Jaeger-LeCoultre Philippines has reopened its flagship store in Ayala Center’s Greenbelt 5 in Makati.

“It’s not a store, it’s a boutique with an experience,” says Jaeger-LeCoultre Southeast Asia/Oceania MD Maxence Kinget. “For us it’s very important there is emotion and discovery, the two key mindsets when we designed the boutique.”

Lucerne started distributing the Swiss luxury-watch brand in the Philippines in 2000, opening the first boutique at Greenbelt 5 in 2008. Lucerne MD Emerson Yao was at the relaunch along with Kinget.

“We carry most of the collection except the high-jewellery pieces,” says Yao. “The two main collections are currently the Master and Reverso — the two pillars of the brand.”

Occasionally there will be boutique-exclusive pieces collaborated on by Jaeger-LeCoultre and Lucerne, and the store also offers Jaeger-LeCoultre’s new bespoke services.

“Thanks to technology like the iPad and an app, you can create your own Reverso with choice of material, size, straps, colour of the dial — the whole package,” says Kinget.

Photographs in the 40 sqm boutique tell about the brand’s 184-year heritage, and behind the display cases is a cozy space where staff members can sit with clients at a desk for a closer look at the watches.

Kinget considers Manila one of JLC’s key cities in Southeast Asia. “In the Philippines there is a high level of watchmaking knowledge, a strong appetite for watches.”

While men are the main customers in the Philippines, the boutique features the Rendez-Vous women’s line.

Meanwhile, Lucerne has just opened L’Atelier Lucerne at Shangri-La at the Fort, which includes a corner for Jaeger-LeCoultre. The brand’s watches are also available at Lucerne showrooms.