Jaeger-LeCoultre’s 360 Mall Boutique reopens

An exclusive, glittering, invitation-only event held on October 10th at Kuwait’s 360 Mall saw Jaeger-LeCoultre and its Kuwaiti partner, Behbehani, come together to celebrate the reopening of the refurbished, elegant ‘new concept’ Jaeger-LeCoultre boutique at the mall. “Day & Night” caught up with Jaeger-LeCoultre Brand Director Middle East, Marc de Panafieu, on the side lines of the event

The sumptuous evening celebration was attended bythe brand’s VIP clients, the region’s top bloggers, Kuwaiti influencers, media, and socialites. Jaeger-LeCoultre Brand Director, Marc de Panafieu welcomed guests, while Abdul Mohsen Behbehani, Director of Behbehani Group, along with Jaeger-LeCoultre’s top representatives, cut the ribbon.

As a watchmaker demonstrated Jaeger-LeCoultre’s intricate movements, guests were able to also take in the refurbished surroundings, to appreciate the inviting new interiors, and browse through the superb array of Jaeger-LeCoultre products, each selected as an example of the brand’s legendary craftsmanship and Swiss watchmaking traditions.

The ‘new concept’ refurbished boutique features luxurious touches, understated tones, refined finishes, and softly lit areas to create a space that is designed to feel welcoming, relaxed, elegant, and exclusive. An extensive selection of renowned timepieces has been handpicked for display, the highlight of which is this year’s SIHH novelties.

Can you expound on the partnership between Jaeger-LeCoultre and the Behbehani Group?

We have been with the Behbehani Group for more than a decade. It takes two hands to clap; Jaeger-LeCoultre is a great brand name, but here in Kuwait, we are really honoured to be associated with the Behbehani, which is an equally great family name. We share common values, and it is an ideal partnership for us because we share the same values and vision for business; the success of the re-opening event tonight shows that a great brand with a great family and group is the perfect combination.

Can you tell us about the refurbished boutique in the 360 Mall – the concept and implementation?

It is normal procedure for us to refurbish a boutique after a few years – time takes its toll; our watches do not age, but everything else, such as boutiques and furniture, even the concept, ages. Just as you would redo your house or office periodically, it is important for us to redo our boutique. It is very important for us, especially in a premier market like Kuwait, to always stay on the top. That is why it is imperative for us to refurbish and completely renovate the boutique with the latest concepts.

What is your opinion of the renovation, and what is it that you like most in the boutique?

We are very happy with the result; the boutique is very inviting with its warm colours. Our VIP rooms are peaceful and quiet, and yet welcoming without a hint of intimidation. We are extremely happy with the boutique and our presence in the 360 Mall.

Why did you pick the Reverso to bring out as a Kuwait Edition last year?

Last year, we were celebrating three important events: 2016 was the 25th anniversary of the liberation of Kuwait; it was also the 55th anniversary of the creation of Kuwait; and it was the 85th anniversary of the Reverso, which was introduced in 1931. That is why we chose the Reverso, because with one watch we could celebrate all three of these milestones.

Reverso is an iconic watch for the brand; everyone recognises a Reverso, with its rectangular shape and the concept of a swivelling case. It was very important for us to associate such historic events with an iconic watch.

What do you see as the future for the Rendez-Vous line, which is such a phenomenal success?

Rendez-Vous was launched in 2007, and became one of our pillars. It is a very important line for us. Since we have our own manufacture, we do everything in-house; we always keep re-visiting what we do. We never take anything for granted, and our watchmakers always keep checking and questioning themselves and if they see any need to modify, change, or add anything, they definitely do it. The Rendez-Vous is now entrenched and the codes of the Rendez-Vous will stay.

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