How can Jaeger-LeCoultre be more competitive?
I will say this upfront; I am a Jaeger-LeCoultre fan, therefore I am biased.
I presume you would have heard how people describe Jaeger-LeCoultre as a brand, e.g. they are the "watchmaker's watchmaker", owing to the fact that they used to produce watch movements for some of the most prestigious brands such as Audemars Piguet, suggesting the quality of their movements to be at relatively high standards in order to be used by those brands.
With their rich history and the reputation, I sometimes feel that they are not getting the recognition that they deserve. I hate to always take Rolex as an example or as a reference, but I feel that the craftsmanship put into Jaeger-LeCoultre improve watches is not more inferior than Rolex. Rolex has a stellar marketing campaign and in my opinion have a much better ambassadorship than that of JLC's.
(I have nothing against Anya Taylor-Joy.)
That aside, I think another critical reason to Rolex ever-rising popularity is the relatively high resale value of most their watches. Well, let's be honest, who would happily see the value of their JLC watches drop by ~30% the moment you walk out of the shop (assuming it is bought from the boutique). With this in mind, Rolex is often considered the "more sensible" option. Of course, there are other respectable brands other than Jaeger-LeCoultre that you might think is in a similar position (deserve more recognition/underrated). What do you think would help JLC (or another brand you have in mind) as a brand to improve its competitiveness?
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Yeah like for most non watch people JLC is not really that known! Maybe some better refined marketing and not pushing their prices so high
since they raised their prices. nothing could make me buy one. Considering what you can get from omega and other great brands JLC pushed themselves into the next bracket in the hopes they can capture that less watches higher prices market segment. as far as popularity i think aside from the reverso they really lack another killer watch in their catalogue. yeah i know they have the polaris but it just doesn't do it for me and try as people might to say dress watches are coming back sports watches are in right now.
The simple question: do they need to be?
14th, decent turnover, decent number of units shifted, and part of the Richemont portfolio. The future of the brand will depend on what Richemont want to do with it. They purchased Minerva to give to Montblanc, and they’ve invested heavily in Cartier manufacture as their ébauches have been adopted as the base in some VC and Piaget calibres which allow some of the models those brands make to target different price categories.
Personal opinion, so take with a pinch of salt, but JLC were really lauded not for their watches (although there are excellent models in the history), but more for the ébauches and being the supplier of base calibres to the most prestigious brands, as you quite rightly imply. They have also had numerous owners; in the 1970s they were even owned by Favre Leuba. You could argue that they are constantly being passed around and tinkered with during the 20th century, but the love and respect is there. Personally, I think JLC are excellent watches on the whole, and the fact they are/were the basis for many of the Trinity watch calibres will always hold them in the highest regard… but given the choice I would always buy the Trinity watch in a straight shoot-out with a JLC, it wouldn’t be a fair fight. It’s not a slight, but being fuelled by Swiss propaganda from the 1970s, alongside a huge devotion of triangles, means that I would perpetuate a trope and feel dirty about it. Sorry, not sorry, and I am probably not the only person who would admit to this. Apparently this makes me unoriginal as well, but I’m being honest. I handled a blue-dialled Polaris recently and it was exquisite, but it is also a watch where you think that maybe there is another option you would prefer for the price? I could buy 2 VC vintages with JLC-based ébauches (speaking from experience)…
Depends on the segment they want to be competitive in.
If it's in the Rolex area, advertise, advertise, advertise. That's the real secret of the dominance of Rolex. They heavily sponsor nearly every event that people who can easily buy one of their watches will attend or view on TV.
JLC's products are top-notch. I'm not sure they can really do all that much there to be more competitive.
No, they need to start out-spending Rolex on sponsorships.
The reason Rolex has Federer & not Anna Taylor-Joy, is because they pay more for him to be the ambassador. True, him being a very accomplished athlete has something to do with the price he commands, but the reason he's Rolex ambassador & not JLC is because Rolex pays more.
I don't see a watch when I see Anya.
Anya taylor-joy can convince me to buy even a pagani
There's no way for JLC to be anywhere close to Rolex. Rolex has become a staple in pop culture and a must have if you are successful. AP, RM and Patek are also banking on the pop culture/Rich lifestyle. Me personally I would release a GADA watch aimed directly to compete with Tudor and Longines. For the first time Luxury buyer: You have Longines, Oris, Tudor, and JLC. I'm jumping straight to JLC. Trying to chase other people success is a recipe for failure in my books.
Jaeger LeCoultre is one of my favorites brands, the watch maker of the watch makers, unfortunately people won’t appreciate this brand.
One of my grail watches is the JLC Duometre stunning piece, here’s my favorite blue dial, mine JLC Polaris Memovox
This is another example of the saying that Rolex is a marketing company that also makes watches. This is nothing new; it's been the core of their business since the very beginning and they are not afraid to loudly make bold, if not entirely true, statements in a testament to their greatness.
