Master Grande Tradition Gyrotourbillon 3 inspiration video
All 12 watches have specific explanations that offer insight into the individual timepiece.
The physical collection will be presented at Masterpiece London this coming week June 26 through July 2. Jaeger-LeCoultre is the official partner of the Masterpiece Patron & Curator Program at the art fair.
Jaeger-LeCoultre will host Master Classes led by artists and watchmakers. These classes will demonstrate the skill behind the crafting of a watch.
Information about the digital museum and Masterpiece London can be found on the brand’s Facebook page.
Global interaction
Online exhibitions allow global consumers to interact with the brand and gain a deeper understanding of the products and history of the company.
For instance, France’s Cartier brought its Parisian exhibit at the Grand Palais to a global audience by revealing the displays that pay homage to the jeweler’s legacy in its digital magazine, Rouge Cartier No. 32.
Cartier’s “Le Style et l’Histoire” exhibit ran through Feb. 16 and spaned several decades of the jewelry’s heritage and artistic expression through fine jewelry. By expanding the exhibits’ reach beyond visitors to Paris through its digital magazine, Cartier may have stimulated in-store traffic (
see story).
Also, French fashion empire Chanel was pushing Culture Chanel, a new exhibition in Shanghai’s Museum of Contemporary Art, with a microsite dedicated to letting consumers explore, interact and learn about the brand’s history.
Culture Chanel featured the brand’s heritage and iconic Chanel products, where visitors could engage in crafts and games and fully immerse themselves in the brand’s world. However, the microsite did not connect users to social networking or have a way for users to share newfound Chanel facts (
see story).
A microsite can also promote brand aspiration.
"Jaeger-LeCoultre’s launch of the new collection as a virtual museum is a strategy to set the Hybris apart from its most renowned models, the Reverso and the Master," Ms. Terrisse said.
"It focused on the ultra complex artistry in design and mastery in the craftsmanship of the ultimate 'complications,'" she said.
Final TakeNancy Buckley, editorial assistant on Luxury Daily, New York
