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Jaeger-LeCoultre Watchmaking

The swiss manufacturer Jaeger-LeCoultre has continuously renewed its creativity and inventiveness since 1833. The Maison has created more than 1200 calibers, which today have earned its unique renown in the watchmaking industry. The technical precision used during production along with the different expert skills are what makes Jaeger-LeCoultre Haute Horlogerie unique.

Jaeger-LeCoultre Boutique
in Portugal

Located at number 225 on Avenida da Liberdade, in Lisbon and with a total area of ​​50 m2, the Jaeger-LeCoultre boutique includes several areas, designed to respond in a personalised way to the different needs of each customer.

An entrance area with a circular display and a wooden panel that appears as a frame for three different showcases on a light background. Next to it a bookcase evokes the brand's past and present, with the exhibition of carefully selected objects and photographs, a discreet shop counter and an area specially reserved for greater discretion and exclusivity. The use of beige tones and dark woods, as well as the sober and discreet lines of the furniture, help to reinforce the sober and elegant character of the entire space, in a true ode to the Swiss brand's identity.

The Jaeger-LeCoultre boutique is a reflection of the long-standing relationship between the Grande Maison of Swiss watchmaking and century-old Portuguese jewellery.


"It is with great pride that we welcome the first Jaeger-LeCoultre boutique in Portugal. An important milestone for Torres Joalheiros and an enormous recognition of the relationship and mutual work of about 25 years with one of the most respected Swiss watch manufacturers", claims João Carlos Torres, Chairman of the board of Torres Joalheiros Group.

New colaboration with
Alex Trochut

Jaeger-LeCoultre is proud to announce its latest collaboration with innovative innovative lettering artist Alex Trochut. Inspired by the architectural identity of New York and the Maison’s strong Art Deco heritage, Alex has crafted a new signature font: the Alphabet 1931, which embodies La Grande Maison's values of creativity, precision and expertise. Each letter is a true work of art.

Alex Trochut draws inspiration from his home in New York, the abstract nature of letters, and from his grandfather, renowned typographer in the 1940s, who sparked his love of typography.

Alex Trochut’s work is redefining traditional ideas of what typography can be and his new Jaeger-LeCoultre typeface brings an elegantly sculptural, boldly contemporary quality to every letter.

Each letter feels intricate, functional and richly decorative, with a visual depth that naturally conveys the sense of harmony in every part of a moving machine.

"This concept unifies Art Deco and Jaeger-LeCoultre’s craft of watchmaking, I wanted these letters to feel physical and expose their intricate parts equally as functional and decorative, giving the sense of a moving machine." - Alex Trochut

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