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Watch building tutorial

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  • Jaeger LeCoultre Watch building iPhone application. Jaeger LeCoultre Thumbnail Jaeger LeCoultre
  • Jaeger LeCoultre Jaeger LeCoultre Thumbnail Jaeger LeCoultre

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 specialised terms.

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 retailer.

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).


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Jaeger LeCoultre
Brand Owner:
Luxury Goods
October 2009 - ongoing
Media Owner:
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