2009 started as a very difficult year for luxury product
manufacturers. The economic crisis had broken the luxury market and
sales had suffered - especially in the watch market. Luxury brands
had to reaffirm their position by returning to their roots to
express their core values.
Jaeger-LeCoultre (JLC) needed to secure its core clientele and
reassert its authority and know-how on fine watch-making and share
its knowledge with the public at large.
JLC created an iPhone app that invited devotees of fine watches
and the public at large to discover the world of watch making from
the viewpoint of an apprentice. The Jaeger-LeCoultre application
provided rich, progressive and educational content relating to a
world traditionally only accessible to a small minority.
Classes enabled users to explore and practice the various stages
in building a watch, directly on their iPhone screen. Users could
assemble a chronograph mechanism, decorate and jewel a movement,
and gem-set a case. New watch classes were released every
fortnight. A comprehensive dictionary of horology explained
The brand also invited users to explore a collection of over 60
models, including eight interactive models. The application also
provided a function that located the closest Jaeger-LeCoultre
The Jaeger-LeCoultre iPhone application surpassed a 100,000
downloads worldwide in less than two months (the average within the
luxury industry stands at 10.000 downloads).