A lot of what we’ve been working on for the past few years has been to bring the manufacture out to the public — through our boutiques, our exhibitions, such as the one in New York (in the fall of 2021) that we hosted about Sound Maker, and in these exhibitions we bring craftsmanship, we bring history, we bring education with our discovery workshops, we bring an artistic component, we bring of course innovation and a lot of storytelling from the manufacture directly to the public. So that has been our objective in a way: educate, share, tell more about watchmaking. And we feel the public is really enjoying it and is really eager to understand more.
Somehow, watchmaking is always a little secretive; it can feel very like a very “educated” industry in which you need to understand the technicality of watches — which it is — but also, you can just enjoy beautiful craftsmanship and simply learn more with Jaeger as to what watchmaking is about.
So through our exhibition, our boutiques — or, if you dare, going all the way to the Vallée de Joux, where we’ve totally reshuffled our visit to the manufacture — so you can really have a thematic visit based on your level of interest. You can take discovery workshops to dive into specific things, so there is a lot to learn with us. Now we have thematic visits about Atmos, about celestial complications…you can take a class a few hours long with experts from the manufacture and really go beyond just assembling a movement and understand the secrets behind specific elements of watchmaking.
You can assemble a Reverso case and understand more about Art Deco. So a little bit like how one can take wine classes to learn more about Bordeaux and Pinot Noir, you can do that with Jaeger-LeCoultre, educate yourself, educate yourself about this fantastic world and craftsmanship. And of course, being Jaeger and having invented so much, and being so integrated in our manufacturing and the way we make our movements, our cases, our development, we have all the knowledge and the crafts to be shared with anyone who has an interest in watchmaking, so that’s what we’ve been embarking on.