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.”
More on Watches
The Latest
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
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.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
Lab-GrownAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
