SIHH 2018: Jaeger-LeCoultre enlists Benedict Cumberbatch to front Polaris collection
The collection pays tribute to iconic 1968 Memovox Polaris diver’s watch
Over at Jaeger-LeCoultre, the mood was high and the energy was infectious. And why not?
There was the brand’s landmark 185th anniversary to celebrate; a new campaign dubbed “Made of Makers” to show off, and the launch of its new Polaris collection.
“Everyone is very enthusiastic about storytelling, but people don’t want to be told fake stories,” says Geoffroy Lefebvre, deputy CEO of Jaeger-LeCoultre. “Our story, ‘Made of Makers’, is really about authenticity and about who we are.”
Its biggest story was the debut of a new collection inspired by its iconic Memovox Polaris, a diver’s watch with an alarm function from 1968.
“It’s a tribute to a watch that was created 50 years ago. It’s also introducing a nice complement to our current range,” Lefebvre says.
“We did not have in our range a line that catered to the sporty, elegant man of today.”
Who is the Polaris man? It’s the man of motion – he’s an active, confident, successful man of the 21st century. Benedict [Cumberbatch] embodies that to perfection
To help promote the launch, the brand tapped Hollywood A-lister Benedict Cumberbatch as the face of the collection.
“Who is the Polaris man? It’s the man of motion – he’s an active, confident, successful man of the 21st century,” Lefebvre says.