Watchmaker Jaeger-LeCoultre has a serious problem. | Jenni Elle

I explain the 3 underlying issues watch maker Jaeger-LeCoultre has, that cause the world class horologist a serious problem!
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#1 Perceived Image
So for most people who take in interest in watches, JLC is is known as “the watchmakers watch maker ”. But being perceived as or having the image as being the watchmakers watch maker isnt only a blessing, it can also be a curse and here’s where we find the first issue: People always associate JLC with other brands or at least only with the calibers they make.
We do not talk about JLC for their watches and their designs but for their movements. And lets be real, you do not buy a watch just for its movement. There is so much more that goes into your decision making - especially nowadays where luxury watches are not for telling the time but more a form of self expression and a part of your identity.
And the evidence is right here in this watch: What keeps the Ultra Thin Small Seconds going is the JLC calibre 896/1, automatic movement with a 43h power reserve which also serves as the foundation for Audemars Piguet Alinghi Royal Oak Offshore.
Having an JLC based movement inside is pretty much always a big plus and for some might even be the tipping point on the scale to pull the trigger on a watch. But ironically, i have never heard someone say they bought a jaeger-LeCoultre solely because of its movement which leads us directly to the next point.
#2 Recognition Value
The reason why most can immediately come up with a couple of Rolex models but single to none JLC watches even though its a well known brand within the industry comes down to his:
JLC has - in my opinion- failed to establish itself as a manufacturer of original watches. So there is a problem with the design philosophy as a whole.
I know, they have the Reverso as their showcase but besides that, it gets really thin at the top of JLC. Perhaps some might also think of the Masters line but its difficult to come up with a specific model.
I think that point here is very obvious when you look at their product portfolio: What we can see here is a variety of watches that pretty much all feel the same.
They all look very dressy, very elegant and always a bit too fancy to be actually worn.
The Master Ultra Thin Small seconds is the perfect example here. The beautifully curved lugs slightly taper down to an elegant curve. The padded, black alligator strap works perfectly with the monochrome face of the watch.
Nothing on this dial comes off edgy. Nothing interrupts the perfect symmetry. It is basically the perfect desswatch for everybody.
But that's the problem: A watch for everybody is a watch for nobody.
So what do you get when combining a problematic perceived image and a low recognition value?
#3 Branding and/or Identity
JLC is perceived as an authentic and incredibly high-end horologist but its unique origin story and high status is whats paradoxically keeping JLC from claiming the mountaintop of watchmaking for itself.
There is a comment I’ve read under a video here on KZbin that talked about JLC which sums it up quite perfectly:
It said that JLC is "Patek quality for the price of Rolex".
It always comes down to explaining what JLC means by using other brands that make us feel something. You know who you are and what you feel when you wear a Patek or a Rolex ,regardless whether you personally think these personas are positive or negative by the way, but who are you when you wear a JLC?
We often see people talk very highly of Jaeger and by that you would think that we would also see a lot of people wearing them - but to be honest, even with people that i know who do own an impressive amount of watches, i rarely see a Jaeger within their collection.
So here we have it: Jaeger-LeCoultre is definitely not underrated. People constantly talk about how great JLC is and how they are up there with the big players like Patek.
But given the fact that they have yet to establish themselves as a manufacturer that can come up with original and recognizable designs they are faced with a serious problem in case supplying parts to other brands would no longer be necessary.
So, what do you think of JLC? Do you agree with my analysis? I am excited to read what you have to say so let me know what you think in the comments down below :-)!
Thank you so much for watching this video and again, I apologize to all French people for completely butchering the names :-D!!
- Jenni

[@JenniElle]

Hey everyone! Hope you enjoyed my analysis of JLC. Like I say at the end, this is just my opinion and I am excited to read what you think about the situation :-)

[@ruz8099]

well it's more than just an opinion. You also provided a analysis on what factors to consider when evaluating a watch brands attractiveness. Thanks, this is my favorite video so far from your channel!

[@scani7083]

do you have a page in the networks, I like you

[@JenniElle]

@@scani7083 If you like you can follow me on Instagram @jenni_elle_ , thank you for watching :-)!

[@maxs.637]

Great video again ! :) and a very interesting point to bring up about the brand recognition within design and aesthetics! looking forward to the next video

[@fOmEn]

Ja tolles Video! Aber sprich das J und das G nicht beides gleich aus 🙏🏼🙏🏼🙏🏼🙏🏼👌🏼 dann ist alles perfekt. ! Danke

[@theVhin]

Owning a JLC is like a secret love affair with yourself. You don't want anybody to love them or even know them. You just wanted it for yourself.

[@cuttytaylor6942]

I Concur. The reason she said she didn’t like it was the exact reason why I have multiple. Understated elegance.

[@user-do8ef4np7q]

@@cuttytaylor6942 she has a contract with chronext... her job is hyping up "rare" models. In That way your gonna need a reseller to buy them...

[@fromwatcheswithlove8717]

Oh! I think I need to confess of having many secret love affair , a 1960s Memovox, a 1980s Odysseuz choronograph, a 2002 Sun Moon Reverso and two Atmos Clock.😅🤣🤣

[@Madmanmarque]

I have three and my wife two. A steel Reverso Squadra Hometime, steel Master grand Tallie, Rose gold Master Moon Calendar, steel master ultra thin and Reverso Classique.

[@patrickjean-philippe7679]

This is very true. JLC watches ooze class, discretion, understatement.

[@Akuu820]

I could listen to this lady say Jaeger-LeCoultre all day.

[@tylerrohn6938]

Aku omg.. I know right..

[@sandyd4271]

why? she pronounces it wrong

[@sandyd4271]

Kit Johnson : Not really I know how to pronounce it since i live in switzerland 🇨🇭. But I think she also knows how to do it right but chooses to do it wrong. The First name is Jäger ( German for hunter) so it has to be pronounced in german, the second name Le coultre and is French so it has to be pronounced in french. Since it’s a Brand from the french speaking part the word Jäger is sometimes pronounced in the french way. But as a purist and a german and french speaking person I would say one should mix the two. Have a nice day 😊

[@sandyd4271]

Kit Johnson : I don’t criticize her, she does a good job and yes lots of people rape the name. I was just pointing out that it’s wrongly pronounced to the original comment that one can hear her say it all day long...

[@Akuu820]

@@sandyd4271 So she's using the French pronunciation?

[@caseyjonesbklyn5796]

Anybody who fails to recognize the quality of JLC has only themselves to blame.

[@bighands69]

But they are not a loved brand like Rolex and Patek even though they produce watches that are of the utmost quality.

[@Speed_7545]

@@bighands69 They're loved by the people who matter. Them being unrecognisable by most is a plus in my book.

[@patrickjean-philippe7679]

JLC is not for attention and recognition seekers but it’s a very personal affair for genuine horological enthusiasts…

[@LanguagesWithAndrew]

Yup, same story with Grand Seiko.

[@johntharp22]

This brand is for people who want a beautiful watch that compliments them rather than defines them, and I am definitely one of those people.

