Jaeger-LeCoultre has opened a new flagship boutique in Geneva, Switzerland.

More than ten years after opening its first “embassy” in the city, the watchmaker has now moved its boutique to 56, Rue du Rhône. 

Here, on the ground floor of an urban mansion built in the early 18^th century and graced with freshly renovated historical arcades, Jaeger-LeCoultre says it has found a distinctive setting in which to present its latest creations, iconic models as well as its entire range of collections.

The new boutique will be “a meeting place” where collectors and connoisseurs can enjoy the pleasure of discovering haute horlogerie and haute joaillerie models, as well as admiring the movements created by Jaeger-LeCoultre for more than 180 years through a permanent exhibition. 

A watchmaker present in the boutique will be delighted to share his passion with clients and to welcome them for personalised appointments, the watchmaker says.

Jaeger-LeCoultre has also infused the new boutique with an ambiance reflecting its identity. Noble materials, respect for a noble heritage as well as artisan-style talent all accurately convey the brand’s values in terms of design, technical sophistication and refinement. 

Located just an hour’s drive from its manufacture in the Vallée de Joux, the Geneva boutique nurtures special and unique ties with the maison, which was founded by Antoine LeCoultre back in 1833 and has 1,249 mechanical calibres and 413 patents to its credit.

The new outlet follows store launches in Paris, Hong Kong, Singapore, New York and London this year.