—, Guillaume Alix —Chief Commercial Officer Jaeger-LeCoultre— and Anne-Laure Ritter —President Americas Jaeger-LeCoultre.

Located at the same address as the previous boutique, the new flagship is much larger than its predecessor. With its entrance set between two large windows, the space commands a strong presence on the street and exudes a sense of openness with its open-concept design.

Inside, the double-height space evokes the serenity and beauty of Jaeger-LeCoultre’s home in the Vallée de Joux, with an emphasis on natural colors and organic materials —limestone and oak, with accents of black brushed metal. From the experiential areas that include the Atelier d’Antoine —with themed Discovery Workshops hosted by a watchmaking expert and offered to a maximum of six participants at a time— to the 1931 Reverso Café, the Cabinet de Curiosités next to it, the fascinating interactive calibre wall, and the secluded and intimate VIP Lounge, the space is extremely welcoming and very well designed.

The new flagship boutique has been transformed into a beautiful space that includes experiential elements and unique decor that transport the visitor closer to the Vallée de Joux and Le Sentier, Switzerland where the Jaeger-LeCoultre manufacture is located. This new Jaeger-LeCoultre Flagship New York City welcomes visitors to embark on the fascinating world of watchmaking and the remarkable story of Jaeger-LeCoultre’s heritage, expertise, and creativity.

The open-plan main floor has been designed as a series of flowing spaces that offer different levels of interaction for visitors. Beyond the display counters, an interactive Strap Wall enables clients to personalize their timepieces by experimenting with the many options and discovering their perfect pairing of watch cases with strap material, color, and stitching. Also on this wall, the visitors can see engraved and lacquered Reverso case backs in case they choose to get one of the Reversos personalized.

In the area to the left of the entrance, visitors are invited to enrich their experience by enjoying a refreshment in the 1931 Reverso Café. Named for the year in which the celebrated Reverso was born, the café features a wall of tiles in a bespoke pattern derived from lettering created by Alex Trochut under the Maison’s Made of Makers program —a subtle homage to the Art Deco design of the Reverso.

Highlighting Jaeger-LeCoultre’s commitment to excellence, an in-house watchmaker is set at the boutique to undertake tasks such as changing or re-sizing bracelets, as well as effecting after-sale services. The new Jaeger-LeCoultre Flagship New York City is open from Monday through Saturday from 10:00 am to 6:00 pm.

 The Atelier d’Antoine Workshops may be booked here. For more info on Jaeger-LeCoultre click here.