Jaeger-LeCoultre — The iconic Swiss watch maker needed a new online appearance. French advertising agency DDB asked us to shape it.
JLC Universe
The emotional: In JLC Universe the minds of deep sea divers can be explored.
The start site works as a dynamic portal.
Announcements.
Browsing the collections.
Historical backgrounds.
Watch finder.
Member area access.
We developed this pattern for Jaeger-LeCoultre's members club. It is an abstaction of the Jaeger-LeCoutre logo type.
Switzerland's watch manufacturer Jaeger-LeCoultre was founded in 1833. Since then, the brand has established itself as an exceptional watch maker. However, when it comes to its digital brand presentation Jaeger-LeCoultre did not match its associated excellence.

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.

Background: Jaeger-LeCoultre’s history started in 1833 when Antoine LeCoultre began to manufacture high-quality timepieces in a small workshop in Le Sentier, a tiny village in Switzerland. In 1844, for the first time in history, he measured the micrometre and created the world's most precise measuring instrument, the millionometer, capable of measuring to thousandths of a millimetre. In 1903, Parisian Edmond Jaeger challenged Jacques-David LeCoultre, grandson of Antoine, to manufacture ultra-thin calibers of his design, followed by other collaborations, therefor the company was officially renamed Jaeger-LeCoultre in 1937. In 1941, Jaeger-LeCoultre earned the highest distinction from the Neuchâtel Observatory for its tourbillon Caliber 170.
ROLE
Strategy, Direction, Design
BRAND
Jaeger-LeCoultre, Le Sentier
AGENCY
DDB, Paris
PRODUCTION
Unit9, London
PUBLISHED
May 2010
© All Rights by Etter Studio Ltd, Zurich