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Jaeger LeCoultre Asks You A Dumb Question; Offers A Nonsense Response

Jaeger LeCoultre Asks You A Dumb Question; Offers A Nonsense Response Featured Articles

“Hi, how’s it going?”

“Just fine sir, care to view any fine Jaeger LeCoultre timepieces today?”

“Well, I don’t know. What makes these…. Jaeger LeCoultre watches…. better than what I’ve got now?”

(sigh) “Sir… these are what we call, ‘real watches.’ A a Jaeger LeCoultre watch represents an accomplishment combining elegance and discretion with a natural aura of serene confidence.”

(blank stare). “I don’t…. What exactly does that mean?”

“It doesn’t matter what it means sir. I’m telling you, as I have been told, that it is the appropriate response to these… questions…”

Yea, I don’t know what Jaeger LeCoultre was thinking behind this new idiotic marketing direction which is aimed squarely at one response from consumer. “Wait, what is Jaeger LeCoultre saying?” Self admittedly, Jaeger LeCoultre is stating that there seems to be some problem in the consumer’s perception of the brand. So when you are checking out their advertisements, of course you aren’t going to focus on the watch, but rather this relatively insulting question.

Jaeger LeCoultre Asks You A Dumb Question; Offers A Nonsense Response Featured Articles I personally have never worn a real watch. All this time I’ve gotten along quite well with cardboard cutouts on my wrist that keep excellent time twice a day. Being under the perception that I was a watch lover, I am saddened to learn that I don’t know what a real watch is, nor that I am wearing one.

In one fell swoop of poor articulated words, Jaeger LeCoultre insults the majority of watch owners out there and every other watch company in the industry. Working with world renowned marketing/ad agency DDB, Jaeger LeCoultre probably walked into their offices saying, “people are buying more mechanical watches, but our sales aren’t up proportionally with the increased demand. Here is a million euros, do something.”

Not being business idiots and specializing in marketing. DDB did what they do best and took the job. Most people in the world who aren’t watch lovers, don’t really understand the watch industry. And that goes for DDB as well. With no offense intended, I find that the vast majority of PR and marketing firms don’t know squat about watches, and just place them in the sale category as fashion and jewelry. For this reason, we are blessed with the ad copy dribble that stands for most watch industry marketing materials. When will they ever learn? I posit that there is no cure in sight.

Jaeger LeCoultre Asks You A Dumb Question; Offers A Nonsense Response Featured Articles Please try reading the words that accompany the pictures of watches you pick up catalogs to look at, or on websites. Utterly indecipherable much of the time. Like a code that makes you solves riddles to figure out basic items that make a watch desirable. I’m glad that a 1000 labors worked for a 1000 to perfect the sheen on the watch case, but what movement does it have? I’ve actually experienced sales people at watch retailed locations pulling out “the big book” that is supposed to have the information in it. The tome is hauled up on the display case. Dust is blown off, and the poor sap looking through the pages is annoyed themselves that none of this information is easily to find. It would be like going car shopping and the sales person calling the factory to determine what type of engine the car has. “There is a guy from corporate that might now. I can give you his phone number.” Oh no, you’ve done quite enough, I won’t trouble your overburdened company for any more basic information.

Perhaps I should find a couple of Jaeger LeCoultre sales people and ask them what makes their watches “real?” Those would be some interesting answers, lathered with a thick coating of, “who are you to ask” and a layer of “if you have enough money to buy one of these watches you really shouldn’t care.” Ahh…sales…

Jaeger LeCoultre Asks You A Dumb Question; Offers A Nonsense Response Featured Articles I Jaeger LeCoultre Asks You A Dumb Question; Offers A Nonsense Response Featured Articles think I might just do that. At least to prove to myself how ill conceived this entire new circus act of a marketing slogan campaign is. The people who spend a lot of money on nice watches at this level tend to oversee Rolex for something more interesting and unique. They focus on looks, features, and tangible benefits in a watch. The “have you ever worn a real watch” concept might temporarily catch the attention of someone who doesn’t know anything about watches, but not long enough to purchase, and certainly not enough to garner credibility in the eyes of anyone who might actually buy a Jaeger LeCoultre.

