The JLC factor... They know, you know.
On a few different occasions, at various ADs around the world, I've found that dropping a mention of JLC has resulted in a noticeably better watch shopping experience. Though not a particularly revolutionary theory, I would welcome some reinforcement or disproval of this hypothesis. My assumption is that JLC is truly an "if you know, you know" brand, attracting the interest of only the dedicated horophile. Subsequently, I believe, ADs treat you better, because you are an obviously better potential customer than the regular Joe..
Rolex is clearly an extremely well known luxury brand and for decades, owning a Rolex has been something even non-watch enthusiasts aspire to. If an AD rep sees you hanging round the Rolex display, the assumption is you're just killing time whilst the Mrs is buying underwear, and they hope you don't leave a greasy forehead mark on the glass again..
To a lesser, but still significant extent, we also see higher price point luxury brands (Patek, AP, Hublot) being picked up by wealthy, but not necessarily enthusiast clients. Where Rolex is a little too basic and exclusivity is assured by the price-point. If you walk into an AD and head straight to the Hublot stand, the least experienced Sales Associated will try to sell you a Big Bang and free battery replacements for life...
Perhaps it's because the Cartier Tank comes with a browse of other less watchy, shiny things, which means the Reverso doesn't get a look in. Or perhaps it's because the name can be intimidating to say for all but the francophones among us. But regardless of the reason, "Jaeger LeCoultre" is always under the radar, and like a magic spell from Harry Potter - by confidently mouthing those tricky Swiss words and with a quick flick of the wrist; you're instantly welcomed into the club, offered a seat and a sparkling water, a nice chat ensues followed by a warm handshake and a business card..
Has this ever happened to you? Are there any other easter egg brands like this?
Enjoys; wild places, small details, engineering and design.
Interesting. The only JLC AD I walked into, the staff all acted like they were better than everyone else. Maybe they truly believe they are the ‘real’ watchmakers.
I find talking Zenith, especially their movements let’s the AD know that you’re into this stuff. Same with mentioning GS range of movements.
At vintage dealers I find it useful to mention some of the lesser known but innovative or quality brands as a way of telling whether they really know their stuff and also what they're like to deal with. Are they curious to expand their expertise even just by chatting to a random customer or are they defensive?
Eterna (of ball bearing oscillating weight fame), Moeris (first user of an antimagnetic alloy, Invar) and, until recently, Universal Genève and Nivada Grenchen.
In the US Elgin and Waltham for pocket watches and 30s-50s Art Deco wristwatches.
In the UK Garrard, Smiths and JW Benson for pocket and dress watches.
A conversation about the relative merits of Rolex, Omega and Longines over the decades can also be illuminating.
Or asking who developed the first automatic movement or the first waterproof watch? Questions to which there are several possible right answers and many wrong ones, e.g. "Rolex".
Usually I'm disappointed by said dealers.
I find telling the sales staff your just looking for a temporary watch to tide you over until your mate Rodger (Smith) finishes the bespoke piece unique he's making for you so you want to keep it under £50'000 causes some confusion.
Interesting. The only JLC AD I walked into, the staff all acted like they were better than everyone else. Maybe they truly believe they are the ‘real’ watchmakers.
I find talking Zenith, especially their movements let’s the AD know that you’re into this stuff. Same with mentioning GS range of movements.
If I were a JLC rep, I'd be welcoming each and every customer with open arms!
I've had ok experiences with JLC boutiques. I am aware you're entire experience hinges on the first two minutes with the Sales Rep.
I find telling the sales staff your just looking for a temporary watch to tide you over until your mate Rodger (Smith) finishes the bespoke piece unique he's making for you so you want to keep it under £50'000 causes some confusion.
lol
You and I clearly move in different circles.. :P
Hmmm, I would agree and disagree. If you go to an AD that sells multiple brands, and you ask for a JLC, they will likely think you’re an enthusiast and will def chat it up with you (in my experience). On the flip side, the commission on a JLC is higher than say a Rolex, so yes, they will eagerly chat it up with you to sell you a JLC.
JLC has been hit or miss for me. I've only had one bad GS and IWC experience. To date, my most memorable AD interaction was at IWC.
I don't know, based on the brands you mentioned and what I like/own, I must not be an enthusiast...so I guess I couldn't really say.
Maybe it’s just me but is JLC so unknown that someone would perk up if you dropped the name? I think it’s more about the $$$ with the ADs.
Disclaimer: I am a fan of the brand and can see myself owning one in the future so please don’t get offended as I think the watches are exceptional and expensive but not rare.
I’m going on a rant. Many moons ago I worked in the watch, Diamond, and luxury jewelry trade - industry.
I agree with you to an extent about sales people tailoring service based on what I’m wearing, but for the most part they are all so uneducated or the opposite could care less about the watch I’m wearing. I’ll give them a pass bc if in a multi brand store or jewelry store they must know a little about a lot kind of thing and many brands and products.
I’d say I’ve only had a few people notice my IWC, JLC or GS etc…. Now if I have one of Rolex pieces on especially the DJ on President, they ar instantly engaged. I think they believe it is an open check book. I’ve gotten less favorable deals on it than when wearing my Reverso or a watch like my Norqain or Hamilton.
Regardless my rant is I’m so damn tired of trying to buy a watch and being given time and information to do so. These are my hard earned dollars and at times we are talking thousands and or tens of thousands of dollars. My AD rarely has the pieces I want to see (not just talking Rolex, talking Omega, IWC, mid level bread and butter), but more so almost always has appointments that I ah e to book weeks out and maybe get 15-30mins at best and then they are sorry they have another appointment. How can you have so many damn appointments with nothing to sell?
