Haute horlogerie: Watchmaking comes to Harrods

12 : 05 : 2013 Brand Experience : Atmos : Iconic Watches And Clocks

London – Customers can try out their watchmaking skills at luxury department store Harrods this month, with a series of master classes in partnership with Swiss horlogerie brand Jaeger-LeCoultre.

Harrods has joined forces with the brand for its 180th anniversary to launch the boutique workshop space within the store’s exhibition windows. Jaeger-LeCoultre has flown over its top craftsmen for the intimate one-to-one classes, which will cover four key skills: watchmaking, engraving, enamelling and gem-setting.

Alongside the live workshops, Jaeger-LeCoultre will also show a recreation of founder Antoine LeCoultre’s original studio from 1833 and several of its iconic watches and clocks for the month-long promotion. The exhibition will feature a wall dedicated to the 1,242 calibres in the Jaeger-LeCoultre archive and an exhibition of nine Atmos clocks, a key piece from the brand’s heritage collection that draws energy from atsmospheric variations. 

The partnership with Harrods enables Jaeger-LeCoultre to create a highly immersive, indulgent brand experience, and is a good example of our Show Your Working and Save Our Artisans microtrends.

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