[@cmkseven7]

So true!

[@shreau]

Well said 💯

[@Sexiestmanalive01]

yeah, but they are still overpriced

[@grapevinelover1]

@@Sexiestmanalive01 all Swiss mechanical timepieces are overpriced…even entry level.

[@nerychristian]

​@@grapevinelover1Even Grand Seiko is overpriced

[@adrianoquesadallinares4358]

Jaeger-LeCoultre has only one problem: it´s not on my wrist

[@djemanimoore6521]

Ruby Liam Misson failed, we’ll get um next time!

[@38201270298]

Haha! Good one!)))

[@myroommatesacat]

facts

[@kelvinlee8919]

I think you said it best.

[@dmv3373]

hahahaha love it

[@storck08]

I love JLC. They have everything I am looking for in watches: 1. A brand not recognizable by non watch people (most of the time). 2. Very classy, a bit understated design with a tiny bit of retro feel in some models. 3. Very thin mechanisms (hand wound and automatic) 4. Under 40 mm sizing for many models. 5. Great quality of their mechanisms. The identity problem with JLC is not an issue for me. I believe it's a brand for people who buy watches for themselves and not to impress others and these people respect JLC's history, watchmaking history in general and also want a very classy watch that flies under the radar. JLC are not flashy or flamboyant but that's their point. "You thought of the Reverso, right?" Lol, you can read in my mind :)

[@arbiterofreason2068]

I like the fact that my Rolex wearing friends believe that their watch is better than mine XD They love my watch but would never buy one for themselves. Rolex gets you a promotion because it makes you one of the lads... I don't need a promotion, I run my own company.

[@aslamc9288]

That Jaeger-LeCoultre watches fly under the radar is a pro in my book too. Though, frankly, I don’t think that many people notice watches these days anymore anyway, unless it’s an Apple Watch. Many JLC designs are just so classy, I’m a fan. I’d love to add a Reverso to my collection at some point.

[@j.burgess4459]

I agree. People sometimes attack JLC on the basis that they are too much synonymous with one model - the Reverso. Firstly, that simply isn't true when it comes to people who actually know anything about the history of the brand. Secondly, even if it _were_ true, why would it be such a problem? If something has been made and sold in various iterations more or less continuously since the early 1930s, that kind of tells its own story. It might just be down to the fact that the Reverso is a true classic of Art Deco design!

[@pranaviyer971]

Basically, it's the Swiss equivalent of Grand Seiko.

[@michaelbishop9157]

agreed -i would much rather wear any JLC than a horribly common Seamaster

[@kristian5515]

I guess, if you wear a JLC, you will meet people whom you can talk watches with! Instead of a Rolex, that tends to just being seen as a kind of a social marker on how well you are doing financially, and like to flash that! JLC is more subtle, and i do like, that it really dosen't appeal to every drugdealer on the street. And i do like how pretty they are, combined with perfect movements. In Denmark we have this saying, that if you are very good at something, you really don't need a big door sign! Thanks for another nice video.

[@Sk3tchPad]

I think you summarized it well. I like that the Master Control is so, so understated. It looks like a watch you could buy for €20, yet it contains one of (in my opinion) the finest watch movements ever made.

[@stephenevans3403]

You're cool.

[@alexanderolson6365]

Denmark!! wow! I guess I'm not supposed to be here 😂 I learned about this brand from Dr. Strange 😂

[@jaxxxxxe]

@@Sk3tchPad I have a master control home time, rose gold, when you see it in real life, it looks like a billion dollars if you take your time.

[@ratlips4363]

"I have a Rolex, wanna know what time it is"?

[@NerdonWheels]

JLC has class. People who know will admire the brand, those who don’t won’t look at it a second time. Every time I look at mine, I remember why I love watches and why I could have an entire collection just from that brand only. I pray that the status seeker don’t discover the brand for generations to come, so the brand can live on uncompromised for years to come.

[@edroberts4354]

Great commentary on the Jaeger le-Coultre brand. I have loved everything about this brand since my late teens and early 20's when all I could afford was to simply look at them displayed in a local jeweler's case when I stopped in his store between my college classes. The owner of that jewelry store humored me on many occasions by allowing me the opportunity to try on several of the brand's watches. He loved the JLC brand too and over time educated me on the brand's quality and history. He even gave me several hardback books about the brand that I still have to this day. When I graduated from college I mentioned to the jewelry store owner and my girlfriend that I will know that I have made it when one day I look down on my wrist and see the face of my own Jaeger le-Coultre. When I turned 50, that same girlfriend who had become my wife gifted me my first Jaeger le-Coultre. When I tried it on and looked down at its face on my wrist, I literally cried like a baby. I have been through a great deal in my life and made it. Needless to say, I love everything the JLC brand stands for in the world of horology and in my life.

[@adhart81]

Awesome. Congrats!

[@diavalus]

Great story, thank you for sharing it with us, enjoy the watch!

[@junboklee4532]

Thanks for sharing. That's some history behind your watch. Enjoy it to the fullest!

[@patrickjean-philippe7679]

That is a genuinely beautiful story and so nice that your girlfriend who had become your wife remembered and made it happen for your 50th birthday milestone. I believe that you must treasure that watch like no others. Did she get it from that shop ? That would be extraordinary. Wear it in good health.

[@brownsfan2007]

Learning stories like this is part of why I like KZbin!

[@pixel2224]

I own a JLC. I bought because it looks exquisite, I bought because of the engineering, I bought because of the heritage. I care nothing for branding.

[@Wirbelmeister]

Dito

[@TheAleqzi]

Well said

[@boykaunlimitted4514]

Did you buy an “ultra thin”? Are those fragile? I’m thinking of getting one but not sure if I should be super careful with it or not

[@cmkseven7]

Excellent!

[@pixel2224]

@@boykaunlimitted4514 not fragile, elegant and robust.

[@GabrielGGabGattringer]

;-) JLC has one serious problemn: Noone actually knows how to pronounce Jaeger-LeCoultre!

[@tmf866]

It's yay-gur la-colt-ra right?

[@warusk2nd]

J L C lol.. most people use the German pronunciation

[@maxx_vdv4960]

@@tmf866 yeah man.

[@bighands69]

@@warusk2nd Just copy the way the Swiss pronounce it.

[@KingKong-vu8gu]

Or everyone is pronouncing it differently...

[@plusgood15]

The problem you describe is the reason I buy JLC. When I want a high quality watch but don't want it to be recognised or be flashy, JLC is the perfect brand. I buy it for me, not to impress the the person next to me.

[@1061shrink1061]

Agreed. I wanted a reverso becasue i respected what it represented horologically. I wanted a subtle sophisticated dress watch that wouldn't gain lots of attention. I don't want a "i'm wearing an expensive watch, try mugging me" look. The only person the watch needs to make happy, is me. I enjoy Jenni's channel a lot, but i suspect she doesnt understand the mindset of some of the clients Jaeger LeCoultre are working with. Many are sophisticated low key people who want something to fly under the radar. I personally know several people that own them, just within my own group of friends, let alone widely. I suspect JLC have nothing to be worried about.

