Jaeger-LeCoultre’s Canadian Boutiques

Jaeger-LeCoultre has opened not one but two boutiques in Canada: one on Vancouver’s Alberni Street and the other in Toronto’s Yorkdale Shopping Centre. The company is known for its iconic Reverso model, as well as its innovative and complicated watches. “Vancouver represents a real opportunity for the brand to radiate on the Pacific Rim, and to be exposed to a cosmopolitan clientele,” says the brand’s North American president, Philippe Bonay. “This cultural diversity is prominent in Toronto as well.” This fall, Jaeger-LeCoultre introduced the Geophysic True Second, which is minimalist on the outside and complicated on the inside, yet represents a more accessible price range than the brand’s more detailed pieces.