The watchmaker of watchmakers

To be fair, JLC has and is always known for being the watchmaker of watchmaker among the collectors, since they have been (and still) supplying calibres and components to all the big Swiss brands AP, PP, VC and many more.

We gotta admit, their watches are amazing but underappreciated especially with non-enthusiasts, mainly because their marketing team sucks (I think). I believe they are trying to reach out more than collectors with this ad. I visited JLC factory few months ago, they also said that they are known (among the collectors) for being the Watchmakers' Watchmaker. So I guess they are going that direction now. It's kinda cheesy yeah I agree with you. haha.

I only own 1 JLC, but want more :)

what do you think of JLC's new marketing message - "The watchmaker of watchmakers" ???

They've been known by this moniker for as long as I can remember. Perhaps only now they've started to use it for marketing purposes.

I'm a huge fan of the brand and recently I've spent some quality time in their Geneva boutique, where I had the opportunity to try almost a dozen of their watches - I totally move the Reverso, Master Ultra Thin and their Master Control collections. Top notch quality and amazingly decorated movements - probably some of the best that you can find under $10k (for the entry level models). That being said, their prices shot up spectacularly in recent years and given the crowded price segment in which they operate I haven't been able to convince myself to get something from them. That would probably be my top pick https://www.jaeger-lecoultre.com/ww-en/watches/master-control/master-control-calendar-stainless-steel-q4148480

It’s cheesy, but not wholly unexpected in today’s cutthroat marketing world, and you can’t blame them for taking advantage of a reputation they’ve built since the mid-1800s. Richemont Group wants to give JLC as much exposure as possible and to get them into the conversation, because for all of their brand cache, they remain underrated and left out of the conversation all too often. Meanwhile, they produced the movements for all three of the “holy trinity” watchmakers when they got too lazy/cheap to do the design work themselves. JLC is a marvel of vertical integration that has withstood the test of time.

Your preferred piece didn’t exist when I bought my Master Control in 2011. If it had, I’d have probably gone for it over the basic model.

If their marketing team is trying to make the brand seem cool, they might want to consider someone- maybe - more contemporary than Lenny Kravitz…great watches though - the reverso is an icon. My pick would probably be the blue master ultra thin moon.

I think that’s why Lenny Kravitz is on the ad. They want to be cool, but not necessarily for the 20 year olds. They want to be cool to the folks who are already established and have money, which means people who’d actually think Lenny Kravitz is cool.

I guess it sounds better than "in the supply chain".

They've probably earned it but I don't think the general public will get it.

Unless I'm mistaken it has been their nickname from pretty early in their history because they used to provide movements for a fair amount of other brands... So nothing new, and most importantly they didn't come up with that formulation themselves, they are just using what their reputation inspired in others!

JLC have about 1200 calibres in their portfolio. If someone can say they make in-house movements, then they are certainly entitled. Lenny Kravitz: especially the Reverso is not your average watch. It has quite a unique personality.

Advertising luxury items is pretty wanky across the board. I piss myself laughing at the YSL advert with Dua Lipa where the name of the perfume is in flames and she's screaming, then she looks down the barrel of the camera and declares with all seriousness, "Freedom doesn't wait!" Like, what does that even mean?! LOL.

I'm sure there are people who buy into it though and every time they spray that stuff on, they're thinking of flames and marching around and making bold declarations that don't make sense as if it's the most bitchin' thing in the world. The rest of us though, just laugh. I mean, what else can you do? It's ridiculous stuff.

And similarly with this JLC advert, sure, they've got Lenny playing some instruments, and the weird-looking actress from some recent films and it's meant to be meaningful, but again, I just look at it and kind of laugh. To me, this has nothing to do with the watches. This is just the wet dream of an advertising exec, spending loads of cash and thinking they made something 'really cool'. But yeah... it's just wank to me. Pure wank.