[@sanfong08]

Agreed with you. I buy because of the movement and how much it is unrecognizable.

[@phillipmartinez2436]

How do you like the JLC I love the look of the Reverso Classic. And my wife gave me the ok to buy a fancy watch like a Patek Phillipe or Rolex but I just cant find any models I like. Then I saw these and I fell in love. But is it only a dress watch or everyday watch. Thanks and any info would be great.

[@corner559]

It's because Jenni has no clue what she's talking about when it comes to JLC.

[@aleksandersiemaszko6027]

Great material, even though I disagree strongly. I, myself, am an owner of a JLC Master Grande Taille (the 37mm version from the nineties). I love this watch precisely for this elegant, “empty canvas” feeling. I wear a suit or at least a jacket and a tie 5 days a week, or at least I did before the corona pandemic started. I enjoy this watch’s elegance and understatement - I don’t want to wear my personality on the sleeve, I don’t want people to think they know just by glancing on my wrist. That said, I am now wearing a T-shirt and the JLC - because I missed the blue hue of the second sweep, the silver dial and the sharpness of the dauphine hands, in a world where everything screams at you, sometimes speaking softly is a quality of its own. I do agree with one thing - this understatement sells poorly in the “under 40” crowd. JLC has a bit of an old aristocrat image ;)

[@castleincorporated]

Ah I finally found my watch.

[@patrickjean-philippe7679]

Perfect ! Well said…

[@joyap3378]

However jenni, JLC’s understatement IS the greatest thing to us!

[@jukebox1794]

You missed a comma after however.

[@arbiterofreason2068]

@@jukebox1794 You are a grammar legend! All hail the legend as he is surely better than us all XDDD

[@uga.d4173]

Good point. Watch nerds generally like getting PP quality at Rolex prices.

[@joyap3378]

juke box I am so sure that I can do better in your language than you in mine darling

[@AlinFlair]

juke box and you’ve missed 7 y @ home.

[@robinosborne266]

My late father was a watchmaker and he specialised in Rolex and Jaeger-LeCoultre and he had the view that Rolex could not hold a candle to Jaeger in terms of quality and innovation. As a consequence I grew up with not only a deep respect but also a real love of Jaeger watches and have several in my collection, all of which I truly love. I also have Rolex, Cartier, IWC, Glashutte Original and Zenith in my collection and I can honestly say that the Rolex’s are my least favourite based purely on the grounds that there are so many of them around, their ridiculous prices and not forgetting the number of copies circulating. They are mass produced products (in horological terms) I honestly believe that whilst Rolex are a good watch they are truly where they are because of incredible marketing and their jewellery aspect. Great video as usual.

[@ivanoschen]

Your view of “quality” is quite limited. There are a few aspects of “quality” in terms of which JLC couldn’t match Rolex.

[@robertlevy4720]

@@ivanoschen hi ed...with all due respect it is my opinion that Robin knows what she is talking about...don't get me wrong. I love Rolex...and as a high end brand they are great, but while Rolex is the king of marketing, JLC is the king of watchmaking...all other things being equal

[@robertlevy4720]

Please let us all know what aspects of quality in which Rolex will surpass JLC.

[@robinosborne266]

@@robertlevy4720 That was my late father’s opinion. Don’t get me wrong he loved Rolex for their relatively “bullet-proof” design and simplicity. He completed courses at the Rolex training centre and was a proper watchmaker rather than just a replacer of parts. He always loved the care, innovation and variety of JLC movements compared to most other brands. Rolex are (very) good but when collectors start paying thousands of pounds more for a watch where the only difference is the colour of the writing on the dial you do have to question the whole situation. Rolex stick to a relatively small number of movements and produce them almost in “mass production” numbers then use them in many “different” watches. By the way I also love and own several Rolex watches and love each of them but I feel that my JLC watches are just better.

[@ivanoschen]

@@robertlevy4720 the reliability of Rolex movement is better than JLC. And that’s only one of the aspects

[@adamwijemanne4225]

The fact that she pronounces every brand name correctly is so lovely.

[@thomaskroon9213]

I have a couple Jaeger's. My favourites are ultra thin perpetual and an older memovex, sometimes I feel like jlc is the best watchbrand that nobody really knows about. And wouldn't mind keeping it that way :) lol. No hype here, just correct pricing and good service.

[@kurtkurt3626]

Thomas Kroon the ultra thin perpetual is also my favorite watch.

[@tomchung3880]

Lucky for watch lovers like me who owns a few JLC's. A lot of watch owners do not know JLC supplies a number of their legenary movements to top makers like PP, AP, V&C, ... JLC should keep up the good work in maintaining low profile so their products are relatively affordable. Great value.

[@TomasLonga]

As a (proud) owner of the ultra-thin moon, I have to only agree with you. This the exact level, where higher-end watches shall be priced.

[@tarekz9992]

JLC is one of the greatest watch companies, period. They are also incredibly innovative with regards to movements

[@devondeswardt6239]

I agree with pretty much everything you’ve said, except that it’s a problem 😂 You’re spot on that the lack of emotional connection in terms of design is a major factor in why the brand hasn’t achieved the commercial acceptance of Patek etc… but I personally think that is a big part of the appeal to the many fans of the brand. When I look at JLC I feel as though I’ve found a hidden gem; it’s like the watch nerds little secret that we can appreciate without the mess and fuss of the worlds opinions. Also, I feel that the “perfection” of the designs is perfectly in line with the companies ethos. JLC is a group of true horological engineers and the designs reflect that. I like that about them 😊

[@ongkenyong]

What you’ve pointed out as a “serious problem” is the reason why I bought my JLC. I really like that it is uncommon to find fake JLCs floating around in China. Also I appreciate the fact that I do not see thousands on display at the pawn shops outside Macao casinos which would greatly cheapen the brand for me.

[@midas1929]

Ha ha, great comment. I see it exactly like you.

[@mjz5254]

Racist much?

[@walkerb1734]

I own a JLC Geophysic 1958 limited edition and wear it every day. It may be the perfect watch. And I say this as someone who owns others from Rolex, Patek, AP, Omega, ALS, etc. Once again, another great video Jenni!

[@maximejouve8770]

You've just made me so curious about your watch collection !!

[@berntanders]

That IS a stunning watch!

[@brianrdetweiler]

That one's a beauty for sure.

[@majorkickstart]

Redamancy 1 interesting perspective, I have a geophysic 1958 LE as well and have been thinking about selling it as it’s not getting much wristtime! :)

[@Fischi4711]

admiring my Geophysic while typing. How beautiful it is and no date window spoiling the symmetry.

[@AGWatchesAndGear]

Easily the best horology lady out here. I've seen others but they all looked like they were reading scripts, had no knowledge and are doing this for money. Keep up the good work, Jen!

[@lucioledizerot196]

My thoughts exactly about the other female content creators.

