Watches and Wonders 2023: Jaeger-LeCoultre CEO Catherine Rénier on why Anya Taylor-Joy and Nicholas Hoult are the perfect ambassadors, and why it’s important for the brand not to be intimidating

May 3 , 2023

Anya Taylor-Joy showing off the Jaeger-LeCoultre Reverso Duetto. Photos: Jaeger-LeCoultre

It’s been 5 years since Catherine Rénier took the reins at Jaeger-LeCoultre; since then she’s broadened the brand’s appeal through partnerships with artists, immersive exhibitions and more

The house was founded in 1833 but remains relevant thanks to pieces like the Reverso – originally created for polo players and now worn by the likes of The Queen’s Gambit star Anya Taylor-Joy

When Catherine Rénier joined watchmaker Jaeger-LeCoultre as CEO in 2018 from jeweller Van Cleef & Arpels, she felt that the watchmaking world was a bit intimidating. The luxury industry veteran set out to change that obsolete attitude at the storied Swiss maison.

Founded in 1833, Jaeger-LeCoultre is one of the most prestigious watchmakers, known for iconic pieces such as its signature Reverso, and for being the company behind some of the world’s most complex movements and one-of-a-kind creations such as Atmos clocks.

As the head of a house that has been around for 190 years, Rénier is well aware that the average luxury lover can be easily put off by the aura surrounding the watch world, which can come across as cliquey and not welcoming to newcomers.

Jaeger-LeCoultre Reverso Tribute Small Seconds in black.

“We want to be known for our history and timelessness but also for what we represent in terms of style and creativity,” Rénier says in an interview at Watches and Wonders, the yearly watch fair held in Geneva. “We don’t want to just talk to collectors and watch experts – we already know how to do that and we’ve been doing it for a long time. We want to welcome a wider audience. Sometimes watchmaking is seen as a world of experts and can be intimidating. I want the public to be curious about what we do.”

Rénier, however, doesn’t want to break with the past and to shun “the history and patrimony of Jaeger-LeCoultre”, which she says is what brought her to the house in the first place. On the contrary, she has been shining a spotlight on the legacy of craftsmanship and innovation through partnerships with artists and designers, immersive exhibitions, savoir faire workshops and by opening the doors of the manufacture in Switzerland to the public.

Jaeger-LeCoultre CEO Catherine Rénier at Jaeger-LeCoultre’s booth at Watches and Wonders in March.

“I found that there were a lot of things to tell with a louder voice and this is what I’ve been doing over the last five years,” says Rénier, who before moving to Switzerland spent a decade in Hong Kong.

Rénier says that Gen Z and millennials are surprisingly well attuned to a luxury brand like Jaeger-LeCoultre. “The young generation, who lives through digital and speed and immediate information – tools like phones that are discarded after a few years – suddenly come to our world and it’s timeless,” she says. “Time slows down and they find these values that are reassuring in today’s world: respect for history and craftsmanship, and the fact that a model like the Reverso is extremely appealing and relevant.”

We don’t want to just talk to collectors and watch experts … we want to welcome a wider audience

Catherine Rénier, CEO, Jaeger-LeCoultre

The Reverso, an elegant timepiece with its unmistakable rectangular case that can be turned over to protect the dial, was first created in 1931 for polo players so that they could stop the glass from breaking during games. “You buy something that’s recognisable and has a history and a strong message,” says Rénier. “Iconic watches from houses like Jaeger-LeCoultre resonate well with the younger generation. We see the Reverso on the wrist of young people for all of these reasons.”