Discover the secrets behind Jaeger-LeCoultre's success

Jaeger-LeCoultre North Asia Managing Director Guillain Maspétiol talks about one of the most watch-crazed regions in the world

by 23 April 2014

What is the image of Jaeger-LeCoultre that you communicate to customers in North Asia?

Jaeger-LeCoultre is the benchmark in fine watchmaking. It is a real Manufacture that continuously pursues ideas and inventions since it was established in 1833. Every single part of the watch is made under the same roof. From inventing calibers that fit exactly its watch case to 1,000-hour quality control, the brand philosophy and attention to details transform the watches into objects of desire. After 180 years, Jaeger-LeCoultre possesses 180 skills, 40 crafts, 1,242 calibers and over 400 patents.

Watch enthusiasts in Hong Kong/Macau are particularly passionate about movements, does Jaeger-LeCoultre create collections with them in mind?
The Hybris Mecanica collection reflects the full savoir-faire of the Manufacture Jaeger-LeCoultre. It shows that innovation and imagination never ends in the Grande Maison. We continue to surprise watch enthusiasts with this collection. Take the example of our latest release in SIHH 2014 – the Hybris Mecanica Eleven – Master Ultra Thin Minute Repeater Flying Tourbillon. What seems impossible is what drives us forward.

How does Jaeger-LeCoultre attract customers in this region where wealth is with a younger generation?
From Master Control to Deep Sea, Duometre to Hybris Mecanica, Reverso to Rendez-Vous, we have a range of collections and prices that cater to both ladies and gents with different lifestyle, taste and needs. 180 years of know-how and on-going inventions allow us to develop diverse lines that meet the needs of our dynamic clientele.

What is Jaeger-LeCoultre's expansion plan in North Asia?
Due to positive reactions from the Asian economic environment and high potential of growth, the brand has greatly developed its visibility at the POS level, as well as brand awareness among consumers over the last few years in North Asia. As consumers’ buying habit has evolved, they also demand a luxury shopping experience. So, we have shifted from 100% wholesale network to a good balance between wholesale and retail distribution, and will continue to expand in both networks.

In the current economic climate, there is an essential need to provide great service - during and after sales - and exceed consumers’ expectations, thus, giving an added value to the timepiece that they have purchased.

What is the role of social media for Jaeger-LeCoultre?
Social media is a very powerful platform that gives consumers an insight into products. More and more people, especially younger generations, obtain information through this platform. We are also adopting this trend by investing in digital platforms and social media, i.e. Facebook, Weibo, Wechat, Youtube and Twitter. Through these platforms, we can educate consumers about fine watchmaking, give them easy access to the brand.

Social media also provides instant updates to both young generations and watch connoisseurs who find out the latest information via mobile devices.

What are die-hard Jaeger-LeCoultre fans like from North Asia?
Watch connoisseurs in Hong Kong are very mature and already have sophisticated knowledge of haute horology, i.e. Proto Zero has been launched in Hong Kong solely due to the maturity of local connoisseurs and their understanding of high complications in fine watchmaking. Other North Asian clients are also becoming increasingly knowledgeable about brands than ever before, thanks to the power of the internet. They appreciate fine watchmaking more and more. This is very positive for Jaeger-LeCoultre.

Customers treasure intrinsic values instead of simply following “brand name” nowadays. They also look for watches which best suit their personality, not just trends and designs.