1. Please tell us more about the UAE Limited edition 40th anniversary Jaeger – Le Coultre watch?
Jaeger-LeCoultre has been present for over 20 years in the UAE. Through our esteemed partner Mansour Jewellers, Jaeger-LeCoultre has developed strong roots in the UAE and pays tribute to the nation by contributing to the celebrations of its 40th anniversary with a special limited edition and highly exclusive watch.
In collaboration with Mansour Jewellers, we have designed a piece which subtle features reflect the identity of the UAE and honours its key historical moments.
To commemorate 2 December 1961 – when Sheikh Zayed raised the national flag for the UAE for the first time at 11.30 at Sheikh Rashid Majlis on Jumeirah Beach – we have designed a watch that features two very special characteristics; once every month, UAE flag appears on the 2nd of every month instead of the date and the time 11.30 is permanently highlighted on the alarm disc. To reflect the nation’s identity, the watch features a special dial and custom alligator strap showing the national colours of red, green, white and black, and an exclusive engraving by Jaeger-LeCoultre’s master craftsmen of the UAE’s national emblem.
Jaeger-LeCoultre takes great pride in presenting this exclusive piece and will offer the watch in a special limited edition box to the final customer.
2. How does this watch reflect relationship between the Swiss house and the Middle East? And what does it resemble for?
This watch reflects our continuous commitment towards the UAE. Jaeger-LeCoultre identifies with the nation and feels we share a number of characteristics and values; the UAE are full of potential and dynamism with a great appreciation and respect for heritage and tradition. The UAE have also achieved some of the technical marvels of modern times. We can say the same of Jaeger-LeCoultre; we are the most technical brand shown in the number of patents filed and the number of the movements created. We have not reduced our investment in R&D, despite the global financial crisis 2 years ago, nor have we suffered redundancies to preserve our unmatched know-how. This investment now pays its dividends.
What is the current sales spread between your various collections?
There has been shift over the last 2 years in the purchasing behaviour of watch connoisseurs.
Firstly, there is a strong demand from China. Chinese consumers tend to lean more towards a traditional shape rather than sports watches, towards pink gold rather than white gold, and more towards smaller sizes - 38-40mm diameter rather, than 42-46mm as favoured by our Middle Eastern Clients.
Secondly, we witness a global trend of a decrease in demand for "status" watches. Customer’s preferences now focus on more traditional watches, with potential resale value and which reflect more self-confidence in elegance and individuality.
For Jaeger-LeCoultre this is good news. Our brand personnality corresponds to these values; innovative, yet elegant and with respect of the horology traditions which are reflected our iconic Reverso and Master Control lines.
3. How is Jaeger Le-Coultre faring in the Middle East?
On a global scale, the Middle East, as well as China, has experiences a strong growth over the past 3 years. This region remains of importance to the brand and we will continue to invest in Jaeger-LeCoultre boutiques in order for our customers to enjoy a true Jaeger-LeCoultre shopping experience. Out of 41 boutiques worldwide, 6 are located in the Middle East, including 3 in the UAE and 1 more to come in Abu Dhabi’s Etihad Towers. In the region, the UAE, Lebanon and Kuwait are our biggest markets.
4. Could you please describe the JLC customer profile? Is it different for this region?
In the Gulf, we don’t have just one customer profile, especially in the U.A.E. where the clientele is very diversified, from local Emiratis, to local expatriates and tourists, in particular from Asia or Russia. As Jaeger-leCoultre offers a wide collection thanks to the richness of our patrimony, the brand manages to appeal to a number of different customers.
However, in general, Jaeger-leCoultre customers are looking for a reference in fine watch-making reflecting their discernment in this field. The Middle East gathers some very unique collectors and watch connoisseurs, for whom Jaeger-leCoultre’s technical innovation, leadership, and pioneering role are key success factors. To these collectors, Jaeger-leCoultre offers unique creations, such as the Hybris Mechanica, the Reverso Gyrotourbillon 2 or the Master Tourbillon, heir to 178 years of expertise, benefiting from cutting-edge technologies.
5. Which of your models are the most popular in the Middle East? Are your Haute Joaillerie watches more popular here than in other regions?
We are very happy to see that our expertise in high jewellery, whether for men or women, has a strong audience in the Middle East. Jaeger-leCoultre is actually one of the few brands that have its own gem-setters in-house. This allows our gemsetters and our designers to share ideas throughout the design process. Jaeger-LeCoultre has also been very creative in new type of settings, for example the snow setting. Annually, the most exclusive pieces are unveiled at the Mostra Venice film Festival.
6. What is your expansion strategy for the Middle East?
The UAE, Lebanon and Kuwait are our biggest markets while we have plans to develop Saoudi Arabia and Qatar further. In addition, we feel that this is a region where we need to maintain a personal relation with connoisseurs. To do so, we are multiplying the opportunities to meet through exclusive events at the boutiques or through brand events, such as our partnership with Abu Dhabi Film Festival for example. Customers in the Middle East show a thirst for knowledge and Jaeger-LeCoultre has very strong technical and historical content to share.
7. What models are the Jaeger-LeCoultre favorites in the region?
On a global basis, we see a strong demand for historical models; Master Control and Reverso. However, in the Middle East demand is more balanced between our historical models and our sport line Master Compressor, which size, technicalities, and resistance are very well appreciated. We also have a strong audience for very high complications priced around 300K Euros.
A number of high-end brands are competing in this region. How does Jaeger-LeCoultre differentiate itself from its peers?
"Always a step ahead". There is simply no other manufacturer that is as creative with their collection each year. Since the launch of the Gyrotourbillon in 2004, Jaeger-LeCoultre continues to innovate, whilst respecting traditional horology. Whether it is the Reverso Tryptique, the Extreme Lab, the Calibre 978 (most precise tourbillon in the market) or the Duometre concept, Jaeger-LeCoultre continues to design and produce innovative pieces which are perceived as great milestones in the field of horology.
8. What benefits do you see from official partnership deal signed with the Abu Dhabi Film Festival?
Jaeger-LeCoultre is very pleased to announce its official 3 year partnership with the Abu Dhabi Film Festival (ADFF), one of the largest and most influential international film festivals in the Middle East.
The brand has a long standing connection with the film industry, and a strong commitment to supporting and promoting cinematic culture, exemplified in its 7 year partnership with the Venice International Film Festival, and the recent collaboration with the Shanghai International Film Festival.
The brand and the Festival share a common devotion to artistic heritage, making the ADFF a perfect fit in a region with shared regard for tradition and heritage mixed with modernity and the ultimate quest for perfection.
Being the Official Timekeeper of the Festival allows us to further cement our position as supporter of the global cinematic industry and connect into Abu Dhabi community.
9. Is Jaeger-LeCoultre scouting for any Middle Eastern star to become its brand ambassador?
Any relationship should result from a natural interaction with the brand or its teams, such as the encounter of Diane Kruger and our CEO Jérôme Lambert at the Mostra, the Venice International Film Festival, a few years ago. Any connection is about sharing a passion for fine watchmaking and the values of the brand.
Expanding our global community of Friends of the brand to the Gulf can certainly be a way of connecting further into the local community.
In the region, some personalities such as musician Guy Manoukian or Lebanese fashion designer Georges Chakra are fans of the brand as they feel it reflects timeless elegance. Mohammed Sultan al Habtoor is the first Emirati personality.