Jaeger-LeCoultre presents one of its legendary watches in the unique setting of the celebrated Place Vendôme in the heart of Paris. Installed for 5 months, the lavish set was designed as a preview of the expansion of the watchmaker’s flagship store.

The legendary Place Vendôme, the beating heart of the French luxury world, with its glittering palaces and magnificent jewellery boutiques, remains the international epitome for quality and outstanding craftsmanship. What better showcase to present flagship models? Jaeger-LeCoultre has thus taken full advantage of this major project to reach out to aficionados and connoisseurs of fine watches. In its quest for a unique and spectacular set, the Manufacture called on the Athem agency – specialists in large-scale prestige communications.

A spectacular clock which tells the time in real time
This representation of the Reverso swivelling case, which last year celebrated its 80th anniversary, the Reverso Gyrotourbillon 2 model is presented in 3D and reaches a height of over 6 metres. Each element of the mechanism has been painstakingly reinterpreted by the artist and the director in order to lend maximum authenticity to this feat of technical and artistic prowess.

Twice as beautiful: The disruption caused by the building site has been cleverly concealed using art and architecture, thus enhancing the prestige of the brand.

About Athem
Specialists in large format communication, Athem inject new life into projects, buildings, historical monuments and other strategic sites with their original tailor-made designs. With 25 years of experience, the agency brings architectural sensibility, proven expertise in high added value locations and topical and creative staging in all its urban beautification operations.

Athem’s main achievements in France and abroad
The Louis Vuitton suitcases on the Champs-Elysées; the “Paris by Night” project adorned with fine gold jewellery for the Louis Vuitton Jewellery Boutique on Place Vendôme; the distorted building on Avenue George V; Printemps Miroir on bd Haussmann; the cardboard LCL building; and the decorated façades of the Louvre, from the Opera Garnier, the Château de Versailles, Selfridges in London and the Mandarin Gallery in Singapore.