Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship
The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

“This occasion opens a fresh chapter in the maison’s enduring relationship with New York City, inviting visitors to embark in the fascinating world of watchmaking and the remarkable story of Jaeger-LeCoultre’s heritage, expertise and creativity,” said the company.
While still located at 701 Madison Avenue, the revamped store is larger post-renovation, with an open-plan main floor.
The entrance sits between two large windows, “exuding a sense of openness and welcome,” said the company.
The double-height space was inspired by the “serenity and beauty” of its home in Switzerland’s Vallée de Joux, with a focus on natural colors and organic materials, including limestone and oak, with black brushed metal accents.
The space includes a secluded VIP lounge and a sculptural staircase that leads to a “glass box” mezzanine overlooking the main floor.
On the mezzanine, visitors will find Atelier d’Antoine, a space, named after company founder Antoine LeCoultre, where they can explore the world of Swiss fine watchmaking through workshops. Hosted by watchmaking experts, up to six participants can join a class that blends theoretical education with hands-on watchmaking.

The store also employs an in-house watchmaker that can change or resize bracelets and help with after-sale services.
Facing the entrance, visitors will find the “Craftsmanship Table,” which shares the story of the Métiers Rares, where the company’s artisans work. It highlights a few of their 180 collective skills, it said, including enameling, engraving, and gem-setting.
The wall behind that display showcases a selection of “the rarest and most precious timepieces” from the current collection.
Nearby, counters arranged in an oval showcase highlights from its collections.
An interactive wall displays some of the 1,400 calibers created by the watch company since its founding in 1883.

There is also an interactive “Strap Wall” that lets shoppers personalize their timepieces by mixing and matching the strap material, color and stitching to best complement their watch case.
For more personalization inspiration, visitors can also see a display of engraved and lacquered “Reverso” casebacks.
To the left of the entrance, shoppers will find the 1931 Café, a nod to the year the brand created its popular Reverso model.

The café’s walls are tiled in a bespoke pattern, inspired by lettering created by artist and graphic designer Alex Trochut as an ode to the Art Deco design of the Reverso. Trochut collaborated with the brand as part of its “Made of Makers” program.
Beside the café sits a “Cabinet de Curiosités” which showcases objects that tell the brand’s story and share the three principal fields of watchmaking, said the company.

At the center of the cabinet is a screen where visitors can choose from a library of nine “In the Making” education videos that share the five steps of creating a watch, including design, production, assembly, finishing, and ornamentation.
The new location is more than a place to buy watches, said the company.
“The new flagship on Madison Avenue welcomes visitors to pause and take time, immersing themselves in the fascinating world of watchmaking and the remarkable story of Jaeger-LeCoultre, taking a deep dive into the maison’s heritage, its watchmaking expertise, and its spirit of innovation and creativity.”
The Latest

Sponsored by the Gemological Institute of America

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.


The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

“The Jewelry Book” comes out this September.

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.