This is the original, acute master ultra thin small seconds. It is part of one of Israel’s, most essential collections and has been named. The watch with the perfect symmetry – and it is also a perfect example for the underlying issues that lead to the big problem – watchmakers, really cool to the house.
So let’s get started before we start this video. I want to say thank you to Kota 1825, who lent me the watch for today’s video, so in case you happen to visit Stuttgart as soon as we are ready to go out again, make sure to take a look at all the great Watch friends they have to offer – including Rosella food, of course, to understand where this is all coming from.
It is crucial to know where, as usually cooler as a company is coming from, so take a seat. Next to me in my DeLorean and let’s go back to the Year 1833. We are now in Ellison ta in the value region in Switzerland, and we see a 30 year old mechanician named Sal, Antoine LaHood.
He’s obsessed with fabricating gears, extremely precise tools and mechanisms and Shawn Antoine is really kickin it and LaHood who becomes the largest employer in the region, fabricating, alarms, chronographs calendars, etc.
We hop into our DeLorean again, and we are now in 1931, almost 100 years later, the Art Deco movement has peaked in Europe and we see Antoine’s grandson Jacques David, really crushing it with the release of the first model of the infamous reverse’that is still being built to this day within the same decade, one of the first major changes happens to locals company, together with his year-long business, partner and friend, Edmund Roger and elderly watchmaker from Paris.
At that time, Jacques de vide and Edmond formed the brand we know today usually codes. What follows next is a jl C’s, unique journey throughout the 20th century that reads like the who’s, who of the watch industry throughout this journey.
Jlc provided several notable watchmakers with their movements and evil shapes such as Patek, cutty, Marcia, Hawkins Santa autumn Apogee and many more, but like many other rands jlc had eight time when he called crisis hit in the 70s, but the Germans, a community manufacture, beö, came to The rescue and took over 60 % of the share capital in 1978.
The remainder went to Audemars Piguet. At this point, a loyal customer of buying movements from jlc, so basically jealousy was sold off fast-forward again and we have video being bought by the management group which, at that time also took care of a language sooner.
Such a small world out there and put all their watch making or watch related businesses under one roof, calling it the LMH holding in 1996, and so, as a member of that group, it happened that the entire group got taken over by a leash more in 2000.
When Irish mob went on their big shopping spree, it also happened that they informed their long-term, a bushy customers. Bushes are basically the empty frame of a movement at that time that they will not supply them with anymore a bushes in the foreseeable future.
So it definitely marked a big new chapter for jlc and now you guys in the same classroom as al-anon Zuna catty panel, I rational consent on IWC and many more all under the big early small group roof. I’m telling you all this, because it’s crucial to understand jealousy’s, history and origins as this lies the foundation of the current situation.
Jlc finds itself in all this combined. All the little and big milestones within Josie’s. Journey is causing major issues in the following three departments: perceived image, design, philosophy and, most importantly, nowadays, branding have you ever heard the owner of a Patek Phillipe 5711 say: oh, I love the caliber 324 SC in this, and this is why I bought this watch.
Well me neither – and here lies the first problem with a delicate, as you can clearly see. Yeager was first and foremost a watchmaker and not really a watch friend and manufacturing for other brands still remains a large part of the business for jlc.
So for most people who take an interest in watches jealousy is known as the watchmakers watchmaker. The ultra-thin small seconds is a great example for this. The thirty nine millimeter case with it’s astonishing height, only eight point: nine millimeters fields speak and sophisticated.
In your hands, the silver/gray sunburst dial and the stick, our markers look immaculate and the hands sharp enough to cut you. You can tell by just looking at it and holding it that a great deal of thought went into the construction of this watch.
I mean how else would they make such a thin, which happen but being perceived as or having the images being the watchmakers watchmaker isn’t only a blessing. It can also be a curse, and here’s, where we find the first issue.
People always associate jealousy with other brands, or at least only with the calibers they make for them when talking about jealousy conversation, almost immediately circles around the amazing movements and how ingenious they are – and I think you can see where this is going.
We do not really talk about jlc for their watches in their designs, but for their movements and let’s, be real. You do not buy a watch just for the movement itself. There is so much more that goes into your decision-making, especially nowadays, where luxury watches are not for telling the time anymore, but part of your self-expression and your identity.
