Jaeger-LeCoultre has updated its flagship New York City boutique at 701 Madison Avenue with a redesigned main floor, a cafe and new historical and educational areas. 
The open-plan main floor has been designed as a series of flowing spaces that offer different levels of interaction for visitors. A new Craftsmanship Table displays examples of the watchmaker’s artisanal craftsmanship, which includes enameling, engraving and gem-setting. 
To the right of the entrance, arranged to form an oval, display counters showcase all of the highlights of the watchmaker’s current collections. Nearby, an interactive ‘caliber wall’ draws visitors to discover some of the most emblematic of the more than 1,400 calibers created by Jaeger-LeCoultre since its founding.
Beyond the display counters, an interactive Strap Wall enables clients to personalize their timepieces by experimenting with the many options and discovering their own perfect pairing of watch case with strap material, color and stitching. The power of personalization is taken even further with a display of engraved and lacquered Reverso case-backs.
The 1931 Café
In the area to the left of the entrance, visitors are invited to enjoy a refreshment in the 1931 Café. Named for the year in which the Jaeger-LeCoultre Reverso was born, the café features a wall of tiles in a bespoke pattern derived from lettering created by Alex Trochut under the Made of Makers program – a subtle homage to the Art Deco design of the Reverso.
The story of the Manufacture
Next to the 1931 Café, a Cabinet de Curiosités houses a display of objects that tell the story of the Manufacture and its three principal fields of watchmaking excellence through the themes of The Sound Maker, The Stellar Odyssey and The Precision Maker. 
Set in the center of the cabinet is a screen where visitors can choose from a library of nine In The Making videos that take them behind the scenes at Jaeger-LeCoultre, revealing in depth the five steps of creating a watch in the company’s fully integrated Manufacture: Design, Production, Assembly, Finishing and Ornamentation.
Atelier d’Antoine
Several steps lead to a VIP Lounge, and nearby, a staircase spirals up to a ‘glass box’ mezzanine overlooking the main floor. This is the home of the Atelier d’Antoine, where themed Discovery Workshops are hosted by watchmaking experts. (Atelier d’Antoine Workshops may be booked online.)
The newly updated Jaeger-LeCoultre New York City boutique at 701 Madison Ave. is open from Monday through Saturday from 10:00am to 6:pm.
Source: Jaeger-LeCoultre