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Jaeger LeCoultre giant watch on Place Vendôme

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Jaeger LeCoultre (also known as “JLC” by watches aficionados) is currently renovating its store on Place Vendôme. The store will remain closed for several months (normally until Q3 2012).

JLC has opened an (really small) ephemeral store in Rue Saint Honoré to welcome its customers in the meantime. JLC found a very innovative and eye-catching way to inform customers and prospects about the existence of this ephemeral store. Rather than having a simple “billboard” on the front of their “old” store they chose to have a giant reproduction of one of their most complicated watches, the Reverso Gyrotourbillon 2 (see the video below for more information about this unique watch).

This replica is exquisite in every details and I could witness many people getting photographed in front of it. The giant clock, which tells the time, will stay here for ca. 5 months (until the renovation works are completed) and was realized by Athem, a well-known Paris-based agency communication agency.

My take:

A wonderful experience of how to turn an inconvenience into an experience!

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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