Thursday, October 22, 2009

Jaeger-LeCoultre launches the first watchmaking school on iPhone in cooperation with Phonevalley.

The Manufacture invites you to discover its masterpieces from the standpoint of a watchmaking apprentice.

Driven by the passion for horological technologies and faithful to its avant-garde spirit, Jaeger-LeCoultre is opening the first iPhone watchmaking initiation school.

The watch manufacturer has called upon the talents of Phonevalley, the world’s leading mobile marketing agency, in designing and creating its application that aims to share the fascinating world of fine watchmaking with the public at large. The result is available from the App store as of October 2nd 2009.

The Jaeger-LeCoultre application invites you to revisit the brand’s most iconic models, from the Reverso Squadra to the Reverso Gyrotourbillon 2, along with the Master Compressor Diving Pro Geographic. Far from merely representing a chance to (re) discover these models, the application offers users a watchmaking initiation, which will then enable them to admire these Jaeger-LeCoultre timepieces from a whole new angle: that of an amateur watchmaker. Thanks to this application, iPhone owners explore the various stages in creating a watch. They have access to a particularly comprehensive dictionary of horology and to six watch initiation classes.

The dictionary of horology explains a number of specialised terms, from shock-absorber to barrel, from Clous de Paris to equation of time and from tourbillon to moon phases. The classes enable users to practice watchmaking techniques directly on their iPhone screen: assembling a chronograph mechanism, decorating and jewelling a movement, polishing, engraving and gem-setting a case. For the latter class, the aim is to gem-set a Reverso Neva, making no mistakes and in record time, by skilfully sliding the diamonds onto the watch case. The watch classes are displayed at a rate of one new class every fortnight.

A prize draw will reward one of the learners having correctly answered all three competition questions and who will then be offered a guided tour of the Manufacture at the heart of the Vallée de Joux.

The application also offers a chance to explore a collection of over 60 models, including eight interactive models from among the eight most emblematic creations from the Manufacture Jaeger-LeCoultre. The user can test the most innovative of these watches, and thus for example activate the depth gauge of the Master Compressor Diving Pro Geographic; change the time zone on a Master Geographic; start a vertical-trigger chronograph by simply pressing the sapphire crystal of an AMVOX2 Chronograph; or swivel the case of a Reverso Grande GMT.

Finally, the application provides a function that identifies the Jaeger-LeCoultre points of sale in the country and/or city of your choice and enables you to locate them instantly.


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