Jaeger-LeCoultre's New Ad Campaign: "Have You Ever Worn A Real Watch?"

Jaeger-LeCoultre, one of Switzerland's most historically important watch manufactures, has forged a new marketing campaign which seeks to focus consumer attention on the deep watchmaking values carried by the brand.   In general, history is an extremely important focus of the advertising efforts of many high-end watch brands, including Jaeger-LeCoultre;  however, with the new campaign the "Grand Maison" seeks to go beyond this and place a spotlight on the in-house know-how of its watchmaking operation, and the ingenuity of its movements and horological complications.  

A series of advertisements, created by Jaeger-LeCoultre in conjunction with the Paris-based DDB agency pose the provocatively direct question: “Have you ever worn a real watch?” which challenges viewers, but also draws attention to what exactly makes Jaeger-LeCoultre's timepieces so special.  One new Jaeger-LeCoultre advertisement for the new Reverso Gyrotourbillon 2 shows the watch next to a fully assembled tourbillon cage with the heading "0.34 Grams To Escape The Laws Of Gravity".  Another new ad created by the company depicts a large hinged case which holds 40 round and shaped movements made by Jaeger-LeCoultre; the antithesis of many advertisements which attempt to create a mood or a consumer desire for association, this picture presents a sober yet extremely effective statement of watchmaking integrity and manufacture authenticity.  The statement "No Other Watchmaker Can Sign This Photo" effectively underscores this aspect, while also providing an effective answer to exactly what a "real watch" is.  

Regarding the new advertisements, Jerome Lambert, CEO of Jaeger-LeCoultre stated, “This evolution is entirely in line with the new direction being taken by the Manufacture, which wishes to convey to consumers around the world the fundamental principles that have forged the identity of Jaeger-LeCoultre.  The spotlight is now trained not on the horological achievements themselves, but instead on the know-how, the inventiveness, and the authenticity without which none of these creations would have seen the light of day”.