Jaeger-LeCoultre stylish fusion: Celebrating CNY with tradition and modernity

    The luxury watch brand released a short film featuring Jaeger-LeCoultre global ambassador Jackson Yee to mark Chinese New Year.
    Photo: Jaeger-LeCoultre
    Jing DailyAuthor
      Published   in Hard Luxury

    Jaeger-LeCoultre earlier this month unveiled a short film featuring global ambassador Jackson Yee in celebration of Chinese New Year.

    The watchmaker brand under the Richemont Group showcases the Master Ultra Thin Tourbillon Moon model in the movie, titled The Best Is Yet to Come, Right on Time, which presents a narrative that delves into nostalgia and anticipates an expansive future.

    With the Year of the Dragon fast approaching, luxury brands are initiating their annual marketing campaigns in the Chinese market. For Jaeger-LeCoultre, Chinese New Year serves as an opportunity to fortify its localized brand communication strategy from a domestic perspective.

    This approach aligns with the festival’s profound significance in Chinese culture and the theme of transitioning from the old to the new.

    In our latest partnership feature, Jing Daily explores the nuanced marketing strategy of Jaeger Le-Coultre in the Chinese market, using the Chinese New Year short film as a lens onto the value the brand has accumulated over its nearly 200-year history.

    “The Best Is Yet to Come, Right on Time” Chinese New Year campaign. Photo: Jaeger-LeCoultre
    “The Best Is Yet to Come, Right on Time” Chinese New Year campaign. Photo: Jaeger-LeCoultre

    Rediscovering time through a modern lens#

    As the new year’s dawn bathes the winter landscape in light, the past year’s achievements are tallied. The Best Is Yet to Come, Right on Time focuses on the accomplishments of Chinese actor and Jaeger-LeCoultre global ambassador Jackson Yee over the past year. The topic resonates with contemporary individuals as they pursue their personal endeavors and aligns with their values.

    “Every New Year invites us to pause and reflect on what we have achieved, to realize how much more we are capable of, and to set our intentions for what we can create in the coming year,” says Yee in the film. “That moment becomes our guiding star as we step into the future and, for me, it provides powerful inspiration as I continue to grow, both professionally and personally.”

    As the film’s title suggests, persistent effort will eventually yield a bountiful harvest. This boundless enthusiasm for the future resonates with Jaeger-LeCoultre’s manifesto that excellence does not happen by chance, that it is a triumph crafted over time, born from unwavering dedication and the relentless pursuit of perfection.

    The Jaeger-LeCoultre Master Ultra Thin Tourbillon Moon watch. Photo: Jaeger-LeCoultre
    The Jaeger-LeCoultre Master Ultra Thin Tourbillon Moon watch. Photo: Jaeger-LeCoultre

    Through Yee, Jaeger-LeCoultre engages in a meaningful dialogue with Chinese consumers, assuming the role of both a storyteller and a listener.

    Earlier this year, Jaeger-LeCoultre collaborated with Yee and the Chinese edition of T magazine to launch an online literary special event. Authors were invited to write a story on their “rediscovery of time” under the theme of “the best is yet to come.” Led by the global ambassador, Jaeger-LeCoultre listens to contemporary social trends, which constitutes a vital part of its localized marketing strategy and culturally resonates with Chinese audiences.

    Chinese tradition via Swiss craftsmanship#

    Yee’s turn in The Best Is Yet to Come, Right on Time comprises a dialogue with contemporary audiences, and the “Reverso Tribute Enamel Dragon” watch and the Chinese New Year gift box are Jaeger-LeCoultre’s homage to traditional Chinese culture.

    To welcome the Year of the Dragon, Jaeger-LeCoultre introduced the “Reverso Tribute Enamel Dragon,” a dragon-themed reversible enamel watch.

    Jaeger-LeCoultre took inspiration from traditional Chinese ink rubbing art to create the Spring Festival gift box. By using the same dragon pattern as the zodiac watch on the backboard, consumers can experience Chinese traditional craftsmanship while appreciating the beauty of Jaeger-LeCoultre’s Grand Feu enamel and engraving craftsmanship. The creative background of Chinese rubbings and enamel reliefs, including a dragon surrounded by auspicious clouds, forms a connection between Jaeger-LeCoultre and traditional Chinese culture.

    Jaeger-LeCoultre “Reverso Tribute Enamel Dragon” watch. Photo: Jaeger-LeCoultre
    Jaeger-LeCoultre “Reverso Tribute Enamel Dragon” watch. Photo: Jaeger-LeCoultre

    Amid the clamor of Year of the Dragon marketing on social media platforms, Jaeger-LeCoultre opted to spotlight ink rubbing, intertwining Chinese traditions with contemporary elements. This choice reflects the brand’s profound understanding of and empathy for local Chinese culture.

    A new chapter in China#

    In recent years, Jaeger-LeCoultre, celebrated as the “the watchmaker of watchmakers,” has made significant strides in the Chinese market.

    In 2022, the brand opened a flagship store at Shanghai’s K11 Art Mall, marking the debut of the Atelier d’Antoine outside Switzerland. The watchmaker invites visitors to discover the most refined expression of Jaeger-LeCoultre’s know-how. In June of last year, during the Shanghai International Film Festival, Jaeger-LeCoultre collaborated with British musician Tøkio M¥ers to premiere The Reverso Musical Show.

    Jaeger-LeCoultre’s The Reverso Musical Show in Shanghai. Photo: Jaeger-LeCoultre
    Jaeger-LeCoultre’s The Reverso Musical Show in Shanghai. Photo: Jaeger-LeCoultre

    Since 2019, especially during the Chinese Valentine’s Day, Jaeger-LeCoultre has regularly invited its global ambassador, Ni Ni, to perform themed stories. She also unveiled the new Rendez-Vous Moon collection.

    Jaeger-LeCoultre is implementing its localized brand strategy across every aspect of its enterprise, from product design to marketing strategies and channel expansion.

    According to the latest data from the Federation of the Swiss Watch Industry, Swiss watch exports to mainland China declined 3.7 percent month on month to $235.6 million (CHF 204 million) in November last year. However, when combined with exports to Hong Kong, the market still ranks as the most significant one for Swiss watch imports globally. This shows that China has become the driving force behind the luxury watch market’s development.

    Thanks to its early preparations, Jaeger-LeCoultre is well-positioned to tell the story of time in the Chinese luxury watch market through its localized strategy.

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