JLC is a fantastic manufacturer but has multiple problems if you ask me. Some of them are recent unreasonable price increases, lack of proper marketing and most important besides reverso and somewhat polaris don't have mass appealing watch. Their dress watches are also great but currently that design is not widely prefered, people buy sport(ish) watches.
A movie collab, I suppose. JLC is very known in the watch community. But for a non-watch nerds, they gonna need some sort of marketing to notice the brand
I’m a big fan of JLC but the price increases over the last years has been really annoying. It has often been said that JLC punch way above their price. I’m not so sure that is valid anymore. The pre loved market doesn’t follow the new prices. I believe the ADs having a problem to circulate their inventory as well. I was offered 47% off on my Polaris, no questions asked. Still love them though, it’s awesome watches.
This guy has great JLC thoughts https://youtu.be/bKEXgac-ruI?si=qPHdycs0AY62qJn_
JLC is a fantastic manufacturer but has multiple problems if you ask me. Some of them are recent unreasonable price increases, lack of proper marketing and most important besides reverso and somewhat polaris don't have mass appealing watch. Their dress watches are also great but currently that design is not widely prefered, people buy sport(ish) watches.
100% Agreed Mare❗️
JLC prices are skyrocketing, I bought my Polaris Memovox Preowned because the list price was was over $20000 USD
The Reverso is great, but sports watches are what sell. They need an iconic bracelet-based sports watch model. I know the Reverso is historically a sports watch, but it isn't one today. And the Polaris just ain't it.
Rolex has been aggressively and at time dishonestly marketing for decades. They have ruthlessly pushed their watches into the public domain for at least half a century. Sometimes lucky but usually smart they have invested notably in campaigns and collaborations with big events as much as they can. Plus their watches are excellent with exceptional design and extremely robust movements.
JLC are a bunch of watch engineers who for a century made a ton of fancy movements for other watch companies then finally decided to throw their hats into the ring. They have some nice designs which arguably are a little polarising and not necessarily that recognisable. Further many of their watches aren’t especially practical. And they’re expensive.
99% of people who buy luxury watches buy for flexing. Showing off. A sign of success. Etc. and Rolex is by far the most recognisable brand. Jo public I suspect doesn’t give a toss if the anglage is shinier, the jewel count is higher or the rotor is smoother.
So for JLC to be competitive re market share they would need to change everything and fight for decades or longer Which will never happen
Your perspective seems pretty spot on to me. Can you share a little bit more about how Rolex has been marketing "dishonestly"?
I understand the point about luxury watches being a flex symbol. Why do you think brands other than Rolex have not been able to achieve that status, or give that flex image as well as Rolex do?
I don't see a watch when I see Anya.
Fair enough.
There's no way for JLC to be anywhere close to Rolex. Rolex has become a staple in pop culture and a must have if you are successful. AP, RM and Patek are also banking on the pop culture/Rich lifestyle. Me personally I would release a GADA watch aimed directly to compete with Tudor and Longines. For the first time Luxury buyer: You have Longines, Oris, Tudor, and JLC. I'm jumping straight to JLC. Trying to chase other people success is a recipe for failure in my books.
With the recent price hike, I'm not so sure if first time buyers would consider JLC to be in the same tier as Longines, Oris and Tudor.
Depends on the segment they want to be competitive in.
If it's in the Rolex area, advertise, advertise, advertise. That's the real secret of the dominance of Rolex. They heavily sponsor nearly every event that people who can easily buy one of their watches will attend or view on TV.
JLC's products are top-notch. I'm not sure they can really do all that much there to be more competitive.
No, they need to start out-spending Rolex on sponsorships.
The reason Rolex has Federer & not Anna Taylor-Joy, is because they pay more for him to be the ambassador. True, him being a very accomplished athlete has something to do with the price he commands, but the reason he's Rolex ambassador & not JLC is because Rolex pays more.
Makes sense. Marketing has definitely played a huge role in Rolex's success, but I am not sure if similar level of popularity as Rolex could be reached by JLC even if they match, or even outspend Rolex marketing budget.
Jaeger LeCoultre is one of my favorites brands, the watch maker of the watch makers, unfortunately people won’t appreciate this brand.
One of my grail watches is the JLC Duometre stunning piece, here’s my favorite blue dial, mine JLC Polaris Memovox
You're right - I feel that JLC deserve more appreciation. It's a shame for them to be at this position if it was due to their marketing campaign being not as effective as other brands'.
And by the way the Polaris Memovox would be my grail if the size could be reduced down to 40mm. The alarm function is one that I can see myself using in real life.
Your perspective seems pretty spot on to me. Can you share a little bit more about how Rolex has been marketing "dishonestly"?
I understand the point about luxury watches being a flex symbol. Why do you think brands other than Rolex have not been able to achieve that status, or give that flex image as well as Rolex do?
Dishonesty: they were the first to Everest. Nope
They were the first to make a dive watch. Nope. The first to be used by professional divers. Nope. Andrew Morgan formerly watchfinder has made some compelling videos on the subject.
