Swiss luxury watchmaker Jaeger-LeCoultre reopened its flagship boutique at Pavilion Kuala Lumpur in August 2025, featuring a completely reimagined design and the debut of Southeast Asia’s first 1931 Café within a Jaeger-LeCoultre retail location.

The reopening holds special significance as Malaysia was the location of Jaeger-LeCoultre’s first-ever standalone mono-brand boutique, established over 25 years ago. The revamped space reinforces the country’s importance in the Swiss manufacturer’s global retail strategy.

The newly transformed boutique draws aesthetic inspiration from the Vallée de Joux, Jaeger-LeCoultre’s birthplace in the Swiss Jura Mountains. The interior features organic textures, natural colour palettes, and carpets designed to evoke forest stones and minerals, reflecting the serene landscape of the valley.

The boutique’s architecture incorporates Art Deco elements as a tribute to the design language of the iconic Reverso timepiece. An open-plan, modern layout with warm tones creates an environment designed to welcome collectors, enthusiasts, and casual visitors.

The boutique displays Jaeger-LeCoultre’s complete range of collections, including the signature Reverso, the Polaris adventure-focused line, and the sophisticated Rendez-Vous series. The Master Ultra-Thin and Master Control collections demonstrate the manufacturer’s expertise in ultra-precise calibres, while the Duometre and Master Grande Tradition showcase high complications.

Visitors can also view the Atmos perpetual clock, described by the company as a masterpiece of horological engineering that represents the manufacturer’s technical capabilities.

A central feature called the Manufacture Wall introduces visitors to Jaeger-LeCoultre’s 180 in-house specialised crafts, highlighting five key stages of fine watchmaking: design, production, finishing, assembly, and ornamentation.

The installation includes 10 “In the Making” videos that provide behind-the-scenes access to different watchmaking skills, with each film featuring craftspeople discussing their specialties. The Manufacture Table presents milestones from the company’s 192-year history and showcases four specialised crafts housed within the manufacturer: engraving, guillochage, enamelling, and gem-setting.

The boutique includes a Personalisation Wall and interactive Strap Bar where clients can customise timepieces by exploring the complete strap collection across all models. Customers can experiment with different combinations of watch cases, strap materials, colours, and stitching options.

A display of engraved and lacquered Reverso case backs provides inspiration for owners of Monoface Reverso models interested in adding personal emblems through engraving, lacquer, or enamel work.

The boutique introduces the 1931 Café, named after the birth year of the Reverso timepiece, marking the first such installation in Southeast Asia within a Jaeger-LeCoultre location.

The café features pastries and beverages crafted by Parisian chef Nina Métayer, showcasing flavours inspired by the Vallée de Joux region. Artist Alex Trochut created a tile installation that provides a contemporary interpretation of Art Deco design within the café space.

Both collaborations are part of Jaeger-LeCoultre’s Made of Makers™ programme, which expands dialogue between watchmaking and other artistic disciplines.

The boutique includes a VIP Lounge designed for clients seeking personalised service in a private setting. The space can be configured as a private viewing or screening room for bespoke presentations and personal consultations.

The Jaeger-LeCoultre boutique is located on Level 2 of Pavilion Kuala Lumpur on Jalan Bukit Bintang. Operating hours are daily from 10:00 AM to 10:00 PM.

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Photo credits: Jaeger-LeCoultre and the author’s own