Jaeger-LeCoultre and Torres Joalheiros have just opened the first Jaeger-LeCoultre boutique in Portugal. Located at 225 Avenida da Liberdade in Lisbon, the new space is a reflection of the long-standing relationship between the Grande Maison of Swiss watchmaking and the century-old Portuguese jeweller.
“It is with great pride that we welcome the first Jaeger-LeCoultre boutique in Portugal. This is an important milestone for Torres Joalheiros and a huge recognition of the relationship and mutual work of about 25 years, with one of the most respected Swiss watchmaking manufactures”, says João Carlos Torres, Chairman of the Board of Directors of Grupo Torres.
With a total area of 50 m2, the new Jaeger-LeCoultre boutique integrates several areas, designed to respond in a personalised manner to the different needs of each customer, starting with the entrance area that welcomes visitors with a circular display that allows them to contemplate a selection of available models. In the same area, a wooden panel frames three different showcases on a light background. Next to it, there’s a bookcase that evokes the brand’s present and past, displaying an exhibition of carefully selected objects and photographs.
As one explores the new premises, more areas are revealed. Among them, a discreet service counter for greater comfort and pleasure in the discovery experience of the brand, as well as a specially reserved area for greater discretion and exclusivity. The use of beige tones and dark woods, as well as the simple and discreet lines of the furniture, contribute to reinforce the elegant and modest character of the whole space, in a true homage to the identity of the Swiss brand.
As a privileged place to discover the brand founded in 1833, the new Jaeger-LeCoultre boutique features a rigorous selection of models from the Grande Maison collection, but also special editions launched exclusively for Jaeger-LeCoultre boutiques. At the same time, it is a place created down to the smallest detail to offer a truly differentiating and inspiring experience with every visit.
It should be noted that Jaeger-LeCoultre arrived in Portugal in 1996, through Watchers (Torres Distribuição at the time). The Grande Maison’s passion for Portuguese culture and identity immediately led to the launch of the Arte Portuguesa collection, a series of six Reverso watches customised with works by renowned Portuguese artists such as Júlio Pomar, Paula Rego, Manuel Cargaleiro, José de Guimarães and Julião Sarmento. In 2007, Jaeger-LeCoultre, in conjunction with IGESPAR, once again signed its commitment to national culture by returning to the people of Lisbon the iconic clock of the arc of Rua Augusta, long inactive. In 2021, Jaeger-LeCoultre is strengthening its presence in Portugal, with the opening of its first Boutique in Avenida da Liberdade.
