Establishing Jaeger-LeCoultre as a true watch manufacturer

Jaeger-LeCoultre wanted to establish the brand as a true watch manufacturer – how do you convey that to luxurywatch consumers?
How do you differentiate the brand from other true watch manufacturers (i.e. Patek Philippe and Rolex)?

Have editors visit the factory/ headquarters in Switzerland to understand what capabilities Jaeger-LeCoultre has andhow their product is superior to other brands.
K+K strategically chose a writer that wasn’t a watch writer and more of a features writer so the article would notbecome too technical.
K+K spent 3 days with the writer in Switzerland and arrange interviews and tours and convinced Jaeger-LeCoultreSwitzerland to give this writer at the time unprecedented access to the facility and many of its archives.

Cover feature story on the December issue of Robb Report (the first cover for both the writer and Jaeger-LeCoultre).
The $275K watch featured in the article sold within 15 days of the publication drop date.
From this article and the angle that K+K established, Jaeger-LeCoultre was the first watch company to create the “Master Class” program that showed watch collectors how to become “watchmakers for a day.”
The “Master Class” program was adopted by all the JLC watch distributors globally and has been copied by many of Jaeger-LeCoultre competitors because of its success.