We are more than used to collabs these days with seemingly every designer meeting up with a more commercial brand to give us more stuff we probably don’t want or need. But luxury watchmaker Jaeger-LeCoultre is doing things slightly differently by creating experiential rather than product related partnerships.
As part of their Made of Makers series, they have worked alongside chefs and artists to highlight their place in a wider cultural sphere and now have turned to pianist Tøkio M¥ers to compose a soundtrack to be played alongside a light installation by Guillaume Marmin that tells the story of Jaeger-LeCoultre’s Golden Ration Reverso watch.
So far so conceptual but it’s good to see some of the big players in the watch world reaching out to more interesting brand ambassadors alongside the usual roster of actors and sports people. (They started working with Lenny Kravitz too recently which is also a more surprising partnership).