And the evidence is right here in this watch, because what keeps the ultra-thin small seconds going is the jlc caliber eight nine 6/1 automatic movement with a forty three hour power reserve, which also serves as the basis for autumn Apogee’s.
Alinghi Royal Oak Offshore, so I can totally imagine how those who buy the offshore are like. Oh well, this a Peters also have a jail sea based movement, so it’s. Definitely a solid piece so having an jlc based movement inside is pretty much always a big plus and for some might even be the tipping point on the scale to pull the trigger on a certain watch.
But, ironically, I have never heard someone say that they bought a yellow cool solely because of its movement, which leads us directly to the next point. Okay, so for my point number two, I want to play a little game.
I want you to focus for a second take a deep breath and I’m, going to name you a couple of watch friends and I want you to think of two or three certain models from that brand. Really I want you to visualize it in front of your inner eye: okay, ready butts first one Amiga number, two Rolex okay and the third one Casio.
Okay, we’re done very good. I’m, pretty sure most of you could think of some models right away. So let’s. Try one more time you’re ready, get ready for the next one, usually cool you thought of the reversal.
Right I mean me too, but anything else, a second specific model that comes to mind, something you can see very clearly in front of your inner eye. It’s, tough isn’t it and the point that I’m. Making here is the issue with a jail sees recognition value.
The reason why most can immediately come up with a couple of Rolex models, but singleton and jail see watches even though it’s. A well-known brand within the industry comes down to this. Jlc has, in my opinion, failed to establish itself as a manufacturer of original watches, so there’s, a problem with the design philosophy as a whole.
I know they have the universe so as their showcase, but besides that it gets really thin at the top of jail C. Perhaps I might also think of the mass design, but it’s difficult to come up with a specific model.
I think that the point here is very obvious when you look at their product portfolio. What we can see here is a variety of watches that pretty much all feel the same. They all look very dressy, very elegant and always a bit too fancy to be actually worn.
The master alters in small seconds is the perfect example here the beautifully curved locks slightly tapered down to an elegant curve. The padded black alligator strap works perfectly with the monochrome face of the watch.
Nothing on Nesta comes off as edgy. Nothing interrupts the perfect symmetry. It is basically the perfect dress work for everybody, but that’s. The problem hey watch for everybody is a watch for nobody.
Objectively speaking, this watch does look beautiful, but it doesn’t make me feel anything. It has been designed to perfection up to the point where I feel like that the dial of this could serve as a starting template to from when designing a new watch.
So what do you get when combining a problematic, perceived image and lower recognition value? When combining the points I have made before you get a brand that finds itself in an identity crisis being perceived as a highly sophisticated, watchmaker, doesn’t serve you when people only see you that way in light of what you did or do for Other brands, it doesn’t help either that you cannot establish a handful of models or designs that carry your brand and I’m.
Looking at you Royal Oak, given that your number watch is one with a rectangular case, which in itself is a pretty niche design, it only appeals to a few people anyways. All these things make it difficult to build up an emotional connection to a brand and its products.
Jlc is perceived as an authentic and incredibly high-end / ologist, but its unique origin story and high status is what’s. Paradoxically, keeping jealousy from claiming the mountaintop of watchmaking for itself, there is a comment I have read under a video here on YouTube that talked about jlc, which sums it up quite perfectly.
It’s, sad that jlc is patek quality for the price of Rolex. It always comes down to explaining what jealousy means by using other brands that make us feel something you know who you are and what you feel when you were a Patek or Rolex regardless.
What do you think that’s, a good or bad thing by the way? But who are you when you were a jlc? We often see people talk very highly of yoga and by that you would think that we would also see a lot of people wearing them, but, to be honest, even with people that I know with a pretty big and impressive watch collection, I rarely see a Jaeger Within that and I would be lying if I said that it does not break my heart a little, because I do think that jlc is doing amazing in terms of their technology.
But if I would not have a weakness for rectangular cases, I probably wouldn’t even look twice at the reversal, so here we have it usually. Colt is definitely not underrated. People constantly talk about how great jealousy is and how they are up there.
