Credits: Article and images by Raman Kalra @ Quill & Pad. See the original article here - https://quillandpad.com/2023/11/10/jaeger-lecoultre-watches-why-are-they-not-more-popular/
Raman Kalra is the founder of The Watch Muse blog and has kindly agreed to share some of his articles with us here on Quill & Pad.
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There is only one way to introduce Jaeger-LeCoultre or JLC: it is the Watchmaker’s Watchmaker. It is a widely known term that even JLC themselves push and it defines the brand well.
Since its inception, JLC has over 430 patents registered and 1,300 calibers, having mastered high-horology complications such as minute-repeaters, the tourbillon, and celestial complications.
Jaeger-LeCoultre Reverso Tribute Duoface Calendar
At the same time, within their catalog, they have one of the most iconic watches – the Reverso. This does not mean they have not had other successes and some models like the Duomètre, I find, are works of art.
I am a big supporter of JLC.
There have been times when I have considered adding one to the collection. Not the Reverso, but the Geophysic back in 2015 and the Master Control sector dial from 2017. On paper, the brand is one of the best, yet it does not have the same broad popularity as others.
Names that would be considered their natural competition like Patek Philippe, Vacheron Constantin, and Audemars Piguet, also known as the Holy Trinity of watches, have surged in recent years. They are now all arguably well-recognized brands in broader society, whereas the love for JLC is reserved for true enthusiasts.
Morgan Stanley Watch Report 2017-2023
It is evident when considering market prices for these brands, as it shows JLC not experiencing the same price wave as others. Also, the Morgan Stanley Watch Report indicates JLC has dropped from 10th to 14th in Swiss watch brand rankings from 2017 to 2023 as defined by exports market share.
On the one hand, I find this not to be a problem. I like the fact that JLC is subtle and does not receive the same attention as others for no other reason than it keeps them available and prices in check. However, on the other hand, it does make you wonder why this is the case.
What is JLC doing, or not doing, that is preventing it from being in that conversation?
There are no hard answers to this question, but it is a topic that interests me, especially given my appreciation for JLC. My opinions are below, and I have separated them into different categories. Despite doing this, you will find they are all interlinked and there may be some overlap. Please share your thoughts and opinions in the comments!
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Credits: Article and images by Raman Kalra @ Quill & Pad. See the original article here - https://quillandpad.com/2023/11/10/jaeger-lecoultre-watches-why-are-they-not-more-popular/