[@Super3xtr4]

why make it about the gender? This is one of the top 5 best watch channels on you tube right now

[@uga.d4173]

@@Super3xtr4 Because watches are more or less a "Men's Club". Most content creators will tell you their viewership is 90%+ male. It's nice to see a female in the hobby and I think it's appropriate to acknowledge, as you've done, when an atypical participant holds their own (if not outperforms) against status quo players.

[@Super3xtr4]

@@uga.d4173 yes so it's way more impressive to be one of the best youtube channel's for watches, then being only the best female one, when there are only 5. And she's is one of the best of all of them, in my opinion.

[@uga.d4173]

@@Super3xtr4 Agreed.

[@tedmanasa907]

I Lusted after a JLC for years because of its incredible value for money when compared to the big four. Then my wife got me a Master Calendar Meteorite four tenth anniversary. It is fantastic. When I see people with a JLC, I think of perceive them as someone who knows watches. Great video!

[@brynt82]

In my opinion JLC’s few distinctions from other watch labels is the reason why I love JLC more. I find JLC’s branding strategy is exclusivity. For me, I prefer to have a timepiece with impressive histories behind, and should only known to every watch enthusiasts only. I had my first JLC timepiece in 2017 and I purchased it in their flagship store. It was a great experience. Looking forward to get another timepiece from them. I prefer to have JLC than a Rolex. I have Rolex timepiece too, and I have been observing their movements with JLC for three years now. Performance wise, JLC is way better. Quality equates luxury and JLC has it

[@muhammedkhasru6524]

Agree. I have a JLC and a Rolex too. JLC is more elegant in look and better in performance.

[@pamtnman1515]

My grandfather’s 1960s Patek came with an original JLC movement. That said it all to me

[@Sollybeteshrace]

I just bought a master compressor GMT, I have a very healthy collection of watches, and I never seen something like that compressor GMT from JLC, it’s totally different, especially the crown thing, I took it to my watchmaker for inspection before I take it into the water, he open it, and he look at the movement for a few seconds then he’ll look up to the roof for another few seconds, and then he looked at me in the eyes and told me: this watch would last your lifetime, your son’s lifetime and your grandson lifetime, marvelous watch !

[@mtbnl39]

I'm afraid you couldn't be more wrong Jenni. Brands like Greubel Forsey, F.P Journe, JLC and similar just do things their own way. They make watches for watch-lovers. Not for people who want a watch just because it's being seen as a social status symbol to enhance selfconfidence. But because of what it is. A fantastic watch. Maybe you don't like some of the JLC models, it's all subjective taste. They don't spend millions on marketing, or at least not as many as Rolex, Patek Philippe or similar brands. The reason why so many people want to pay overprice and grey market prices up to 2-3x an already overpriced watch, ie. many Rolex and PP models, is because of the marketing and hype some brands create around their watches together with AD's. Combined with a false lack of supply which is solely to increase hype and interest. You buy a Greubel Forsey, F.P Journe, Konstantin Chaykin, JLC and so on for the watch. For what the watch makes you feel. For the craftsmanship and history. Not for the social status symbol it apparently is to own a Rolex GMT Pepsi/batman or a Patek Philippe Nautilus etc. So no, JLC doesn't have any issues. They are doing more than fine.

[@adityaudhani4386]

Greubel Forsey have their tourbillon watches. FP Journe have a design language of their own which is very very easy to differentiate from other watch brands.

[@Super3xtr4]

not sure why you think JLC´s are even midly in the same category as F.P Journe

[@85rabih]

Martin B jlc is crap no identity no dna. All watch brands compare to patek which makes them number one. Patek made history with their patents as watches and set the trend. No one can argue about pateks finishing which cant be compared to jlc. Only way to compare patek is lange. Jlc is great movement maker but as a whole watch it simply failed bigtime and if they are doing fine as what you’re saying then their prices would be up there like vc ap and lange. Journe is different as its an independent watchmaker so you never know if the company will stop/servicing issues etc so there are downsides for independent makers but they do offer some uniqueness thats all

[@85rabih]

Super3xtr4 exactly! Better off with an iwc or blancpain

[@soton__1792]

85rabih JLC is crap? Shows how little you know. Whilst they are not the best, they are certainly not “crap”. Only an ignorant troll would call them that, even if they do know about JLC’s history. You don’t need to like them, but their place in the history of the watch industry is undeniable.

[@arbiterofreason2068]

To be fair JLC is my favorite brand and the reverso was last I thought of lol. Master 8 days, Master grand Memovox and reserve de marche were first to come to mind.

[@arbiterofreason2068]

Oh and I absolutely hate the fact that a brand like Rolex is higher on peoples list than JLC. Their best complication is an annual calendar and yet they're a bigger brand than VC or JLC. I would wear a Rolex as an everyday beater but they are so over priced and yet not even hand made...

[@seanaldmcseansington]

@@arbiterofreason2068 I agree. Besides ALS and VC JLC is my fav brand. I would get a SS rolex DJ or a CArtier for everyday.

[@arbiterofreason2068]

@@seanaldmcseansington I'm going to buy a Santos soon actually lol I'd like a day date because my work offers me freedom and I work 7 days a week (I literally don't know what day it is sometimes). Rolex just don't offer the complication That I need without having to walk around with a solid gold watch hanging off my wrist. Also if they made an ss day date it'll just cost 15 k anyway.

[@seanaldmcseansington]

@@arbiterofreason2068 I have a Hamilton Khaki with the Day Date complication and I love it. Obviously not on the same level but solid Auto, Steel, with the complications I want for 650CHF :P I love the Santos! Great choice!

[@arbiterofreason2068]

@@seanaldmcseansington I wear my Seiko skx most days lol The Hamiltons are nice, I like their history!

[@DNGJustSnakes]

I have recently grown a huge love of watch making and plan on making it a hobby...I am a retired auto mechanic that can't afford a Jaeger but I will say. As a mechanic and having an absolute love of mechanical things and high end engineering, JLC put everyone to shame with their amazing complications. As soon as I can find a broken one to repair I will be owning one...

[@herfelineeyes]

I hope you will achieve your dream! 💜

[@seanlynch5418]

I absolutely love the fact that people in general do not realise that JLC is equal to Patek except for the price tag. I absolutely love my reverso squadra hometime and I got if for a steal. For me, people who buy Patek and pay full price are suckers who do not dare or can think for themselves. They are the same people who buy a BMW instead of a Lexus, because their insecurity demands it. JLC is for the independent thinker, the individual who is not a slave to public opinion.

[@bakewithyensingapore6341]

I totally agree with your comment. You’ve said better what I wanted to say.

[@Speed_7545]

@@albundy3929 Can you read? He clearly said he owns a JLC 😂 I don't think everybody buying a Patek at full price is a slave of public opinion however. Pretty dumb thing to say honestly.

[@user-wi9nn6dz8w]

One aspect in which JLC does not match up with Patek is the finishing of their movements. Other than that I agree.

