Jaeger-LeCoultre recently opened a new boutique on LA?s glamorous Rodeo Drive, and took the chance to release a new Polaris in the process. This continues a trend we?ve seen in recent years of luxury brands going the boutique route over multi-brand stores. Our own Oren Hartov was on hand to experience the boutique opening, and even got a few words in with JLC CEO, Catherine Renier in the process to better understand the thinking behind a boutique like this, what it means for the brand, and why they chose the Polaris to mark the event. 

Read a transcript of Oren?s interview below, and don?t miss our coverage of the new Polaris right here.

The design of the store goes deep on JLC?s watchmaking prowess as well as customization options for straps and the Reverso. What was important for the brand to convey to its clientele ? especially prospective clientele ? via the store design"
We want the client to feel at home, to feel welcome. We want the watchmaking world of Jaeger-LeCoultre to be very open, and we want to share our knowledge, our know-how. We feel that part of our role is to share about watchmaking, so the door should be easy to open. As you walk in, you can learn first about the calibers, and understand the complexity of traditional watchmaking. Then, you can discover how a watch can be an object that will bring you personal style and definitely, emotion ? something that will last with you forever. 
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