Luxury class. Where time is a luxury

The reel lives led by Dev Patel’s and Freida Pinto’s characters, Jamal Malik and Latika, in 2009 Oscar-winning movie Slumdog Millionaire are a far cry from the affluent lives the supercouple leads in reality. This is typified by the fact that they both have been seen wearing – and possibly own – haut timepieces by Jaeger-LeCoultre, a brand synonymous with luxury.

According to Dinesh Aswani, the brand’s Country Manager, Jaeger-LeCoultre’s products combine high-technology manufacturing with superior craftsmanship in finishing and assembly. They represent an effective blend of “traditional design and technical innovation”. Apart from their technical and design finesse, for Ameer Chand (name changed), the son of a New Delhi-based businessman and owner of a Jaeger-LeCoultre timepiece, his wristwatch defines him: “confident and composed”.

Jaeger-LeCoultre was founded by Antoine LeCoultre in 1833 in Le Sentier, Switzerland.

Its products can be divided into three main lines: Reverso, Master and Atmos. The Reverso, first manufactured in 1931, is a wristwatch that focuses on clear lines and durability. The distinctive feature of the Reverso is its reversible case-back. This can be used as a canvas for engraving text, miniature art or setting precious stones, or to place the dial of a second watch. Master, first launched in 1992, with the Master Grande Taille, has since evolved into a line of its own. Atmos is a table clock, launched in 1933, and is called a clock driven by air, since it uses a mechanism based on changes in atmospheric pressure. The brand has the distinction of being one of the few watchmakers that produces its components at its own production sites at Le Sentier and Porrentruy in Switzerland, where approximately 900 people are employed.

Today, Switzerland, Germany and Italy are Jaeger-LeCoultre’s largest European markets. Asia too has become one of its principal markets in the recent years. However, the brand’s engagement with India dates as far back as 1931.

“During a trip to India, César de Trey, a distributor of Jaeger-LeCoultre watches, met some British army officers in colonial India, who were keen polo enthusiasts. They challenged their Swiss acquaintance to create a watch capable of withstanding the hard knocks sustained during the sport. Upon returning to Switzerland, De Trey spoke about this with Jacques-David LeCoultre and the Reverso watch was thus born. The watch enabled its wearer to swivel the case in its carrier to protect the dial’s glass,” says Aswani. “The Reverso went on to embody the Art Deco cultural movement, capturing the movement’s values: refinement, artistic craftsmanship, aesthetic clarity and a festive taste,” he adds.

In 1936, the Jaeger-LeCoultre Calibre 410, the Reverso with an enamel portrait of an Indian woman whose identity remains a mystery, was commissioned. Apart from these, 2013 saw the launch of the Rendez-Vous Bicolor, an India-exclusive piece.

Jaeger-LeCoultre timepieces are available at 11 points of sale across metropolitan cities in India. However, they are making inroads into Tier 3 and Tier 4 cities. Speaking about this trend Aswani says, “The concept and discernment for luxury is inbuilt in the Indian culture and psyche. This extends beyond the main metros. In fact, the smaller metros have a strong yearning for luxury and individuality, but somehow their brand awareness has been limited till now because of either the lack of presence of big brands or, if they are present, the lack of variety within the brand.” He adds: “With small targeted events, like the one we recently had in Kochi, we try and bring to the smaller metros the essence of Jaeger-LeCoultre: our expertise and legacy of more than 180 years, by giving them an opportunity to be able to get to know our extensive range of timepieces.” The timepieces range between ₹3.5 lakh and ₹13.6 crore.

In 2012, coinciding with the booming luxury Indian market, Jaeger-LeCoultre’s parent, the Richemont Group, set up its subsidiary, Richemont India Pvt Ltd.

“They are classic timepieces. My father gifted me one for my 20th birthday,” says business scion Chand.

“However, I feel the watch, design-wise, will appeal to me even after I’m 60,” he adds. “It’s luxury to last a lifetime, and beyond.”

Luxury Class tracks the evolution of the world’s leading luxury brands

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