[@MybeautifulandamazingPrincess]

Couldn't agree more, JLC, Blancpain and Breguet are on the same level as the holy trinity. I absolutely adore my steel moon phase Reverso And hot take: Cartier is definitely high horology imo

[@Icedout911]

I own the JlC Master Thin Moon. A beautiful dress watch. In my eyes only Patek or Lange operate on that level but are way more expensive. It’s not a brand for people who want to compensate, but for people who hold watchmaking in high regard. I wish they would offer more distinct models like you said.

[@bighands69]

People are not buying Rolex to compensate. The vast majority of watch buyers with the money want quality and brand recognition helps that. Everybody knows what a Rolex, Mercedes and bottle of Coca Cola is but few people would know what a Jaeger-Lecoultre Tourbillon is. If you asked somebody that on the street they may smack you and walk away.

[@patrickjean-philippe7679]

Exactly ! JLC is not for people who want to “compensate”.

[@patrickjean-philippe7679]

Many people buy Rolex because they want brand “recognition” as they want to be seen or known to be wearing a Rolex hence being associated with the image Rolex represents i.e. wealth either real, imagined or aspirational. That’s a way to “compensate” to get people to notice… I may be tagged as “wealthy” or “high net worth individual” at least by my bankers but I don’t want to show it around but rather the contrary. I hide it. So I wear a JLC rather than a Rolex. Only the real watch will know what I wear whilst the masses will not.

[@GlobBucket]

The Master Thin Moon is, to my eyes, the perfect dress watch. It stands next to the Lange One and the Calatrava, easily. And the former selling at a quarter of the price of the latter, it's a huge win!

[@harcotelindert]

Ask Tim Mosso, he's the biggest JLC fan out there I believe

[@mikemush9741]

I've watched so many Tim videos that I know his entire script...."Hi I'm Tim and thanks for logging on. Today we're talking about the JLC Master Ultra small seconds. At 39mm thick with a delightfully wearable 45mm lug to lug I can endorse this watch down to a 13.5mm wrist....."

[@PartisanPapa]

It’s sad that it takes gold-tooth rappers 🤮 to establish brands these days.

[@carlitobrigante330]

Very.

[@jordangoggin1320]

Plus the fact they ruin those timepieces. It really bugs me when they wear 2 watches at the same time. So trashy!

[@Hans-Georg_Buddne]

@@jordangoggin1320 That's the reason why i would never buy a Rolex

[@patrickjean-philippe7679]

And studded with diamonds, bling overdose !

[@tonylittle3508]

Sigh. Everytime I say to someone that I have a longing for expensive watches that my financial situation cannot entertain, they assume I want a Rolex.

[@garysmith1477]

I have two Jaeger LeCoultre watches in my fourteen watch collection. Reverso Grande Date Eight days and Master Control Hometime. I couldn’t imagine not owning these pieces.

[@nicolasleroy5138]

For once we see a German person who pronounces the brand’s name properly haha. Keep up with the amazing work!

[@JenniElle]

It's been a challenge :-D!!

[@itsallrobbish]

Nicolas Le Roy good point, but she later knocked out a few yagers later on. Beautifully presented. I fancy a JLC, now.

[@nicolasleroy5138]

robert bishop haha yes I spotted them, still a good effort though ;)

[@robertschmidt9584]

The outtakes at the end are the funniest!

[@arbiterofreason2068]

Nobody can pronounce it XD

[@nuprophett]

I have always loved watches. That is something that I inherited from my father. Only recently, however, have I really begun to dive more deeply into the world of horology. When I discovered JLC, it was like meeting an old friend. I knew that it was the watchmaker for me, ironically, for exactly the reasons that you describe as disadvantages. For me, Jaeger-leCoutre represents mastery and tradition, and a dedication to craft for its own sake - not for pomp or recognition. At least, not outside of the circles where the nuances of craft are understood. The simple, understated elegance of their designs is also something that deeply resonates with me. Amusingly, one of my little secret fantasies is to be out somewhere and have a “brand name” watch wearer try to wrist shame me while I smile to myself with quiet amusement. I don’t know why that idea amuses me so much, but perhaps it will give you some insight into why at least one kind of personality sees value in a JLC just the way it is.

[@Fischi4711]

True story - A guy once asked me: "Is this a Daniel Wellington?" :-)) During summertime I wear the Memovox and 1958 on cheap but comfortable Nato straps - so he was mislead a little. Not everybody should recognize the watch I am wearing - there are too many jealous people in Germany. I want to enjoy my watches for myself, I don't need to please others.

[@johnsports32]

I think it’s simple, the reason you don’t see as many people wearing JLC is because they are known for more dressy pieces. Let’s face it, sporty watches are the driving force in the watch industry today. I for one, can’t wait to purchase a Ultra thin moon.

[@arbiterofreason2068]

Steel sports for daily beater, Something like a spring drive for parties and holiday and complicated 18k dress watch for formal :)

[@Blatamie]

But when they do a sporty watch. . . Yum!! Polaris Chrono is my current dream watch

[@arbiterofreason2068]

@@Blatamie I actually hate it lol. Glad you like it though :)

[@bighands69]

You are not an average watch buyer who has money that walks into a store and buys. Most will recognise what a rolex is and then learn about it. JLC do not have that brand recognition so it means their business has issues over the long term.

[@patrickjean-philippe7679]

Whilst Rolex has become the loud watch for the masses, JLC targets a very different more discreet, intellectual and sophisticated crowd.

[@JeffreyThreat77]

I've been considering a JLC over an Omega. This video has actually pushed me further in that direction. Thanks, Jenni.

[@JASVINDER1957]

I love ❤️ JLC ultra-thin. I did bought one from JLC in New Delhi, India. You spoke so nice things about the company and showed the watch on KZbin I was so impressed. End of the day now I’m one the owner of JLC Master Ultra-thin steel moon and date function with dark blue dial. It has black crocodile leather strap. Thank you for your beautiful videos with detailed explanation.

[@AamirTime]

Thank you for taking the time to make the video Jenni. I personally love JLC. The history, heritage and horological significance of the company is outstanding. The engineering is solid and finished to perfection. They are the watch maker's watch maker and long may that continue. As for branding, that cannot last without quality or class, and JLC has it in spades. I hope to get a Reverso and Ultra Thin one day that I can then pass on to the next generation....as they should be.

[@bartblommerde550]

The argument of JLC being a one model (Reverso) brand couild also be made for AP (Royal oak) and to a certain extent to V.Constantin (overseas). And these are the brands you should compare to JLC, not Omega, Rolex and Casio.

[@bighands69]

Vacheron and AP have their own issues in that they are not as loved as Rolex or Patek even though they like JLC are of immense quality. And the same applies to Girard Perregaux that very few people seem to respect. I think the issue is that Rolex is a brand everybody recognises and Patek is a brand that is considered the most high end (subjective). If JLC was to slimline their product offerings and offer great watches at a great price they could easily build their brand image but it takes time.

