WatchesFeb 23, 2024
Rolex to Open New Watchmaking School in Dallas 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.
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.
“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 renovated store’s design focuses on natural colors and organic materials, including limestone and oak, said the company.
The space was inspired by Switzerland’s Vallée de Joux, evoking “serenity and beauty,” said Jaeger-LeCoultre.
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.
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.
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.
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 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.
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.”
Editors' Picks
Sponsored by
More on Watches
The Latest
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
Weekly QuizAug 27, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
FinancialsAug 27, 2026
Movado’s Q2 Sales Up As Younger Consumers Take Interest in WatchesThe fashion watch category was once threatened by the Apple Watch, but consumers are now opting for new wearables, said Movado’s CEO.
SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
Lab-GrownAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
SurveysAug 26, 2026
Consumer Confidence Dips in August Amid Anticipatory Anxieties Respondents were concerned about the future of the labor market and their income as well as the rising prices of gas and groceries.
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
ColumnistsAug 25, 2026
Proof Before Purchase: The Gen Z Way to BuyIn her first column for National Jeweler, Jennifer Shaheen asks jewelers if they know how to connect with the next generation of consumers.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
