NEW CAVENDISH JEWELLERS
Your New Timepiece with Jitesh Shah
Jitesh Shah is a Director at New Cavendish Jewellers, Marylebone High Street’s exclusive destination for Haute Horology & Exquisite Jewellery. Official agents for many of the world’s leading watch Brands alongside independently curated jewellery focusing on Diamonds & precious stones. Established in 1982, New Cavendish Jewellers is one of Marylebone’s oldest & still independent retailers.
Jaeger LeCoultre are one of the true grand manufacturers of watchmaking…one of few houses that can attest to designing and making virtually every movement component in house; something considered essential to the foundation of horology yet seldom practised in contemporary times outside of the more independent brands. It is almost easier for a brand with good marketing to purchase their movements than go to the efforts of creating something from scratch. The opportunity and medium for advertisement is probably at its greatest given the explosion of social media so all one needs is a catchy slogan and design to potentially build a brand. A byproduct of the visibility created by social media actually puts all brands under the microscope. Those that have not evolved or created product to satisfy a media hungry public will inevitably be culled. We have seen historic marques lose serious momentum due their lack of creativity and urgency. However, in this quest for balancing modernity with age old artisan techniques, how can a company retain their core values while delivering consumer friendly product?
Geophysic True Second Universal time in Steel - £11,600.00 (Q8108420)
Jaeger LeCoultre appear to have created this path. Sometimes maligned for making too many variants of their entry level collections in steel, it is precisely this tactic that in turn provides the float for further research, development and ultimately creation of their vaunted high horology. Their visibility and reach on social media platforms is strong while the partnerships with film festivals and grass roots organisations like Casa Fagliano, a famous leather goods supplier for Polo organically cement their profile in circles naturally drawn to the Brand. Once a client does buy into the Brand, they are in turn are purchasing a mechanical timepiece made in the purest of means. From the simple automatic calibres with just a date complication to the Hybris Mechanica collection, JLC can deliver all of this under one roof without turning to outside manufacturing or inspiration. The Reverso is probably most synonymous with Jaeger LeCoultre but the Master Collection outsells its counterpart. The simple idea of a round watch is redefined through four pillars of collections. The Master Control carries the simplest of complications from dates to dual times offerings, while the Master Ultra Thin takes this concept but makes it slimline. Mirroring their peers in technology, the desire to deliver slimmer and sleeker product has not gone amiss in the world of watches, especially with JLC. A particular fan favourite is the Ultra thin Master Moon in a 39mm case with delicate and accurate moonphase display with almost microscopic date wheel surrounding the moon disc. The same family also houses a fully instantaneous Perpetual Calendar, a remarkably complicated watch that is offered not just in steel (as well as gold!) but also priced very competitively at £16,800.00. These two families compromise the foundation of the Master collection. The Grand Tradition family then bridges the gap between strong complications and their Haute Horology such as the Spherotourbillon, a complication that uses an
New Cavendish Jewellers, 2 Marylebone High Street, London, W1U 4NF