Jaeger-LeCoultre's new flagship London boutique: the ultimate in horology arrives in Mayfair

By Maria Doulton

The arrival of the impressive flagship Jaeger-LeCoultre boutique in London firmly confirms Mayfair's status as a global destination for lovers of luxury watches.

To mark the occasion, the Maison held a housewarming party at its new store at 13 Old Bond Street and invited some of its most distinguished friends of the brand. Among the 150 or so in attendance was the serene Carmen Chaplin, actress, director and granddaughter of Charlie Chaplin, who features in the new advertising campaign and helped cut the opening ribbon.

In canary yellow silk trousers, the Puerto Rican model and photographer Astrid Muñoz Astrada also added her exotic glamour to the evening.

The world of polo was well represented thanks to the presence of the Argentine champion Eduardo Novillo Astrada, whose Latin good looks also light up the brand's new advertising campaign. British polo players George Meyrick and Luke Tomlinson also attended, as well as long-time brand ambassador of Jaeger-LeCoultre and polo player The Marchioness of Milford Haven and her husband.

Hosting the event was CEO of Jaeger-LeCoultre, Daniel Riedo, alongside Zahra Kassim-Lakha, UK brand director, who in her welcoming speech said: "As a flagship in the UK, it has the Maison's largest collection throughout the world. Exceptional pieces will be showcased here at regular intervals giving you a reason to return again and again. Each visit you will discover something new about our timepieces, about our heritage, and about luxury watches in general."

The enduring beauty of Art Deco design - evident in the famous Reverso watches and Atmos clocks - is reflected in the interiors by British designer Tim Gosling. The sequence of light-filled spaces invites visitors to discover the rich universe of Jaeger-LeCoultre watches, with comfortable sofas in the Heritage Room and pleasingly cosy corners, including the private salon, in which to linger.

Formerly an artist's studio, the high ceilings and generous proportions lend themselves to telling the Jaeger-LeCoultre story in luxurious detail. Like the brand's new advertising campaign, the warm sycamore wood, textured walls and flow of the rooms encapsulate the watchmaker's rich history, technological prowess and mastery of crafts.

I particularly liked the period light fittings as well as the recessed plaster reliefs, of what I assume are the Jura Mountains, set above the dado rails of each room. The cool grandeur of the Swiss peaks is captured in this subtle play of light and plaster.

Watch fanatics can dive into the world of high complications with some of the Maison's most grandiose and elegant mechanical creations on display, and the Master Watchmaker in residence is on-hand to share his knowledge and reveal the mysteries of its miniature mechanical masterpieces - when he is not in his workshop repairing timepieces.

A wall is decorated with 60 of its 1,249 famous watch calibres and creates a screen between two areas, interspersed with framed prints of early Jaeger-LeCoultre advertising and grainy black and white photographs of the original manufacture.

Visitors can also discover delights such as watchmaking instruments developed by founder Antoine LeCoultre in the 19th century, rarely seen outside the House's museum in Switzerland. Meanwhile, historical pocket watches and clocks reveal the wealth of heritage that this legendary Swiss brand brings to its modern watchmaking.

For women, the selection of ladies' watches encompass the most exuberant, gem-laden, red-carpet-worthy timepieces as well as the more everyday Rendez-Vous models.

Famous for its Métiers Rares, craftsmen will offer demonstrations of exquisite skills such as miniature painting, enamelling, engraving and gem-setting. I was delighted to see an original 1933 Duoplan diamond watch on display - barely the size of a ladybird - as well as an original 101 watch, like the one Queen Elizabeth II wore on her Coronation.

But go and discover for yourself why the latest London destination devoted entirely to Jaeger-LeCoultre watches is a must for those who want to browse, discover and purchase the ultimate in horology.

Actress Carmen Chaplin, who features in the luxury watch brand's new advertising campaign, with CEO of Jaeger-LeCoultre, Daniel Riedo, at the launch party in Mayfair.
Argentine polo champion Eduardo Novillo Astrada, who features in Jaeger-LeCoultre's new advertising campaign, with his model-turned-photographer wife Astrid Munoz Astrada, and fellow polo player and long-time brand ambassador Clare Mountbatten, Marchioness of Milford Haven, at the brand's store opening in London.
The warm sycamore wood, textured walls and flow of the rooms encapsulate Jaeger-LeCoultre's rich history, technological prowess and watchmaking mastery.
Jaeger-LeCoultre's Master Watchmaker in residence is on-hand to share his knowledge and reveal the mysteries of the brand's miniature mechanical masterpieces at the new flagship boutique in London.
Interior designer Tim Gosling, polo player Clare Milford Haven and Jaeger-LeCoultre's CEO, Daniel Riedo, hold the ribbon as actress Carmen Chaplin cuts it, signalling the opening of Jaeger-LeCoultre's flagship London boutique.
The Jaeger-LeCoultre Rendez-Vous Celestial watch pays homage to astronomical phenomena. Presented in a rose gold case decorated with brilliant-cut diamonds, with an alligator strap, a Bordeaux-coloured aventurine stone decorates the dial, with the hours and minutes placed in a crescent-shaped window at the top. The 12 Zodiac signs are represented in the elliptical disc below.
Jaeger-LeCoultre invites visitors to discover its rich universe in the Heritage Room of its new flagship boutique on Old Bond Street in London.
Jaeger-LeCoultre's UK brand director Zahra Kassim-Lakha, actress Carmen Chaplin, CEO Daniel Riedo, Astrid Munoz Astrada and Argentine polo player Eduardo Novillo Astrada at the opening of the watchmaker's new boutique in London.
The limited Boutique Edition Jaeger-LeCoultre Grande Reverso 1931 Seconde Centrale watch features a 46.8 x 27.4mm white gold case and is presented on a black alligator strap with a white gold pin buckle. The black dial houses gold-powdered hour makers and a large central seconds counter in the middle of the dial with a shortened hand. Equipped with an in-house calibre - JLC 966A - the automatic movement is just 4.20mm thick.
Jaeger Le-Coultre's new Rendez-Vous Night & Day ladies' watch is presented in a two-tone rose gold and stainless 34mm case and bracelet, with a silvered guilloché dial that features large 1930s-inspired numerals lit up by the diamond set bezel. It is fitted with an in-house JLC automatic movement.
The arrival of Jaeger-LeCoultre's flagship store on London's Old Bond Street confirms Mayfair's status as a global Mecca for lovers of luxury watches.