Therefore we have been commissioned by the French advertising agency DDB to create a case study defining an online strategy and appearance for the historical brand, reflecting its exceptional heritage.

First we decided to divide the brand appearance into two different parts. One part rational, the other part experiential.

The rational part is dedicated to deliver information. Who is Jaeger-LeCoultre, how do the watches look, how do they work, how can they be purchased? And while delivering this information we are representing the brand with its best attributes — meaning beautiful typography, perfect functionality, well crafted code. No unnecessary effects, no flash technology, no ‘bling’. It needs to be fast and functional. If something is functional it will be beautiful.

The experiential part, focuses entirely on emotions. For this purpose we created JLC Universe, which contains interactive journeys through the minds of selected personalities, such as world-record free divers, climbers and artists. In interactive cinematic movies these people share their motivations, their journeys, their universes.