Jaeger-LeCoultre Unveils New Flagship Boutique In New York City

by Sameera Gamage

The spirit of the Manufacture has been brought back to Madison Avenue with this newly redesigned flagship boutique!

Jaeger-LeCoultre has just proudly announced the grand transformation of its flagship boutique at 701 Madison Avenue, and it looks stunning! This unveiling opens a new chapter for the brand and its relationship with the city that never sleeps, New York City.

The new boutique is located at the same address as the previous boutique; however, now it’s much larger in size. The entrance to the boutique is set between two large windows, giving a large open view into the luxury setting, whilst also commanding a strong presence out on the street. Inside, this revamp has given the boutique a much more luxurious and elegant look, with the double-height space evoking the serenity and beauty of Jaeger-LeCoultre home in Vallée de Joux. To further emphasize the boutique’s visual aesthetic and its reference to the brand’s hometown, the interior space has been created with natural colours and organic materials—limestone and oak—with accents of black brushed metal.

Jaeger-LeCoultre NYC Madison Avenue boutique entrance

Jaeger-LeCoultre has designed the floor plan in such a way that it is a series of flowing spaces that take the visitors on a journey that gives them a much deeper understanding of the Maison and the art of watchmaking. When you enter through the front doors, the first main interaction for the visitors is the Craftmanship Table, which is an invitation to discover the beauty of the Métiers Rares, including enamelling, engraving and gem-setting – just a few of the 180 skills housed within Jaeger-LeCoultre’s integrated Manufacture. Behind this table is a wall with a display case that houses a selection of the rarest and most precious watches from Jaeger-LeCoultre’s current collection.

To the right of the boutique entrance, are display counters arranged in an oval design, showcasing all of the highlights of the Maison’s current collection of watches. Displayed on a wall nearby, is an “interactive calibre wall” which invites visitors to discover some of the most emblematic of the 1400+ calibres created by the Maison since its founding, underlining its authority as “the Watchmaker of Watchmakers”. 

Beyond this wall display, clients are treated to another interactive wall display, in which they are able to personalise their timepieces by experimenting with different strap choices, strap materials, and strap colours against their choice of watch case. This power of personalisation is then taken to another level as there is also a display of engraved and lacquered Reverso case-backs. Jaeger-LeCoultre has also positioned an in-house watchmaker at this boutique, who will be able to undertake tasks such as changing or re-sizing bracelets as well as after-sale services.

Jaeger-LeCoultre NYC Madison Avenue boutique – 1931 Cafe

Upon entering the boutique and going left, the visitors are treated to a luxuriously designed 1931 Café. This 1931 Café has been named for the year in which the iconic Reverso was born. The café features a wall of tiles created in a bespoke pattern derived from lettering created by Alex Trochut under the Maison’s Made of Makers programme – a subtle homage to the Art Deco design of the Reverso.

Jaeger-LeCoultre NYC Madison Avenue boutique – VIP Room

Alongside the 1931 Café is a Cabinet de Curiosités that displays intriguing objects that tell the story of the manufacturer and its three principal fields of watchmaking excellence. These fields are portrayed through the themes of  The Sound Maker, The Stellar Odyssey and The Precision Maker. Jaeger-LeCoultre states that “set in the centre of the cabinet is a screen where visitors can choose from a library of nine evocative and educational In The Making videos that take them behind the scenes at Jaeger-LeCoultre, revealing in depth the five steps of creating a watch in the Maison’s fully integrated Manufacture: Design, Production, Assembly, Finishing and Ornamentation.”

Jaeger-LeCoultre NYC Madison Avenue boutique – staircase leading upto upstairs ‘glass box’ mezzanine

At the heart of the boutique are several steps that lead into a more secluded and intimate VIP lounge, where clients can view Jaeger-LeCoultre’s exceptional timepieces in a more private manner. Located nearby, this VIP lounge is also a sculptural staircase designed with flair, leading up to a ‘glass box’ mezzanine that overlooks the main floor.

Jaeger-LeCoultre NYC Madison Avenue boutique – Discovery Workshop

This ‘glass box’ mezzanine is the Atelier d’Antoine, which is an opportunity for visitors and clients to explore the world of Swiss fine watchmaking in a new way. This is where a themed Discovery Workshop is hosted by a watchmaking expert and offered to a total of six participants at a time.

This brand-new boutique opening on Madison Avenue is not just a place to buy luxury timepieces. The boutique design itself sets the scene with displays of beautiful luxury, one you want to spend time in to learn about the history of Jaeger-LeCoultre’s watchmaking history while also immersing yourself in the brand’s current collection of exceptional timepieces.

Location, Opening Hours and Admission

The Jaeger-LeCoultre flagship boutique is located at 701 Madison Avenue, New York and will be open to guests Monday through Saturday from 10:00 am to 6:00 pm.

Atelier d’Antoine Workshops may be booked online at:

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