Jaeger-LeCoultre

ampurist
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Jaeger-LeCoultre Hosts Exclusive New York Geophysic Launch

Last week, amid the first real signs of Fall, Jaeger-LeCoultre brought together members of the New York watch scene for the grand unveiling of the two brand new additions to the Geophysic collection. As bloggers, writers and enthusiasts began to fill the Jaeger-LeCoultre boutique, 701 Madison Avenue buzzed alive with energy. The entire evening was shrouded in a cloud of mystery with the only exception being that the party was in honor of two brand new models. The invitation included one hint: "Intimate Dinner... Location to be revealed at the boutique" and just when the boutique began to transform into a post-work cocktail party, guests were whisked away in black shuttles to the next location, the Clock Tower at the Edition Hotel.

Jaeger-LeCoultre is a brand known for its classic design and remarkable elevated sophistication. To me, the JLC Reverso has become one of the most recognizable models in watch history along with the Royal Oak and Nautilus. With the introduction to the Geophysic True Second and the World Time, the brand continues to pave the way to the young professional's heart. Upon arriving at the Clock Tower, guests were seated at five tables, each one anchored by a representative of the brand. With a prix fixe menu and unlimited wine, the dinner began to evolve into a supper club in which members of the watch world had become a part of (think Soho House for watch lovers). Ranging from recent vacations to swapping instagram handles and hashtags, Jaeger-LeCoultre created an experience many in the room hadn't felt in a very long time. 

As the clock struck 9, the room began to quiet down as the revealing of the two models commenced. Timed to be at exactly the same time as the launch in Hong Kong, guests began the journey being presented with iPad's pre-loaded with a movie which begun to play simultaneously. After the video, four models were passed around the room: The Geophysic True Second in rose gold and steel and the Geophysic World Time in rose gold and steel. 

Geophysic True Second:

The Geophysic True Second is truly "classic". The smoothness and finish of the case and dial exudes a sense of class and elegance. The new "ticking" of the second hand brings a factor of excitement as if counting towards a monumental moment in life. With a 39.6 mm case, the True Second comfortably sits on the wrist with a very natural weight. The new elements of the watch is first noticed in the lugs. Previously, the lugs of the watch met the case with a gentle curve providing a seamless 360 degree unit. With this new model, the lugs connect at decisive angle providing a sense of presentation and heightened display of the case and face of the watch. 

Geophysic World Time:

The Geophysic World Time was by far the star of the show housing a beautiful artistic replica of a world map on the face of the watch. Offered in rose gold and silver, the world time includes a brand new two position adjustment feature. The crown in its neutral position winds the movement, while position 1 serves to set the jumping hours corresponding to the city and date where the wearer is currently located. Position 2 controls the hours and minutes.  With a 41.6 mm case, the watch separates itself with one distinct feature - no longer does the wearer use a pushbutton to adjust the time, instead the crown is used. The Geophysic is a wonderful size for women who enjoy wearing a larger case. Personally, I am accustomed and actually much prefer larger and heavier watches. The detailing and the gorgeous blue against the stainless steel provides a realistic feeling of looking at the blue of the sea. 

In his post, amanico highlighted the new feature where the cities on the dial do not rotate. You can read his analysis here:  www.watchprosite.com

This new feature was addressed and discussed at the launch party in which many were heard to have requested customized models in which certain city names would be swapped out for more personalized markings. 

Last words:

I believe that the success of this launch was not only seen in the design and innovation of the two models, but also in the method and presentation of the release. It is now too common for brands to shoot press releases through a simple email attachment losing the authenticity of the brand's excitement. Jaeger-LeCoultre not only brought together members of the New York watch scene but also unified two ends of the world with the simultaneous launch in Hong Kong. The introduction of these two new models has harmoniously brought the legacy of the brand into the modern age and struck the perfect balance between a traditional launch in a very progressive crowd.

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