[@manuel_winde]

For me AP is a one watch brand and the only modern omega I have any interest in is the Speedmaster. JLC have the MUT, Reverso and for me the triple calendar moonphase along with the Polaris offer far more options that I would want and diversity than many other brands.

[@joecostner2608]

all the Rolei look alike as well.

[@blackmantravel6954]

When you wear the JLC you’re a successful person who is very humble. You shy away from the spot light.

[@Guitarorpheo]

I had no issues naming a few JLC's: the Reverso was an easy one, but also the Master series (Master Control Chronograph), the Calibre 101 (the smallest movement there is, thank you Watchfinder), the Memovox series (polaris, mariner, timer). I am actually saving for a Master Control Chronograph. Triple calendar complication, blued screws and hands, moonphase, gold engraved rotor, Geneva stripes on the bridges and rotor, chronograph with column wheel. Ticks all my boxes.

[@davec3651]

One of my favorite brands, thanks for talking about them. Part of the charm is that they are not mainstream. That aside I own a Geophysic True Second, and obviously I did buy it for the movement. But also I love the dial design, finishing, quick change bracelet option, and it was a limited edition blue dial that pushed me over the edge to buy. I personally feel part of JLC's problem is not having a true everyday sporty model that has been a hit. They tried with the Polaris line, but frankly the design has not been that appealing. They seem averse to putting screwdown crowns, which tends to be a favored option these days. And they are not known for great bracelets, most pieces coming on straps. I really feel their everyday wider appeal suffers for these reasons. Where is their dive watch? The Compressors were very cool. Also people may be intimidated by the daunting name ;)

[@jcjc6306]

Check out the new polaris bracelets, very well done...

[@davec3651]

@@jcjc6306 yup it is a nice bracelet. But not among the best out there. I do like that quad trigger clasp with the micro extensions, same clasp on my bracelet. But most models are meant for straps, very little bracelet game going on at JLC. And incidentally most of both their straps and bracelets are sourced externally from makers in France. Does not mean they're bad, but they're also not products of JLC. They are truly a watch manufacture, as in just the actual piece itself.

[@LMGLUDA]

I completely agree with the lack of a good sports model. They destroyed the Master Extreme line, with the Deep Sea Memovox and the Deep Sea Chronograph to keep the Polaris, which looks nice on the pictures but doesn't make you feel anything once you have them on the hand, they are just boring as a sports watch.

[@bighands69]

Rolex are not mainstream either but they do have brand recognition like Mercedes or Coca Cola (mainstream).

[@patrickjean-philippe7679]

I wear my JLC Memovox Tribute to Polaris 1968. Do you find this type of watch boring ?!

[@sanghoonlee5171]

I think JLC fans love the fact that these watches are statement pieces only for the right eyes. To me, JLC Reverso is the ultimate daily watch that pulls off the perfect balance between understatement and a statement. But I do agree, from a marketing perspective, that JLC should make their Master collection a bit "quirky" so it becomes memorable to the general public.

[@timzilli3650]

Just bought a Polaris Memovox today and I am totally in love with it!!

[@NESSam-cg1qv]

I’ve just entered watch world and have two Cartier and two Rolexes. I love them but when I tried on the JLC ultra thin moon black dial I was mesmerized. I will shortly buy it and think it is so beautiful. It holds my attention more than any other watch I’ve seen.

[@fettlemaster]

Love the brand for many of these same reasons. It’s a bit under the radar. This also leads to some fantastic second hand deals. Purchased my Master Grande Memovox at auction for about a third of its new price and it is a fabulous looking, highly complicated piece.

[@TheMongoFilms]

Ive had a JLC Polaris for years now, and I wear it always, everyday. It is perfect for literally any circumstance. It shines when being dressed up, but i've also went swimming in rivers and done construction work with it. Its a watch that completely flys under everyone's radar. Most people don't even know about JLC, but then the people that do, they know and respect you for having one. All in all I can recommend everyone to buy JLC!

[@24934637]

Absolutely love your videos! Informative, impartial, varied, interesting and reliably fun to to watch. Your enthusiasm for watches comes shining through every time. Thank You!

[@sickboy4029]

My JLC Polaris on a bracelet is one of my favorite pieces in my collection, and it’s gotten me more compliments than my Rolex, Omega, Tudor, etc.

[@erwinwong5936]

IMO, it is exactly because of the minimalist design of the JLC that makes me fall in love with it. I cannot call myself a watch collector/enthusiast but I generally know the popular luxury watch brands and their respective signature models and to me the model that comes straight to my mind when I think of JLC is the master ultra thin moon. I would associate JLC as the brand for people who are into luxury dress watches and wants to wear a watch without garnering too much attention. Before watching your video, I didn't even know that JLC is known as the watchmakers' watchmaker and now I think I've fallen even more in love with this brand. Can't wait to go watch shopping for a JLC next. Also great video about JLC, I look forward to watching more from your channel! :)

[@alecc4006]

Stealth wealth, that’s one of the main appeals. I think master ultra thin range is relatively well known especially the MUT moon. I also don’t really care so much about recognisability for dress watches, which they are mainly known for

[@dorkflassbury1164]

Thank you. Very interesting thoughts and I think you're right. Also, I liked how you pronounced "Jaeger". As an engineer, I love JLC and I wear a watch because I know how much effort, thought and knowledge that has gone into it and wearing a watch that is not instantly recognizable is a plus in my book. It gives immense satisfaction to wear a watch that is both aesthetically and mechanically beautiful.

[@shankhambata4547]

Interesting stuff Jenni. I somewhat had the same flux in feeling before buying my Polaris Chronograph (and before I watched your channel) - buying a watch that has no recognition to the masses. Ended going with gut and I absolutely love the watch for everything it stands for, plus the fact it's actually a modern yet classic timepiece, that most people don't tecognise. Your vlog on the alternative to Rolrx Submariner referencing this (only wached it after I'd bought it), just rubber stamped it for me. Love your channel!

[@byrong1561]

The world may be falling apart as we know it, but least we can rely on Jenni to provide some premium watch content to keep us all entertained. Many thanks

[@reniersoto6257]

There was a period in the mid 2000s where JLC went a little off the beaten bath and created a whole line of unique, sporty watches. They were the master compressor line. While some watches in the line were VERY polarizing, I appreciated JLC going out on a limb and trying something new. Some of those watches from that line are semi-collectible now. They even made a “rugged” tourbillion!

[@ChibaCityBlues]

I just love Jaeger-LeCoultre. The design is so elegant and the lack of brand recognition compared to Rolex/Omega is fantastic. Also that it is not one of the big three is a plus. It is pure understatement and sophistication. To me that is quite amazing.