So for these reasons, “have you ever worn a real watch” is a dumb question. And the response offered by Jaeger LeCoultre makes no sense. In fact, I can’t determine if there is really a response at all. A question akin to some hallucinogenically derived postulate about existence itself that has about as much of a good answer as does something like “do we ever really live?” and “can enough money really ever buy a good advertising campaign?”

See Jaeger LeCoultre watches on eBay here.

See Jaeger LeCoultre watches on Amazon here.Jaeger LeCoultre Asks You A Dumb Question; Offers A Nonsense Response Featured Articles

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  • Frank

    I had such a good time reading this! Honestly! But one day, you will discover that Rolex does not offer complicated watches. One day you will discover that 1000 hours of labor are essential to create a watch with a perfect sheen and a perfect… in house mouvement. One day, you will even open the case of great watches from great watchmakers pretending to create their own calibres and you will find Jaeger-LeCoultre movements in… And one day, you will discover how hilarious your post is…

  • Hi Frank,
    I am glad to see your comment. I was afraid that people might mistake my posting as “anti Jaeger LeCoultre watches.” This would be incorrect. In each watch company, the people who make the watches are almost always totally separate from the people who market the watches and the brand.
    My perception of Jaeger LeCoultre watches is very good, and I know they have excellent movements. That does not imply that no one else has good movements though. So while I understand their desire to toot their own horn, I think from a purely marketing approach, their campaign is ill conceived.
    Thus, I agree with you that many of Jaeger LeCoultre watches are much more impressive than Rolex watches, and many other brands. Have an in-house movement development group is great. But at the same time, I take issue with their communicative approach to conveying these ideals. Thanks and keep reading.

  • Ahmed

    Hi Frank and admin,
    While I read with interest admin’s post, it was merely for its journalistic writing skills, and not in agreement with its content. Admin poses a valid “point of view” on how HE personally perceived, or received, Jaeger-LeCoultre’s advertising marketing campaign. I, for instance, received it very well. Having known Jaeger-LeCoultre for many years, as members of my family have owned them since my childhood, my perception of the question “Have you ever worn a real watch?” was positive, understanding it the way it was intended, which is to relay to propective clients that their watches are, like Frank suggested, perhaps ones that have been made totally inhouse, or have had 1000 hours of testing, or have a relative to Mr. LeCoultre who was the person who invented the chronograph, or having produced the only watch in the world that runs on practically nothing but change in temperature, the ATMOS, and many more.
    Best regards from someone who has just purchased a Jaeger-LeCoultre Reverso Squadra GMT.

    • Ahmed,
      I appreciate your inclusion in the conversation. You are right, I meant to describe my personal take on the advertising campaign. I cannot speak for how everyone receives the message. Part of my site is the expression of my ideas, and I totally encourage people to disagree and present their own point of view at anytime. If anything, I hope to stimulate people’s minds and challenge them to consider the messaging that is presented to them by myself and companies alike. You are a valued reader here on

  • i think that there is some snobbery by jeager reminds me of the Rolls ROyce for sale ,if you have to ask the price you cannot afford it.
    one ad here in Éire for an online bank featuered a veiled reference to condoms and one Catholic decided not to bank with them. so ad houses dont always get it right, and some watch companies just dont cop on when ads backfire on them.
    anyway i am buying one white dial master compressor next weekend and i think that a real watch is one that has a spring driving it, not allways big named.
    Ridire eire
    lastly one ad house used subliminal images inthere ads unknown to the watch co, but i have not heard any one shout foul just yet.

    • Good thoughts, thanks for the comment. The message to take away from all this is that watch companies only know how to make good watches. Marketing, PR, and all the rest of it they still need to figure out, and they sometimes hire the wrong people to do it.

  • Shawn

    I agree. It’s not a very attractive slogan. It feels as if they are stooping for attention.