Again branding and marketing. Other brands simply haven’t been as aggressive as Rolex in that domain. And remember they have been popular for a very long time and during that time they weren’t that expensive. So many people from previous generations could afford and enjoy one.
Plus their designs are superb in my opinion:
Daytona chrono is lovely
Datejust/op brilliant everyday wearers
Sub is THE dive watch
GMT is the holiday/travel watch
Explorer is THE tool watch
Sorry I’m no expert this is just opinion and I’m happy to be told I’m incorrect or wrong! I own a reverso and an explorer II so I’m a fan of both brands immensely.
Dishonesty: they were the first to Everest. Nope
They were the first to make a dive watch. Nope. The first to be used by professional divers. Nope. Andrew Morgan formerly watchfinder has made some compelling videos on the subject.
Again branding and marketing. Other brands simply haven’t been as aggressive as Rolex in that domain. And remember they have been popular for a very long time and during that time they weren’t that expensive. So many people from previous generations could afford and enjoy one.
Plus their designs are superb in my opinion:
Daytona chrono is lovely
Datejust/op brilliant everyday wearers
Sub is THE dive watch
GMT is the holiday/travel watch
Explorer is THE tool watch
Sorry I’m no expert this is just opinion and I’m happy to be told I’m incorrect or wrong! I own a reverso and an explorer II so I’m a fan of both brands immensely.
Ah the Everest. It was literally discussed on my previous post and I have completely forgotten about it already.
You might not be an expert but what you said makes pretty perfect sense to me.
Makes sense. Marketing has definitely played a huge role in Rolex's success, but I am not sure if similar level of popularity as Rolex could be reached by JLC even if they match, or even outspend Rolex marketing budget.
Rolex wasn't always top dog & they definitely didn't have the comparable quality they have today.
Maybe the angle could be to lean into positioning themselves as an "airplane mag semi-fashion" brand a la Bulgari, Panerai, TAG, Chanel, etc.
For a much more systematic & meticulous, This Watch, That Watch on youtube recently did a great video on this exact question
I've said it before but with JLC, you're either buying a Reverso or a white dialled dress watch. Sure the Polaris is cool, but not exactly a household name, even for the most avid watch enthusiast. I lament the lack of diversity and long for the days, where JLC made some fascinating pieces.
You're right - I feel that JLC deserve more appreciation. It's a shame for them to be at this position if it was due to their marketing campaign being not as effective as other brands'.
And by the way the Polaris Memovox would be my grail if the size could be reduced down to 40mm. The alarm function is one that I can see myself using in real life.
JLC need a evolution on the dress Watches, How I believable keeping the scent of JLC great complications but at the same time changing the look adding metal bracelets to this time pieces so they look more sporty, perhaps changing the cases a little bit and the dials need to be desirable to the costumes of the 21 century.
Price wise if they want to compete with brands like Omega, Rolex, IWC, Panerai etc they need to be conscience here’s a good example my Polaris I can’t by that watch new the retail price is almost $21000 USD I bought it Preown I saved a ton of money, here’s a problem for JLC the watches will go on the secondary market with incredible discount why because the watches won’t hold value
42mm for me a great size, i think the reason why is 42mm is the Alarm complication and the watch need to stick to the original design bases on super compressors watches and now is 300 meters with a exhibition cases but any how nice talking to you hers another JLC that I own 46mm Master Compressor Extreme World Alarm
I’m a big fan of JLC but the price increases over the last years has been really annoying. It has often been said that JLC punch way above their price. I’m not so sure that is valid anymore. The pre loved market doesn’t follow the new prices. I believe the ADs having a problem to circulate their inventory as well. I was offered 47% off on my Polaris, no questions asked. Still love them though, it’s awesome watches.
Yea for me it was indeed a rather steep price increase. Crazy to me how you got that level of discount for your Polaris. Oh well I suppose nobody would say no to discounts, but in any case as a JLC fan I hope they will be more cautious with their next "moves" (be it marketing or price adjustments) as I really don't want one of my favourite watch brands to become one that people start to enjoy ignoring.
1- Less watches production.
2- Price increase.
3- Promotion of their most important models, complications and their history.
Yea for me it was indeed a rather steep price increase. Crazy to me how you got that level of discount for your Polaris. Oh well I suppose nobody would say no to discounts, but in any case as a JLC fan I hope they will be more cautious with their next "moves" (be it marketing or price adjustments) as I really don't want one of my favourite watch brands to become one that people start to enjoy ignoring.
It was a crazy offer. I can see 3 possible reasons.
1) I’m a good customer
2) There is a new model presented in April
3) The AD have a hard time to cycle their inventory
My guess is that the reason is either 2) or 3)
With the recent price hike, I'm not so sure if first time buyers would consider JLC to be in the same tier as Longines, Oris and Tudor.
Just a pipe dream. I hope they do something fast or else they will end up like Breguet and Blancpain just fancy silverware you keep locked inside a cabinet for special guest.