On November 1, the Swiss fine watchmaking brand Jaeger-LeCoultre announced that Yi Yang Qianxi became the global spokesperson.
Image source: Jaeger-LeCoultre
In 1833, in the quiet Swiss valley, Antoine LeCoultre transformed his small barn into a watchmaking workshop – the predecessor of the Jaeger-LeCoultre workshop.
Since its inception, precise movements and exquisite craftsmanship have been at the heart of Jaeger-LeCoultre. Today, Jaeger-LeCoultre continues to innovate in watchmaking and remains one of the few workshops that combines more than 180 skills under one roof to truly design and manufacture timepieces in-house. The story of this legendary workshop continues to lead the spread and continuation of watchmaking culture and craftsmanship around the world.
Just this week, the Swiss fine watchmaking brand announced Yi Yang Qianxi as a global spokesperson. In his first shoot with Jaeger-LeCoultre, Yi Yangqianxi wore the new Reverso Tribute Duoface Calendar double-sided dual-time zone full calendar watch. The news drove 110 million views on Weibo in a single day, with users praising the appointment and Yi Yangqianxi's pioneering, focused and ultimate personality that complements the brand's values.
Yi Yangqianxi's new Reverso Tribute Duoface Calendar flip series double-sided dual-time zone full calendar watch rose gold.
Image source: Jaeger-LeCoultre
As a brand with a history of nearly two centuries, how does Jaeger-LeCoultre continue to push the boundaries of creativity and culture while inheriting 100 years of craftsmanship? In the Chinese market, how does it strengthen its leading position in fine watchmaking through localization strategies?
A local interpretation of the Haute Horlogerie experience
The unique charm of the Jaeger-LeCoultre workshop is not achieved overnight, but thanks to watchmakers, engineers, designers and craftsmen working side by side. Today, Jaeger-LeCoultre is constantly working to bring the spirit of craftsmanship to the eyes of Chinese consumers in a variety of forms.
In 2020, in tribute to the glorious heritage of the Ringing Watches field, Jaeger-LeCoultre unveiled the "The Sound Maker" themed exhibition at Sino-Ocean Taikoo Li Guangdong Hall in Chengdu, which not only showcases the history of Jaeger-LeCoultre and the rarities or unique pieces of the current timepiece collection, reviews the historical evolution of the Ringing Watch, but also presents a new "sound sculpture" art installation commissioned by Swiss contemporary artist Zimoun commissioned by Jaeger-LeCoultre. Using recycled industrial components, including watch components, the sculpture, movement and sound in the traditional sense are subverted, and ordinary materials are transformed into romantic works through intricate structures and mechanical principles – just as the master watchmakers of the Jaeger-LeCoultre workshop assemble the parts of a watch movement to give it a vibrant life.
Jaeger-LeCoultre held the "The Sound Maker" themed exhibition at Sino-Ocean Taikoo Li Guangdong Assembly Hall in Chengdu.
Image source: Jaeger-LeCoultre
The following year, to celebrate the 90th anniversary of the Jaeger-LeCoultre Reverso Flip Series, the brand presented a special exhibition of the Reverso Flip Series at the Shanghai Art Museum. The exhibition is presented through four chapters: classic legends, style design, innovation and rare craftsmanship, telling the audience the story behind this watchmaking paradigm in all aspects. A new art installation created by renowned American artist Michael Murphy, Spacetime, explores the relationship between three-dimensional space and fourth-dimensional time, capturing the fascinating beauty and precision of timekeeping and watchmaking in a fascinating and unique way. At the same time, Jaeger-LeCoultre also opened a limited-time coffee shop in K11 in Shanghai to further enrich the exhibition experience, using coffee to "break the circle" and create social media moments with local audiences, thereby cultivating more potential audiences for the brand.
Spacetime, a new art installation created by renowned American artist Michael Murphy, is on display in the Jaeger-LeCoultre Reverso Flip Series.
