Jaeger-LeCoultre opened a brand new boutique in Los Angeles earlier this month.

The new space — which is still located on Rodeo Drive — has been relocated to a new address and is larger than the previous Beverly Hills boutique.

In January, Le Sentier-based Jaeger-LeCoultre opened a new Shanghai boutique that has a similar design language and that acts like the concept for any future boutiques or redesigns. Interestingly, the front facade is a nod to the company’s iconic Reverso dress watch that evokes an Art Deco theme.

Like the prior Los Angles store, and all existing boutiques, there’s a large assortment of wristwatches as well as Atmos clocks, along with showcases that present the brand’s heritage, including an interactive caliber that takes consumers through a virtual three-dimensional presentation of the most important calibers.

The Reverso, in particular, is often personalized with a caseback engraving or unique strap pairings, and there’s a new interactive “Strap Wall” that helps customers make custom choices for their watch.

At the back of the long, thin, rectangular-shaped space, is a more private VIP area.

 

Photos by Jaeger-LeCoultre.