Watch Archives Prove Their Worth

Watch Archives Prove Their Worth

Postby koimaster » September 5th 2017, 11:03am

When three guests spent more than $4 million on new Jaeger-LeCoultre watches during a recent visit to the company’s heritage gallery in Switzerland, their host, Philippe Bonay, the company’s North American president, was stunned to realize the house’s archives had, in a way, produced such lucrative sales.

Almost every major luxury watch brand has an archive. Some are elaborate public museums; others are the equivalent of storage rooms stuffed with handwritten watchmakers’ notes and old records. But in recent years many of these collections have been playing expanded roles in their brands’ commercial development, serving as attractions for client events, fodder for exhibitions and generally spreading brand recognition.

For Karl-Friedrich Scheufele, Chopard’s co-president, watch museums seem to be money-spinners. He said they give clients a historic perspective and “everyone wants to be reassured when making a big purchase.”


In Chopard’s case, it may be double the reassurance.

The company has a museum of Chopard watches, including 19th-century pocket watches and glittering Happy Diamonds timepieces, open weekdays on a limited schedule at its Geneva headquarters.

https://www.nytimes.com/2017/03/23/fash ... pe=article
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