It’s becoming a big thing: releasing new campaigns for the new year. Thus far we are witnessing several brands with almost-ready-to-break news. But Jaeger-LeCoultre has come out of the old year and into the new with a hot new look. The brand has teamed with Chinese actor and singer Jackson Yee (Yi Yang Quian Xi) as its newest global brand ambassador and as the star of its newest campaign: Moments Made of Gold.
True to its name, the campaign focuses on celebrating moments in life that are not only charged with positive energy, but also create long-lasting memories. The campaign boasts a minimal background – with rich dramatic colors of red and gold … the same colors that stand for happiness and wealth in Chinese tradition. The campaign features a large sculpture in golden hues that is inspired by the Art Deco inspired alphabet that Alex Trochut recently created for the brand.
The focus is on Trochut’s letter M with geometrical ribbed cylinders coming together to complete the life-size sculpture – against which Jackson Lee stands in one campaign ad. The “M” stands for Moments Made of Gold and is modern, elegant and sophisticated . The “M” also stands for the brand’s Master Ultra-Thin Tourbillon Moon watch – Yee’s watch of choice.
The $101,000 Jaeger-LeCoultre Master Ultra-Thin Tourbillon Moon watch boasts moon phase indication, jumping date displays, and more, it is crafted in 18-karat pink gold and houses the 332-part self-winding Caliber 983 mechanical movement. The dial of the 41.5mm watch is eggshell white in color and is harmoniously balanced with the display of both the Northern and Southern hemisphere moon phases. At 6:00 resides the aperture for viewing the tourbillon escapement and there is also a peripheral date display.
“The New Year is a time for joyful celebration but also for quiet reflection on the golden moments that we have already experienced and those than we can create in the future,” says Yee. “To me, this watch has special meaning because the moon governs our Chinese New Year but also because its timeless elegance is like an anchor in a world that seems to be spinning faster all the time. With the change of the year, it symbolizes the relationship between reality, time and our dreams for the future.”
Say what you want, but JLC raising their prices exorbitantly over and over during this last year, while using older and outdated movements, makes their offerings less and less viable while parent jewelry company, Richemont continues to damage a once venerable watch brand’s reputation! At one of their own store locations the staff couldn’t talk knowledgeably about their watches.