SIHH 2018: Jaeger-LeCoultre enlists Benedict Cumberbatch to front Polaris collection
The collection pays tribute to iconic 1968 Memovox Polaris diver’s watch
Over at Jaeger-LeCoultre, the mood was high and the energy was infectious. And why not?
There was the brand’s landmark 185th anniversary to celebrate; a new campaign dubbed “Made of Makers” to show off, and the launch of its new Polaris collection.
“Everyone is very enthusiastic about storytelling, but people don’t want to be told fake stories,” says Geoffroy Lefebvre, deputy CEO of Jaeger-LeCoultre. “Our story, ‘Made of Makers’, is really about authenticity and about who we are.”
Its biggest story was the debut of a new collection inspired by its iconic Memovox Polaris, a diver’s watch with an alarm function from 1968.
“It’s a tribute to a watch that was created 50 years ago. It’s also introducing a nice complement to our current range,” Lefebvre says.
“We did not have in our range a line that catered to the sporty, elegant man of today.”
Who is the Polaris man? It’s the man of motion – he’s an active, confident, successful man of the 21st century. Benedict [Cumberbatch] embodies that to perfection
To help promote the launch, the brand tapped Hollywood A-lister Benedict Cumberbatch as the face of the collection.
“Who is the Polaris man? It’s the man of motion – he’s an active, confident, successful man of the 21st century,” Lefebvre says.
“Benedict embodies that to perfection: he’s sophisticated and charismatic, yet understated.”
At the lowest end, prices start from US$6,600 for a Polaris Automatic, setting a new entry-level range for the brand. Prices go up to US$14,500 for a Polaris Chronograph WT.
The Polaris collection’s look mixes modernity with nostalgia. The dial features three different finishes: a Memovox Polaris-inspired sunray finish in the centre, graining on the hour track, and an opaline-finished rotating inner bezel. Dials come in two colours: black and blue. Super-LumiNova-filled hour markers and hands decorate the dials, a reference to the Polaris’ origins as a diver’s watch.
The majority of the models come in stainless steel and are paired with straps of leather and metal bracelet.
It is driven by the automatic Calibre 956, with a power reserve of 44 hours. It is matched with rubber straps.
The Polaris Date, too, features vintage-inspired design codes like the vanilla Super-LumiNova hands. It houses the automatic Calibre 899/1 with a power reserve of 38 hours. It is water resistant to 200 metres and comes with rubber straps.
The Polaris Automatic, a 41mm three-hand model, runs on the Calibre 898/1 and has a power reserve of 40 hours.
Its rose gold version is the only model in precious metal and is also the most expensive in the collection, priced at US$24,500.
Women were not forgotten, with new models expanding the Rendez-Vous family.
The pieces, all linked by a midnight blue colour theme, include new Night & Day versions in different sizes, and a Rendez-Vous Tourbillon.
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