They get called that by a lot of content creators , hey anyway they can get customers with brand ambassadors like Lenny is a win . It’s not like they haven’t at certain points in history supplied movements to some heavy hitting companies in the biz we don’t need to name them :)

So far their best marketing was with "Doctor Strange" https://www.prestigetime.com/blog/the-doctor-strange-watch-jaeger-lecoultre-master-ultra-thin-perpetual.html :-)

It’s cheesy…don’t give yourself a nickname or even put it out it public. Stay humble. It’s enough to know others already recognize you for your accomplishments.

It’s like when certain players in sports refer to themselves as “THE Goat”. Cringe.

JLC have been known as the watchmakers watchmaker for years, it's because they supplied movements to the likes of Patek Philippe for example

I think it makes sense as a slogan. Justified by their history and already in circulation.

Sadly I don't have any JLC watches though I'm fond of this clock which is currently awaiting service.

JLC stands behind their products with after sales service. Try getting a 63 year old watch serviced just about anywhere else, at JLC they can do it.

Nothing to add except I had the pleasure of meeting Lenny Kravitz and he was a super cool guy. Oh and I love JLC but don't own one.

That’s what they’re known for amongst the industry and enthusiasts, why not make it their marketing tagline? I think both it and the new ad are perfect.

I love JLC.. I don't own any JLC.. but maybe one day ❤️

As said, not new

I bought it secondhand from a small town jeweler's store. It's from the 1960s Marina series and made of lucite (acrylic) and gilt brass. It was the bottom of the range and is powered by what's essentially an oversized pocket watch movement. There are fancier ones with baguette-shaped and atmos movements.

Oh, so they ditched Cumberbatch? To be fair, JLC belongs alongside Patek Phillipe, Vacheron Constantine and Audemars Piguet. That Reverso Tribute is fire. Excellent clock makers as well. The Atmos is an example of great engineering.

Incredible watches that have earned the name. Lots of two barrel full blast for the ad in this thread. I think it is cool and the watches are in the same class as "Patek Phillipe, Vacheron Constantine and Audemars Piguet " as @hasenfeffer shared. Can anyone on this thread create a better ad that conveys what the brand is? When was the last time you heard anyone pronounce the name correctly in English? LOL It's always so easy to put any creative work on blast. This is so true of the watch snob culture. JLC is the watchmakers watch for sure.

Haha. I've taken pains to learn the correct pronunciation, only because of the esteem I have for them. Honestly, I put the greats in this order (my order). Forgive this potential sacrilege.

1. Patek Phillipe

2. JLC

3. Vacheron Constantine

4. Audemars Piguet

JLC could use great marketing, but their quality speaks volumes. But what do I know? I rate Cartier above Rolex. 😀

I admit that it is very hard to advertise luxury watches, but there is nothing about this that makes the brand more appealing to me and several negatives. The tagline is rather silly, however once-true it was. More importantly, Larry David or Robert Van Winkle or some Liam Gallagher or possibly the lady working the local fast food counter would be more appealing than Lenny Kravitz and whoever she was. He was a joke and a has-been last century. And I have to tiptoe around this, but we know at least one reason he was chosen.

So sad to see JLC marketing department achieved yet another flop. It is honouring if others give you that label ( and is well deserved ) but to brag with it as brand tagline/slogan tells me how amateur this department is. If their watchmakers were on same level we would have another Invicta ( sorry Invicta fans ). Not even going to comment about using Lenny and the girl

This thread hurts my head. JLC ebauches have, and continue to, form the base of movements used in PP, VC, AP… that is not exactly new information. Cheesy? Maybe… True? Absolutely... JLC always made movements for others and arguably concentrated their efforts on that rather than their own brand. That’s not to say they have not produced some memorable watches over the years, but when your movements are the canvas for the Trinity, you can say what the hell you like, and pay whoever you want to do that.

To me the watchmaker of watchmakers are Jean Marc Wiederrecht and Andreas Strehler 🥰

Using Lenny sums it up. Yesterdays star in a meaningless add. Like trying to be the cool rebelious kid without takling any chances.

This thread has so much to unpack…