DIVERSITY & NOVELTIES: IS JAEGER LECOULTRE UP TO THIS EMERGING TASK ON LADIES SEGMENT?

It seems like Jaeger LeCoultre always finds a way to get to me, even if by its tradition, innovation or even their continuous search for new always of presenting history thru watches.

But today I bring you a topic that I surely have a lot more to study about.

Many say they are the most complicated and mysterious topic to talk about.

I’m talking about ladies, and it’s a fact that the “complicated” term goes well with watches and ladies.

This past few years it has been noticeable that ladies are getting more interested in watches, even if mostly prefer commercial “non-watchmaker” brands.

When talking about watches by gender it’s obligatory that we try see and understand each gender and their needs.

Mens tend to, as we know, care way more about watches (I’m talking about percentages, no discrimination here), and for me it’s quite simple to understand the primordial necessity that we face as men.

Less possibilities, more investment. (men)

We, men, have way less possibilities when it comes to accessories, most of us have only 3 accessories that are worth the investment, belts, watches and shoes.

Genders tend to have specific reasons and methodologies when buying this products, in our case we don’t need that much diversified offer, it’s much more probable that we, instead, buy a single product in each category shown above, but our buying objective is to buy and invest, to buy quality and to identify ourselves with brands personalities.

Aren’t we basic?

More possibilities, less investment? (womens)

Now, this is the part where it gets complicated, in a good way.

I see the woman/ladies segment group in haute horlogerie as an interesting challenge and opportunity.

Most ladies (and once again, without wanting to generalize genders) prefer diversity instead of one big investment, this doesn't mean that ladies prefer buying several crappy timepieces, not at all. Instead what I want to emphasize is that many prefer spending 100-500 dollars in a single timepiece, and this way being able to buy several more timepieces and by this having more diversity (to match outfits, occasions, events).

And we if look well to nowadays haute horlogerie marketing strategies we can notice that, surprisingly, multiple brands are now investing in this segment group by adapting to its gender needs and preferences.

A few noticeable adaptation to this segment:

More novelties directioned to ladies = diversity
better prices = more chances to this target to be able to have diversity
Clothes brands now using watchmaker calibers and mechanisms or investing in producing a more “professional” and well-crafted product.
Gender unification when it comes to timepieces = unisex models

The new Jaeger LeCoultre Rendez-Vous Sonatina

The 74th Venice International Film Festival is happening and once more Jaeger LeCoultre, as an official partner since 2012, released 3 novelties inspired on the cinema universe and its wonders.

“It’s an universal and general feel of surprise and astonishment.”

As usual since its creation, the Rendez-Vous model, has been strongly connected to the art that is Cinema and its romantic scenery.

This 3 new masterpieces from the Métiers Rares de la Grande Maison ultimately show the 3 phases of a love relation: Romance; Seduction; Love.

When it comes to watch complications and functions I end up being amazed despite the gender of the watch. It’s an universal and general feel of surprise and astonishment.

What leads me to say this is the functions featured on this 3 novelties.

A adjustable star that can indicate an event or occasion to be reminded-of with the help of a smooth hammering sound. (Sonnerie)
An un-usual day-night subdial that certainly adapts to the overall look and aesthetics of the watch.

Craftsmanship & dedication

The dedication and craftsmanship present on the more obvious features of these novelties can certainly surprise us by the amount of technic and perfectionism.

The dial is obviously the center part that gets us by our most surprising sense, our vision.

With an handmade guillochê dial made of mother of pearl covered by a thin layer of ink, these 3 new Rendez-Vous hold a much appreciated connection to art on its purest forms.

It’s also the first time that artisans from the Grand Maison paint a dial entirely by hand, that ultimately give these ,limited to 8 pieces for each theme, a “stronger” connection to their themes and end up to be way more appealing for the feminine gender.

With the usage of the engravement of diamonds, the watch completes its “poetic” personality.

A watch with a true passionate look and an almost peaceful message.