With the big players like Patek, but given the fact that they have yet to establish themselves as a manufacturer that can come up with original and recognizable designs from time to time, they are faced with a serious problem in case supplying paths that other brands would no Longer be necessary, like always, this is my perception of the situation based on what I can see and read online my personal experience and what I hear when talking to other people around me, I mean imagine how boring it would be if we all agreed on the Same things and like the same stuff and many others I have talked to do agree on this with me, because when we start talking about jlc and how amazing it is, what they do in 99 percent of the cases when it gets down to the question.
So are you going to buy one? The answer is almost every time. No, so that’s, why I’m excited to see what you have to say. So, let me know in the comments down below what are your thoughts on jlc. Do you own one and if so, what made you buy it? I’m very curious to see what you have to say as always.
Thank you so much for watching this video today and I will see you in my next one bye, George Ellie quit. This is the this is the yeah. So this is the J. Go that’s. What I’m, going to say you go, you go you go.
You go. We usually cruise all the rich people. I’m. Sorry,
I explain the 3 underlying issues watch maker Jaeger-LeCoultre has, that cause the world class horologist a serious problem!
Get your watch the watch roll it deserves!
#1 Perceived Image
So for most people who take in interest in watches, JLC is is known as “the watchmakers watch maker ”. But being perceived as or having the image as being the watchmakers watch maker isnt only a blessing, it can also be a curse and here’s where we find the first issue: People always associate JLC with other brands or at least only with the calibers they make.
We do not talk about JLC for their watches and their designs but for their movements. And lets be real, you do not buy a watch just for its movement. There is so much more that goes into your decision making – especially nowadays where luxury watches are not for telling the time but more a form of self expression and a part of your identity.
And the evidence is right here in this watch: What keeps the Ultra Thin Small Seconds going is the JLC calibre 896/1, automatic movement with a 43h power reserve which also serves as the foundation for Audemars Piguet Alinghi Royal Oak Offshore.
Having an JLC based movement inside is pretty much always a big plus and for some might even be the tipping point on the scale to pull the trigger on a watch. But ironically, i have never heard someone say they bought a jaeger-LeCoultre solely because of its movement which leads us directly to the next point.
#2 Recognition Value
The reason why most can immediately come up with a couple of Rolex models but single to none JLC watches even though its a well known brand within the industry comes down to his:
JLC has – in my opinion- failed to establish itself as a manufacturer of original watches. So there is a problem with the design philosophy as a whole.
I know, they have the Reverso as their showcase but besides that, it gets really thin at the top of JLC. Perhaps some might also think of the Masters line but its difficult to come up with a specific model.
I think that point here is very obvious when you look at their product portfolio: What we can see here is a variety of watches that pretty much all feel the same.
They all look very dressy, very elegant and always a bit too fancy to be actually worn.
The Master Ultra Thin Small seconds is the perfect example here. The beautifully curved lugs slightly taper down to an elegant curve. The padded, black alligator strap works perfectly with the monochrome face of the watch.
Nothing on this dial comes off edgy. Nothing interrupts the perfect symmetry. It is basically the perfect desswatch for everybody.
But that’s the problem: A watch for everybody is a watch for nobody.
So what do you get when combining a problematic perceived image and a low recognition value?
#3 Branding and/or Identity
JLC is perceived as an authentic and incredibly high-end horologist but its unique origin story and high status is whats paradoxically keeping JLC from claiming the mountaintop of watchmaking for itself.
There is a comment I’ve read under a video here on YouTube that talked about JLC which sums it up quite perfectly:
It said that JLC is “Patek quality for the price of Rolex”.
It always comes down to explaining what JLC means by using other brands that make us feel something. You know who you are and what you feel when you wear a Patek or a Rolex ,regardless whether you personally think these personas are positive or negative by the way, but who are you when you wear a JLC?
We often see people talk very highly of Jaeger and by that you would think that we would also see a lot of people wearing them – but to be honest, even with people that i know who do own an impressive amount of watches, i rarely see a Jaeger within their collection.
So here we have it: Jaeger-LeCoultre is definitely not underrated. People constantly talk about how great JLC is and how they are up there with the big players like Patek.
But given the fact that they have yet to establish themselves as a manufacturer that can come up with original and recognizable designs they are faced with a serious problem in case supplying parts to other brands would no longer be necessary.
So, what do you think of JLC? Do you agree with my analysis? I am excited to read what you have to say so let me know what you think in the comments down below :-)!
Thank you so much for watching this video and again, I apologize to all French people for completely butchering the names :-D!!
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