Drawing a connection between Shanghai, Paris and its house turf, the Vallée de Joux in Switzerland, Jaeger-LeCoultre is opening a short lived café this summer time in Shanghai, adopted by one other in Paris.
The luxurious watchmaker is marking the ninetieth anniversary of its Reverso watch this 12 months, and has mined the Art Deco interval that produced it, drawing on the period for the design of the modern white and black café house that includes lacquered wooden and pastries to match.
“We’re celebrating two trips — in time, going back to the Thirties and the Art Deco period and a trip to the Vallée de Joux,” stated chief government officer Catherine Rénier, chatting with a gaggle of journalists from the second-floor perch of the label’s Place Vendôme flagship in Paris.
The government outlined the plans to open the café in Shanghai, within the K11 mall, adopted by a yet-to-be-disclosed location.
On hand to debate the pastries was rising chef Nina Métayer, who borrowed elements from the Swiss mountains — like hazelnuts, blueberries and honey — for the subtle desserts, with out an excessive amount of sugar and appropriate for vegans.
Luxury watchmakers have educated their sights on China, a key supply of development for a sector that was struggling to adapt to a digital period earlier than the pandemic hit.
Jaeger-LeCoultre has centered communications across the Reverso timepiece this 12 months, reflecting a motion by many gamers to give attention to selling a pared-down collection of iconic items.