Image source: Jaeger-LeCoultre
At the end of last year, the new Jaeger-LeCoultre flagship store was unveiled at K11 in Shanghai, bringing the Jaeger-LeCoultre workshop from Switzerland to the other side of the world. In this flagship store, guests can immerse themselves in the magical world of watchmaking, learn about the legend of Jaeger-LeCoultre and delve into the history, watchmaking know-how, creativity and innovative spirit of the Jaeger-LeCoultre workshop. In keeping with watchmaking craftsmanship, the storefront space uses a series of interlocking circles and arcs that are abstract representations of the parts in the watch movement, with interlocking spatial layouts and rich interactive settings that guide guests to follow a preset path of exploration and gradually delve into the legend of Jaeger-LeCoultre. Using organic materials and natural colours, the interior of the store blends tradition and modernity, echoing the tranquil setting of the valley of Jou, where Jaeger-LeCoultre ateliers are located.
The shop also features the Atelier d'Antoine, which is reproduced exactly as the layout of the Grand Jaeger-LeCoultre atelier in Switzerland. Under the guidance of watchmaking experts, guests can immerse themselves in the world of Swiss fine watchmaking in a new way, and experience the essence of Jaeger-LeCoultre watchmaking skills in a hands-on exploration workshop. This is the first time that the brand has brought Anthony watchmaking master workshops out of Switzerland, reflecting the importance and expectations of Jaeger-LeCoultre for the Chinese market.
The new Jaeger-LeCoultre flagship store at K11 in Shanghai.
Image source: Jaeger-LeCoultre
Join hands with a new generation of pioneers to reach younger audiences
The long history has not been a shackle for Jaeger-LeCoultre, on the contrary, the spirit of excellence has driven this watchmaking leader to embrace new forces. The choice of Yi Yangqianxi as the global spokesperson reflects the "two-way running" between Jaeger-LeCoultre and the young leader.
Yi Yangqianxi, who debuted at the age of 5, is well known to the public for his outstanding singing and dancing talent. He combines multiple identities such as actor, singer and dancer, and his screen roles have been widely acclaimed and nominated for the China Film Golden Rooster Award three times. The movie "Young You" starring him not only won the 2021 Academy Award for Best International Film, but also won the Best Newcomer Award at the Popular Film Hundred Flowers Award and the Best Newcomer Award at the Hong Kong Film Awards.
Prior to Yi, Jaeger-LeCoultre appointed award-winning British and American actress Anya Taylor-Joy as its spokesperson in September. Born in 1996, Anya is already a prolific actress with many notable titles, notably her appearance in the Netflix hit series The Queen's Gambit. For this work, she won a Golden Globe Award, a Screen Actors Guild Award, and a Critics' Choice Award.
Anya appeared in the first blockbuster wearing a Jaeger-LeCoultre double-sided flip watch in rose gold.
Image source: Jaeger-LeCoultre
In their first blockbuster shot for Jaeger-LeCoultre, Yi Yangqianxi and Anya both wore flip watches, highlighting the extraordinary significance of this work for this master watchmaker. Jaeger-LeCoultre introduced the Reverso Flip Series in 1931. With its sleek Art Deco lines and unique reversible case, the Reverso Flip Series has become a design classic of the 20th century and one of the most recognizable models in the history of watches, and remains a symbol of timeless modern style today.
Both appointments therefore demonstrate Jaeger-LeCoultre's focus on the younger generation and its determination to expand its global reach. According to the National Bureau of Statistics, there are currently about 260 million Gen Z people in China. However, the growing spending power of this group cannot be ignored for luxury brands. According to consulting firm Daxue Consulting, China's Gen Z spent nearly 5 trillion yuan ($695 billion) in 2021, accounting for about 11.2% of China's total domestic consumption.
Jing Daily's report, "The Secrets to Selling Hard Luxury To China's Gen Z," argues that to appeal to Gen Z in China, luxury brands need to create experiences that are desirable, accessible, and easy to share. This form of engagement does not necessarily lead to immediate sales, but rather builds awareness and emotional foundation among the younger generation of consumers. As a leader in fine watchmaking, Jaeger-LeCoultre already knows this, using avant-garde values and timeless style to establish a dialogue with consumers of today and tomorrow.
Author and editor| Wu Wenzhuo