Was 2019 a Good Year for Jaeger-LeCoultre? A Community Debate

amanico · 2020-08-22T00:53:10Z

Explore Jaeger-LeCoultre's 2019 performance through amanico's critical analysis and community debate on high horology vs. accessible models, pricing, and brand strategy.

amanico

WPS member · Jaeger-LeCoultre forum

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Nicolas (amanico) provides a critical look at Jaeger-LeCoultre's 2019 performance, highlighting the brand's impressive strides in high horology and movement improvements, while also questioning its strategy for more accessible and innovative offerings. His analysis sets the stage for a community discussion on JLC's market positioning and product development, particularly concerning its mid-tier offerings.

Three points.

1/ Jaeger Lecoultre invested the high horology segment in a brilliant way: 2 new movements, the Cal 184 ( Gyrotourbillon Five ) and Cal 950 ( MGT Minute Repeater Perpetual ) and used the Cal 946 in the MGT Tourbillon Celeste, an evolution of the Hybris Artistica from 2014 in a short edition of 28 pieces.

So, two new movements, and a new case for the Master grande Tradition Line.

2/ Jaeger Lecoultre revisited some of their movements for a better power reserve ( 70 hours ), with for example, this MUT Perpetual Guilloché Blue Enamel. These improvements were enlarged to some other Master Control Watches in 2020. Which is another positive point.

3/ In terms of cool and affordable watches, I think JLC can do better. Of course we had the pleasure to see the Reverso Tribute Small Second Burgundy,

But I still think JLC can do better in terms of choice, innovation, and ( relatively ) affordable watches.

They sure know how to make some great Six Digit high horology watches, but the mere ( and relatively worthy ) watch aficionado is still waiting for something special, for him. Daring, exciting, innovative, special, and more affordable. Yes.

What do you think?

Best,

Nicolas

Key Points from the Discussion

Despite exciting ultra-high horology releases, the lack of trickle-down innovation to more accessible models and their absence in boutiques limits the 'halo effect' for many collectors.
The community frequently expresses unfulfilled hopes for exciting, new, and mid-priced JLC watches, with recent updates like Reverso dial colors and Master series refreshes seen as insufficient, and upgraded movements long overdue.
The current market demands steel sports watches and independent brands offering high finishing and exclusivity, areas where JLC appears to be lagging, especially compared to its past innovative lines like Amvox and Deep Sea.
Many believe JLC's current challenges stem from Richemont's business approach, characterized by frequent CEO changes and short-term strategies that hinder long-term brand development, a pattern observed across several Richemont and LVMH brands.
JLC's mid-range watches are perceived as overpriced for the finishing offered, especially when compared to competitors like Glashütte Original, while their higher-end pieces remain out of reach for most, creating a value perception issue.
While JLC demonstrates exceptional skill in haute horlogerie, the brand's stagnation in entry and mid-level segments, coupled with increasing prices, suggests a strategy of offering 'less for much more,' alienating many aficionados.

The Discussion

Aug 22, 2020

Some new mid-tier pieces too will be good. Sad that they discontinued the Geophysic line-up and also did not further the usage of the gyrolab balance so far. You know when they say, when one is at the peak, the only way is to stay there, or go down.

PoyFR

Aug 22, 2020

Of course we saw amazing and desirable realizations. I fell that all current watches are surfing on the developments launched by Mr JL. Since then we have seen minor improvements, aesthetic rearrangements and continuations of defined programs. I fully agree with you, JLC is stagnating whilst the prices of their entry and mid-level watches is almost inaccessible / justifiable. Evidently JLC is a renowned brand and offers beautiful watches but I feel as if they are aiming for offering less for muc

MTR

Aug 22, 2020

I feel completely the same. The pieces made by JLC that - really - make my heart beat faster are all incredibly expensive and so out of my reach . Even if I could afford a special watch, it would exceed my self-imposed limits. Because for me, beyond a certain limit, it just doesn't fit into our time. And desirability and longing for a certain piece full of passion and „with all senses“ doesn't necessarily have anything to do with extremely high prices. Amitiés, mon ami Thomas

ChetBaker

Aug 22, 2020

lack the detailed finishing that I would like to see in the 10k range (compare that to a GO panoreserve for example), and the Reverso while cool and iconic is too niche and cannot carry the brand on its own. Even the new calendar chrono I am no longer sure about - a blue or even greenish dial would have given it a bolder look. The market is focusing on steel sportswatches and independents that apply the highest degree of finishing and offer the wearer the feeling of exclusivity. JLC currently se

amanico

Aug 22, 2020

I am really looking forward to seeing some thrilling offers in the " affordable "range... Best, and thanks for your answer. Nicolas

K-

K-Lo

Aug 22, 2020

Like these resellers know this watch will be a future classic, I had the chance to get this when I was in NYC last year, my wife bullied me out of it. Saying it was a women's watch, I thought it was elegant and fit me nice. Sometimes, you have to take your own opinion.

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Was 2019 a Good Year for Jaeger-LeCoultre? A Community Debate

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