[@jensbarslund9924]

I personally think that all American youtubers dealing with watches should be forced to watch this particular video so that they could learn to pronounce the most common watch brands correctly. You Jannis have made an effort to pronounce all the names correctly and that is one of the reasons why I love your videos. When you make an effort, the product just gets better

[@rolanddavoudikia3125]

Hi Jenni, great video! Any watch enthusiast knows where Jeager-LeCoultre ranks in the luxury watch brand hierarchy. As a watch collector, I own a few Rolexes and other pieces; I also own a Reverso as well as the Master Ultra Thin Small Seconds. I love all my watches, but none feel as special as JLC. As you pointed out, they’re as close to perfection as you can get. I think the fact that some may not know about them makes them more special and adds to their element of exclusivity. I enjoyed the video - keep it up!

[@btmontres1423]

I love JLC and the high watchmaking standards they pretty consistently bring to movement design. I suppose this is just their sweet spot but in other design decisions like casework and dial design, it's hard to fault them for not doing some wonderful comprehensive designs like Reverso 1931/1948 and the sector design Master chronograph. Sorry, but I can't find fault with this company even if I do agree with your assessment about branding and watch design. It's just that if you've gotta have priorities, JLC just might have them in the right place. And one more thing - It's incredibly difficult to design a successful watch. Thanks for your reviews and thoughts on this, I always look forward to all your reviews and opinions.

[@karbonkevin919]

My two favorite watch brands are JLC and grand Seiko. Both for the history. GS for the Movements. JLC for their Vintage Watch Design.

[@peterkalberer]

That‘s why I love my JLC: Perfect watchmaking, great design (Ultra thin moon), not a show-off watch and comes from such a beautiful location. Perfect for me.

[@Maloscastel]

great movement, wonderful watch 👌

[@MaxVandewiele]

First of all, I managed to come up with 2-3 JLC’s no problem (Polaris, Geophysic, Master Ultra thin) and no that last one is because soon I may have one. Jaeger-LeCoultre is a brand I think for people in the know without the wallet of a Patek Philippe buyer. (And yes, I know they have their Duometre) Jaeger-LeCoultre also manages to deliver high quality finishing for the price tag. Other brand watches with a similar price just look cheap irl imho. And yes Jaeger-LeCoultre may not have the mass appeal of Rolex, Patek Philippe, etc... but that’s a good thing I think. Everytime I see someone with a Jaeger-LeCoultre I’m like: he/she knows what’s up.

[@jcjc6306]

Omega does pretty well too..

[@bighands69]

99% of people could not tell you about JLC or Patek or Girard Perregaux.

[@patrickjean-philippe7679]

And these are the epitome of watchmaking… together with Vacheron Constantin, François-Paul Journe, Lange & Sohne and a few others.

[@vatasalgupta]

I booked a Polaris just an hour ago :D what a nice coincidence to have a video on JLC :)

[@soifranc]

I love the comprehensive analysis, starting from the history, the business ownership, accumulating in the design, etc... Very well done. Subscribed.

[@cde3879]

Thanks for the video! I'm someone who owns one - a JLC Master Ultra Thin Reserve De Marche. It was a complete curve ball for me as I went into the AD to buy a GO PanomaticLunar, having tried on many JLCs without too much of a bond. But this one jumped out at me, just as I was about to pay for the GO. I put it on, and it instantly felt right so I walked out with it instead. The complications given the case thickness are incredible and I love the fact that there's an superb piece of workmanship on my wrist that 99% of people won't have a clue what it is. I've also never seen another JLC in the wild so it feels like my own little secret!

[@IULENZA]

The watchmaker of watchmakers! Amazing brand with lots of history, i'm planning to add a Duometre to the collection one day!

[@Fixstern16]

If you want people start to talk first about your watch and then with you, then buy a Rolex. But if you'd rather have it on the other way around, then buy a JLC and be silence in love with your watch.

[@deansteward79]

I bought a JLC Polaris Blue as my first luxury watch and I absolutely love it.

[@jordanzhao1]

i think with all the "serious problems" that you stated, its actually what i love about this brand and the design of their watches. It is classy, simple, it goes with every outfit, you can wear it anytime and most of the people probably won't know what you are wearing and you know THAT is ok. I think JLC is perfect for people who don't want to wearing something for other people to see, to show other people their states, but simply enjoy the watch themselves as they/the owner of the watch knows, this is something truly special.

[@johannespiritu]

I have two JLCs in my collection and honestly, they rank among my favorites. They are alongside Rolexes, AP, PP, VC and a lot others. I somehow feel like I’m wearing something special with the JLCs. It’s like “I know something you don’t” as it’s not the usual luxury that the wider market recognizes. Also, whenever I see a stragner wearing a JLC, I know that person is likely a watch nerd too. I’ve had a lot of gret conversations with strangers when I chat about the JLC they’re wearing, and vice-versa. :-) I can also name five JLC models. Haha! :-D

[@bighands69]

They are wonderful watches but they do not have the brand or infrastructure that Rolex has. You can get Rolex dealers everywhere but not JLC. Now in 25 years time we maybe having a different conversation.

[@will6117]

I also want to add about the pricing, nowadays overprice stuff create hype. The reverso is still considered affordable compared to nautilus, royal oak, submarine, daytona. If they were to restrict the supply of some watches, up the price n follow the game, they might create a hype too. But I certainly hope not cuz reverso is my next target❤

[@davidimannueldana]

haven't own one yet, but i really like their no-date polaris model

[@brucerjd6797]

I love my JLC Master Calendar. I bought it after owning some better known watches for a few years and realising that I had made those purchases without really understanding what fine watch making is. After reading and reading and reading for many years about watches before buying it, my JLC represents the best watch in my collection and it is further enhanced by the fact that it is not recognisable. It is under the radar. A fine watch for it’s own sake. I do not find it difficult to have an emotional connection to.

[@nathanielross8232]

The Ultra thin the blue dial is near perfection. Had a manual wind one from 20 years ago. The quality was off the charts when you examined it closely.

[@BARYOAVI]

Hi, you forgot to mention the MEMOVOX and the POLARIS, I love their watches and for sure will add some more to my collection, meanwhile buying Rolex 🙃

[@Exiled_Rouge]

"A watch for everybody is a watch for nobody." Wow, that hit hard. Until you said it I didn't really have a concrete idea of my reluctance toward JLC. I admire their watches, and yes, a Calander Reverso can be a stunner. However, I have been more intrigued by VC, IWC and Muller than JLC. Even lower tier pieces from Omega, Breitling or Tudor tend to have an inherent draw some JLC's lack. Great video. Just discovered the channel.

[@samuelgallegor411]

Hello Jenni! I discovered your channel a couple of days ago, and definitely have fallen in love with your videos! (I have already watched all of them, they are that good); I really appreciate your clean, straight forward format; your charisma and unbeatable charm make your channel 1000% better. Keep being yourself! And please…by all means… keep blessing us with your videos!! The greatest wishes for you and your family from Colombia, South America!

[@walterking5453]

I Gotta say I really like the finishing touches to the JLC program you’re done and you were excellent thank you very much

[@lachmanubabani5582]

You have provided a clear understanding of a misunderstood brand JLC is truly a wonderful well made watch I own the Grande Duo Reverso Sport SS and Master Ultra Thin Perpetual Calendar RG and they cover all the different styles to dressing. Thank You for your crisp presentation.

