Jaeger-LeCoultre

Abu Alex
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As an owner of one JLC watch and someone who likes the company, I personally feel that…

…JLC have a stuffy, old-fashioned product catalog.

Yes, the Reverso is their iconic watch but with its case shape it is a niche product that looks very dated with its Art Déco design (compared to the Cartier Tank that looks timeless, in part due to its golden ratio proportions).

The Polaris is nothing special and takes the most boring of boring 1960s/1970s design elements.

The Master series has had zero continuity in terms of design identity over the past two decades.

I fear that JLC is already a dead brand despite the watchmaking prowess it has to offer.

The other issue is that JLC, perhaps due to their legacy as movement supplier(?), also don’t have any iconic watches in their back catalogue over the past decades that could become a future commercial success.

So, the only way forward is to keep being highly technically competent, cherishing (but not milking) the Reverso and finally coming up with a line of round watches that actually stands out and has personality.

Perhaps their Richemont friends from Cartier can help them come up with a new iconic design that can become a commercial hit and stand the test of time. JLC Is in dire need of such instant classic (for example like the Ballon Bleu at Cartier).

I wish JLC all the best but I have no hopes for them.

I hope to be proven wrong!