CANNES, May 25, 2009 / FW/ — Opening a new store is always a milestone and when you do it during the Cannes Film Festival, the red carpet reception turns into a paparazzi mayhem.
Swiss watchmaker Jaeger-LeCoultre inaugurated its third boutique in France with the opening of its Cannes location last week. This is also the 28th Jaeger-LeCoultre location worldwide.
Between the red carpet ceremonies before the daily screenings of the films competing for a set of awards including the prestigious Palme d’Or, the 62nd edition of the Cannes International Film Festival witnessed the unveiling of a new Jaeger-LeCoultre “embassy”.
The official opening was presided over by the elegant Jaeger-LeCoultre muse, Diane Kruger, the Deputy Mayor of Cannes, Bernard Brochard, and Jaeger-LeCoultre CEo Jérôme Lambert.
The new Jaeger-LeCoultre Boutique, run by the Julian family which has been partnering Jaeger-LeCoultre for many years, enables both locals and visitors to discover, or renew their acquaintance with, the reference watch brand endowed with a taste for challenges and creativity matched only by a passionate dedication to its art.
The collections are presented within an interior design with a display concept reflecting the Art Deco spirit and playing on symmetry, geometry and pure lines. Subtly graded shades of ochre are associated with authentic materials such as leather, American walnut wood, steel and slate. This magnificent setting echoes the calm and serenity of the Vallée de Joux, the enduring source of inspiration for the “artisans of time”.
Diane Kruger, the Jaeger-LeCoultre muse since 2007, embodies the epitome of elegance and glamour in each of her public appearances. Currently featured in the latest Quentin Tarantino film, Inglorious Bastards, and in Lascars by Vincent Cassel, Diane Kruger took the opportunity of her stay on La Croisette to inaugurate this new Jaeger-LeCoultre Boutique and to admire the new release from the Manufacture. For this auspicious occasion, she wore a Reverso Squadra Lady fully set.
A major player in watchmaking since 1833, Jaeger-LeCoultre was the very first watchmaker to be established in the Vallée de Joux. By bringing together under one roof the full range of technical and artistic professions involved in horology, it played a pioneering role and helped forge the development of the watch industry in the region.
Over 1,000 master-watchmakers, engineers and technicians, guided by time-honoured know-how and a perpetual quest for technical improvements, create each watch with the same passionate dedication.
Heir to over 175 years of expertise, each timepiece calls for the skills of 40 different professions while benefiting from state-of-the-art technologies and crafted in harmony with the traditions of the Vallée de Joux.
Enriched by this amazing heritage, encompassing over 1,000 different calibres and more than 300 patented inventions, Jaeger-LeCoultre remains the reference brand in the field of fine watchmaking.