I explain the 3 underlying issues watch maker Jaeger-LeCoultre has, that cause the world class horologist a serious problem!
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#1 Perceived Image
So for most people who take in interest in watches, JLC is is known as “the watchmakers watch maker ”. But being perceived as or having the image as being the watchmakers watch maker isnt only a blessing, it can also be a curse and here’s where we find the first issue: People always associate JLC with other brands or at least only with the calibers they make.
We do not talk about JLC for their watches and their designs but for their movements. And lets be real, you do not buy a watch just for its movement. There is so much more that goes into your decision making - especially nowadays where luxury watches are not for telling the time but more a form of self expression and a part of your identity.
And the evidence is right here in this watch: What keeps the Ultra Thin Small Seconds going is the JLC calibre 896/1, automatic movement with a 43h power reserve which also serves as the foundation for Audemars Piguet Alinghi Royal Oak Offshore.
Having an JLC based movement inside is pretty much always a big plus and for some might even be the tipping point on the scale to pull the trigger on a watch. But ironically, i have never heard someone say they bought a jaeger-LeCoultre solely because of its movement which leads us directly to the next point.
#2 Recognition Value
The reason why most can immediately come up with a couple of Rolex models but single to none JLC watches even though its a well known brand within the industry comes down to his:
JLC has - in my opinion- failed to establish itself as a manufacturer of original watches. So there is a problem with the design philosophy as a whole.
I know, they have the Reverso as their showcase but besides that, it gets really thin at the top of JLC. Perhaps some might also think of the Masters line but its difficult to come up with a specific model.
I think that point here is very obvious when you look at their product portfolio: What we can see here is a variety of watches that pretty much all feel the same.
They all look very dressy, very elegant and always a bit too fancy to be actually worn.
The Master Ultra Thin Small seconds is the perfect example here. The beautifully curved lugs slightly taper down to an elegant curve. The padded, black alligator strap works perfectly with the monochrome face of the watch.
Nothing on this dial comes off edgy. Nothing interrupts the perfect symmetry. It is basically the perfect desswatch for everybody.
But that's the problem: A watch for everybody is a watch for nobody.
So what do you get when combining a problematic perceived image and a low recognition value?
#3 Branding and/or Identity
JLC is perceived as an authentic and incredibly high-end horologist but its unique origin story and high status is whats paradoxically keeping JLC from claiming the mountaintop of watchmaking for itself.
There is a comment I’ve read under a video here on YouTube that talked about JLC which sums it up quite perfectly:
It said that JLC is "Patek quality for the price of Rolex".
It always comes down to explaining what JLC means by using other brands that make us feel something. You know who you are and what you feel when you wear a Patek or a Rolex ,regardless whether you personally think these personas are positive or negative by the way, but who are you when you wear a JLC?
We often see people talk very highly of Jaeger and by that you would think that we would also see a lot of people wearing them - but to be honest, even with people that i know who do own an impressive amount of watches, i rarely see a Jaeger within their collection.
So here we have it: Jaeger-LeCoultre is definitely not underrated. People constantly talk about how great JLC is and how they are up there with the big players like Patek.
But given the fact that they have yet to establish themselves as a manufacturer that can come up with original and recognizable designs they are faced with a serious problem in case supplying parts to other brands would no longer be necessary.
So, what do you think of JLC? Do you agree with my analysis? I am excited to read what you have to say so let me know what you think in the comments down below :-)!
Thank you so much for watching this video and again, I apologize to all French people for completely butchering the names :-D!!
- Jenni
