For the first time ever, Jaeger-LeCoultre is opening a stand-alone boutique in Australia, which aims to offer greater access for their Australian enthusiasts than ever before. The brand is also quietly confident that the Australian market has reached a level of maturity that a complex and nuanced brand such as Jaeger-LeCoultre can capitalise on the growing wave of interest in luxury watches. In comparison to nearby markets in Asia, Australia has often previously fallen behind in sales; however, more recently, there has been a resurgence that has not gone unnoticed in Switzerland. With the brand opening their new Jaeger-LeCoultre Sydney boutique on Friday the 13th of December, they are also showing their level of commitment to the region as one that will increase in importance in the future. I spoke to Justin Devaux, the Jaeger-LeCoultre Country Manager of Australia and New Zealand, about the opening and he explained that the idea was to “immerse the customer in the brand universe”. Any genuine level of immersion is challenging in a multi-brand store, which is one of the reasons to create a stand-alone boutique, as well as that the “people working in the boutique would have a deeper training in the brand,…
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