Swiss watchmaker Jaeger-LeCoultre has opened a new flagship boutique in London, UK, which will also showcase some of the brand’s historic timepieces. 

The 230-sq-m store is located at 13 Old Bond Street and consists of different salons, showcasing the depth and history of Jaeger-LeCoultre’s watchmaking expertise.

More than 150 watch enthusiasts and collectors and close friends of the brand attended the May 12 launch party to celebrate the legend-filled journey of Jaeger-LeCoultre from its origins over 180 years ago in the Swiss Jura Mountains, to a true luxury brand that continues to deliver on a unique tradition in fine watchmaking: the tradition of invention, precision and refinement. 

CEO Daniel Riedo, International Director Jerome Favier, UK Market and Global Strategy Director Zahra Kassim-Lakha, were present at the launch.

Other guests included actress Carmen Chaplin, polo stars Luke Tomlinson and Eduardo Novillo Astrada, the Marchioness of Milford Haven, Astrid Muñoz, designer Tim Gosling, prominent UK watch collectors, members of the press, and leading Mayfair personalities.

“This flagship boutique is not a locked vault to visit on a special occasion, but is open for you - our friends and clients - to make your own. As a flagship, it has the fullest collection of the maison in the UK, if not the world,” said Kassim-Lakha. “Exceptional pieces will be showcased here at regular intervals giving you a reason to return again and again.  Each visit you will discover something new about our timepieces, about our heritage, and about fine watches in general.”

The London store is the fifth new boutique to be opened by the house, following launches in Paris (France), Hong Kong, Singapore and New York (US).