[@human91319]

Yoooo I'm glad you posted!

[@imanbio]

It's understatement is its very statement. JLC is high quality without marketing fees. Perfect for me

[@Emwest84]

*Its understatement is its very statement.* Well said!! Love this.

[@oahuhawaii2141]

I recall the set of Jaeger-LeCoultre tourbillon watches called Hybris Mechanica. One watch (Grande Sonnerie) has the ability to play the Westminster chimes using its specialized "tower" mechanism. Another is filled with many complications. And the third watch is a Reverso. When I think of JLC, I think of that set.

[@johnnychin]

The Master Ultra Thin Moon Enamel and the Master Ultra Thin Réserve de Marche has always been the models that I admire greatly from JLC.

[@charjanto1996]

Bought my grail last year- JLC Reverso Duo medium - the best watch 😁

[@JakeAikens]

Say what you want, I can see JLC models in my head. Reverso, Master Control (Master ANYTHING really. I'll have one of each, thanks), Ultrathin... to name a few. And the idea that it's niche and not a lot of people have them in their collections just makes it more desirable to me. After all, I don't buy watches that make other people feel things. I buy watches that make ME feel things. My .02

[@NHBob1959]

I purchased my Reverso in steel and gold in 2002. It was the first time I had seen a JLC in person. Just holding it, and admiring it I could tell it was a special piece of art that is unique. I like the classic rectangular case, and the fact that it's off the beaten path. My first "luxury" watch was a Navitimer I bought in 1999. One of the reasons I bought that was because it wasn't a Rolex, but more importantly because of the brand connection to aviation. I still own both watches. I only wear the JLC for special occasions now and wearing it is in itself a special occasion.

[@raymondbailey1970]

Love this ladies smile its on time every time.

[@Neonregenesis]

I immediately thought of the Gyrotourbillon, Duomètre à chronographe, and the Reverso. It’s not because you can’t think of many models a brand is irrelevant, it’s simply not iconic to you because you aren’t their target.

[@Carefreeblues]

lijuz mntgfdhbewrqthvnukz,luizhtxs That’s somewhat the point, AP isn’t targeted for me as well because I can’t afford it but I can name the ROO off the top of my head as a watch that is synonymous with AP.

[@maudias]

I can name a few, and I’m a proud owner of a Master Ultra Thin Moon, but this doesn’t change the fact that everything else she said is true. They are actually facts. As a brand, they are failing to be recognized as a “watch” maker, not only a movement maker. They aren’t as desired by the public in general as AP or Rolex. Even if they are purists and only target an specific audience, as a company, as a brand, I’m pretty sure they want to increase their business and be as successful as other brands. Am I wrong? The only part of what she says that can be questioned is when she talks about design, about “empty canvas”, because those are opinions and everyone is entitled to their own. But the rest, cold facts, unfortunately.

[@Carefreeblues]

Mauricio Dias The Polaris is proof that JLC wants to be more mainstream but not doing a very good job at it. Like Jenny said, other than the Reverso nothing in the JLC line up truly stands out to the more casual watch enthusiast. Unlike Rolex and Omega, my grandma and her neighbors can name the Datejust and the Speedmaster! :) The whole moon watch thing is a little overplayed but it works! JLC needs to find their moonwatch.

[@patrickjean-philippe7679]

JLC Moonwatch is the Reverso but even though, JLC cannot be for the masses who chase loudness like Rolex has become. JLC is for people irremediably and unapologetically attached to a much more discreet elegance which oozes class under the radar.

[@domenicpellegrino4907]

Enjoying all your reviews Jen! I’ve had about every watch brand out there and before I retired, I enjoyed my JLC and Patek as dress watches. I now much prefer my Rolexes and Omegas as sporty pieces since I’m no longer in a suit and tie.

[@hugojimenez3324]

JLC watches are of incredible quality and craftsmanship that’s evident by a glance. You see a Master Control, a Reverso or an Ultra Thin and you know you’re looking at a quality watch. Someone doesn’t have to know it’s a JLC on your wrist to know it’s an exquisitely crafted timepiece. Plus, with JLC, unlike with Rolex, you’ll never have to worry about people thinking you’re a show off or wonder if it’s a fake. People just see a beautiful, high quality timepiece, and that’s the best selling point of the brand.

[@MrMercSoldier]

I disagree about your dress watch for everyone argument. I see the ultra thin moon phase as the perfect way for me to (eventually) wear a low key dress watch that no one thinks is special other than me. If I were to walk around with a date just, anyone that knows anything about watches would recognize it immediately. There is value in low key perfection.

[@mrbacchus6127]

The thumbnail is a little aggressive. Looks like you're saying "come at me" lol

[@duanehicks1960]

Love my Reverso! Was told by a wealthy collector pretty much what you said about getting a PP for the price of a Rolex. So glad I took his advice......

[@aleximd9244]

I have 4 jaegers and I am fond of them. I bought them for the brands solid image knowing that they are making everything themselves. I agree that they are very conservative in matter of design. Cheers

[@bighands69]

Rolex makes everything them self.

[@aleximd9244]

@@bighands69 yes I know even the zenith engine was themselves. And the recently aquired saphire factory and recently bought caliber factory. All themselves. Books .....

[@giuseppecapilli4914]

Rolex, Patek, AP, capitalize on human stupidity, JLC and also Vacheron, appeal to human intelligence and good taste. Of course stupidity prevails. JLC does not have a problem, people have a problem, and that is good for real connoisseurs. Great video, thank you.

[@Dylan-xj8tb]

"The brands that I dont like for no logical reason other than being far more successful in every way are stupid while the brands I do like arent stupid" That pretty much sums up your ridiculous comment.

[@abhimawa1]

Thank you for the well-presented video. Some came to mind: 1. Too safe of design (and pricing) 2. Name that is hard to pronounce (or confusing to say?) 3. Too greedy to grab the every single type of watch model. Somehow, I suddenly think of F.P.Journe, though. Of course, it is more desirable (pricing). By the way, when picturing a JLC in mind: it’s the Reserve De Marche (not Reverso)

[@SN-qj4zm]

When you wear a JLC nobody knows youre wearing something special. I have mine since 2016 and it stil puts a smile on my face when i wear it and look at it.

[@patrickjean-philippe7679]

I got my JLC Memovox Tribute to Polaris 1968 in 2008 and 13+ years later I am still smiling looking at it or when the alarm rings for my wake-up call. JLC are meant to be timeless, discreet and ooze class whilst remaining under the radar… I love them.

[@DJInsight21]

Polaris, Reverso and master calendar immediately leapt to mind. But I've been perving on them for a while

[@dannatwo]

James Wheeler lol same

[@bighands69]

To you guys those are the watches that you can easily name but that is not the same for casual middle class watch buyers. Most could easily name you Rolex but few could name you a JLC. I suspect the real reason behind most of this is that Richmound owns too many luxury high end watch brands that are all in the same space competing.