Limited-Edition Watch Only Available In Six Chinese Cities
Following such recent China-only releases as the Chloé fifth anniversary handbag, the Anna Sui x JOYCE flash drive, the BMW M3 Tiger, and the Absolut “72变” bottle by artist Gao Yu, Swiss watchmaker Jaeger-LeCoultre is looking to Chinese culture for its limited-edition Enamel Lotus Master Minute Repeater. Reflecting the importance of consumer education and outreach in the cut-throat China luxury watch market, the limited release of the Lotus Enamel Master Minute Repeater coincides with Jaeger-LeCoultre’s traveling “Eternal Art Treasures” exhibition.
The exhibition, which kicked off last week at the Jaeger-LeCoultre flagship in Beijing with an event attended by celebrities like director Chen Kaige (Farewell My Concubine, The Promise) and actress Karen Mok, includes rare examples of Jaeger-LeCoultre clocks and watches from throughout the company’s 177-year history, and will ultimately make its way through six cities in China: Beijing, Shanghai, Harbin, Shenyang, Dalian and Taiyuan. As a part of the exhibition, the Enamel Lotus Master Minute Repeater watch will only be made available in these cities.
Although Jaeger-LeCoultre has created limited-edition watches that call on a country’s artistic heritage in the past — most notably its Reverso Portuguese Art collection of 2004 — it’ll remain to be seen whether potential buyers in China see the Enamel Lotus watch as a must-have or a case of pandering to the market. Either way, Jaeger-LeCoultre’s choice to enlist popular celebrities like Chen Kaige and Karen Mok for its inaugural exhibition in Beijing can’t hurt its chances.