Jaeger-LeCoultre Watches: Why Are They Not More Popular?

Credits:  Article and images by Raman Kalra @ Quill & Pad.  See the original article here - https://quillandpad.com/2024/11/07/jaeger-lecoultre-watches-why-are-they-not-more-popular-2/

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The Digital Age

The first, and most obvious reason JLC has not gained as much attention as other watch brands is due to the rise of the digital age.

I have spoken about this extensively in previous articles, but the exponential rise in watch interest comes from a combination of social media and access to information.

Jaeger-LeCoultre Duomètre

Many now have access to more information than ever before through channels like YouTube. Watch launches are no longer just for the mainstream press, they are for the masses.

Information is no longer reserved for niche watch blogs and magazines but is easily covered and found online. This has helped the tide rise for all brands and the industry as a whole.

However, combining this with social media is where it gets more targeted on specific brands and references. Platforms like Instagram have led to watch “influencers” and coverage of certain watches more than others.

At the same time, watches are now more widely accepted as a social status symbol, leading to an increase in demand.

Finally, combined with the cryptocurrency boom and low-interest rate environment of prior years, there was more attention on watches as an asset class, bringing in further demand. 

This combination of events resulted in a surge in demand for certain brands and watches, particularly in the sports watch category. This can be attributed to the versatility of sports watches that can be worn in various settings.

Work environments, even prior to Covid-19, were becoming more casual so there was no specific need for a dress watch.

Original Audemars Piguet Royal Oak from 1972

However, even within the sports watch category, the demand was not evenly distributed, with models featuring integrated bracelets like the Royal Oak and the Nautilus being the most popular.

This trend favored brands such as Audemars Piguet, Patek Philippe, and Vacheron Constantin, which offer similar designs like the Overseas.

Jaeger-LeCoultre Polaris Date

JLC goes against the wave we have experienced as they focus on more delicate, intricate dress watches. They did not have a sports model to benefit from, and even though they created the Polaris, it did not necessarily follow the typical style that everyone was after.

Despite being a great watch, it is a newer model and did not have that instant appeal.

What I do admire about JLC is they have stuck to their philosophy, but from this perspective, it is evident as to why they do not have the same popularity as others. 

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Credits:  Article and images by Raman Kalra @ Quill & Pad.  See the original article here - https://quillandpad.com/2024/11/07/jaeger-lecoultre-watches-why-are-they-not-more-popular-2/