Yes, be it I’m spending a couple of hundred dollars on a piece or thousands I should be extended the opportunity to try on different pieces, spend time going back and forth, able to explore all options and not be confined to a window and basing a decision off non existent pieces.
This rant extends more so into the industry and just not one of the few ADs locally and outside of my city.
Is there a larger industry problem of AD experiences. At this time I feel like they are driving me to go pre owned. It’s like the AD does T have the time or product and is full retail or more at times or on certain pieces. I can go pre owned, get a better deal at least (a few watches or brands withholding). Or maybe I’m coming around to boutique exclusive purchasing. Two of my last four larger to me purchases were done at a boutique with no discount. They were a good experience, had what I wanted to look at available and the price was the price, I took my time and even multiple times and actually text with some of the sales people now after the fact.
In general I would say it mostly depends on the SA. F.i. I had multiple great and long chats upon interest/purchase with "lesser known" brands on my wrist like UN or vintage pieces as they were more into watches/knowledgeable and immediately see you are "in the know".
But unfortunately more oftenly it happened that SA didn't have a clue what I was wearing and even more sadly what they were selling.
Maybe it’s just me but is JLC so unknown that someone would perk up if you dropped the name? I think it’s more about the $$$ with the ADs.
Disclaimer: I am a fan of the brand and can see myself owning one in the future so please don’t get offended as I think the watches are exceptional and expensive but not rare.
I think you're right about the $$$.
And I think it's the combination of JLC being less mainstream, but still punchy in the rrp dept which makes it an intriguing brand. Mentioning JLC or owning JLC is an indicator that you have some cash to spend, it's unlikely that you ONLY own a JLC and not other pieces...
JLC has been hit or miss for me. I've only had one bad GS and IWC experience. To date, my most memorable AD interaction was at IWC.
I also had a fantastic time at the IWC boutique in London. I think they're really pushing their Customer Experience in the right direction - with AD watchmaking demos etc. I will own another IWC purely because of their great customer orientation.
I don't know, based on the brands you mentioned and what I like/own, I must not be an enthusiast...so I guess I couldn't really say.
That's certainly not the direction I was going - if you're not going into these luxury ADs regularly, you are probably spared some of the shockingly poor experiences. With the right SA, you could have a great time talking about Fears, or CW, or Studio Underd0g. But the combination of JLC being low-key, yet also punchy RRP makes them quite unique - they ARE there in floating around AD displays, but it's not a brand you might immediately gravitate towards if you weren't somewhat in the know.
In general I would say it mostly depends on the SA. F.i. I had multiple great and long chats upon interest/purchase with "lesser known" brands on my wrist like UN or vintage pieces as they were more into watches/knowledgeable and immediately see you are "in the know".
But unfortunately more oftenly it happened that SA didn't have a clue what I was wearing and even more sadly what they were selling.
That would be more of my frustration, I don’t care if you k ow what watch I’m wearing, but goodness please know about the product I’m inquiring that you claim to represent. You do t have to know the specs like me (in a watch nerd, nobody else should know what I know,ha). At least know the basic models and maybe rough sizing or if I ask of you have a watch you do t stare at me like I have snakes coming out of me and say now what is that.
I also had a fantastic time at the IWC boutique in London. I think they're really pushing their Customer Experience in the right direction - with AD watchmaking demos etc. I will own another IWC purely because of their great customer orientation.
Funny you should mention, IWC for me too was one of the boutique experiences I was referring to. I’d go back in a heartbeat to purchase a second. This was in NYC and I live in Florida. Actually all three boutiques I visited in NYC I’d honestly say I’d make the flight up and back for a day just to experience if it was a larger purchase, that’s how great the experience was.
That would be more of my frustration, I don’t care if you k ow what watch I’m wearing, but goodness please know about the product I’m inquiring that you claim to represent. You do t have to know the specs like me (in a watch nerd, nobody else should know what I know,ha). At least know the basic models and maybe rough sizing or if I ask of you have a watch you do t stare at me like I have snakes coming out of me and say now what is that.
I fully agree, lack of knowledge kills my interrest fast and it happens more oftenly than we would like. If they sell only one watch brand then they should know as much as we do, it is their business to know those 15 models they offer in details. For multiple brand store I expect at least basic knowledge in general and a bit more on few brands.
I fully agree, lack of knowledge kills my interrest fast and it happens more oftenly than we would like. If they sell only one watch brand then they should know as much as we do, it is their business to know those 15 models they offer in details. For multiple brand store I expect at least basic knowledge in general and a bit more on few brands.
What kills me os we all go on these rants and have been having these discussions for years and yet, here we are having the same topic discussed and nothing has changed for the better, maybe even gotten worse. I want to be positive and I repetitively try to give my local AD business, but it’s exhausting and kind of takes the wind out of my sails on what should to me but an exciting journey and acquisition.
I find telling the sales staff your just looking for a temporary watch to tide you over until your mate Rodger (Smith) finishes the bespoke piece unique he's making for you so you want to keep it under £50'000 causes some confusion.
Brilliant
I don’t think I’ve ever had a good experience in any watch shop if I am looking at rolices.
But generally the sales assistants seem to respond best to me if
I am wearing an expensive watch
I know what I want to look at
I have a comprehensive knowledge of what I’m looking at
I am confident and utterly don’t give a shit/feel intimidated
I am clearly enjoying myself
A lot of the time these guys enjoy watches too and they can have fun with someone who isn’t after yet another bloody Rolex
"Greasy forehead marks" LMAO you killed me