Watches

Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

WatchesMar 28, 2024

Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Jaeger-LeCoultre Madison Avenue NYC store
Watchmaker Jaeger-LeCoultre has opened its newly revamped flagship on New York City’s Madison Avenue.
New York—Jaeger-LeCoultre has unveiled its redesigned flagship boutique on New York City’s Madison Avenue.

“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.

Jaeger-LeCoultre NYC flagship interior
Up to six people can book a workshop session at Atelier d’Antoine, a space within the store to learn more about Swiss fine 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.

Jaeger-LeCoultre NYC flagship interior
The store’s “Strap Wall'' lets shoppers explore personalization options.


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.

 Related stories will be right here … 

To the left of the entrance, shoppers will find the 1931 Café, a nod to the year the brand created its popular Reverso model.

Jaeger-LeCoultre NYC flagship interior
The 1931 Café


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.

Jaeger-LeCoultre NYC flagship interior
The store’s “Cabinet de Curiosités” helps to tell the brand’s story through interesting objects and educational videos.


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.”

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