JAEGER LECOULTRE

In a context of strong international growth and expansion of its distribution network, Jaeger-LeCoultre sought to strengthen the consistency of its brand expression across all customer touchpoints.

The challenge was to support the development of its boutiques, shop-in-shops, and major international events, while guaranteeing a level of excellence befitting the standards of Haute Horlogerie. It also involved harmonizing visual merchandising concepts, retail environments, and scenographic displays to deliver a premium, distinctive, and consistent brand experience across all international markets.

In this context, my role was to define the international visual merchandising and retail architecture strategy, lead creative development, and coordinate international rollouts, working closely with the Marketing, Architecture, Sales, and subsidiaries teams to ensure flawless execution, overall consistency of the Maison's identity, and an exceptional customer experience.

Support the Maison's international development by ensuring a consistent, exclusive, and premium brand expression across all markets.
Define a Visual Merchandising and Retail Design strategy that reflects the values of Haute Horlogerie—expertise, excellence, innovation, and timeless elegance.
Design boutique concepts, shop-in-shops, window displays, and immersive scenographic experiences capable of enhancing brand desirability and elevating the customer experience.
Guarantee impeccable execution for boutique openings, international events, and collection launches, adhering to the Maison's standards of excellence.
Harmonize Visual Merchandising, brand identity, and retail architecture standards to ensure a consistent premium experience across all retail and wholesale channels.
Coordinate internal teams, international subsidiaries, architects, artisans, and partners to ensure successful deployments within deadlines, budgets, and quality requirements. Contribute to the Maison's international reach by creating exclusive and distinctive brand experiences that generate desirability, customer engagement, and sustainable value.

Harmonize brand identity, merchandising, and retail architecture standards to deliver a seamless premium experience across retail and wholesale networks worldwide.
Lead cross-functional collaboration between internal teams, international subsidiaries, architects, craftsmen, and external partners to deliver projects on time, within budget, and to the highest standards of excellence.
Strengthen the Maison's international presence by creating distinctive brand experiences that reinforce brand equity, customer engagement, and long-term value.

Define an international vision for Visual Merchandising, Retail Design, and Brand Experience, fully aligned with the Maison's positioning, heritage, and standards of excellence.
Design boutique concepts, shop-in-shops, window displays, scenographic experiences, and event-based initiatives capable of enhancing brand desirability, showcasing collections, and creating an emotional connection with customers.
Develop international standards, guidelines, and brand governance to ensure a consistent, premium, and distinctive brand expression across all markets.
Lead cross-functional projects in close collaboration with the Architecture, Marketing, Communications, and Sales teams, international markets, and external partners, from strategic planning to international rollout.
Support boutique openings, major international events, and collection launches, guaranteeing a level of execution that meets the highest standards of Haute Horlogerie. Integrate deployments into a continuous improvement approach by optimizing concepts, sharing best practices, and ensuring a consistent and sustainable brand experience across all international networks. Manage every stage, from concept development through international rollout, with our teams and external partners. Support boutique openings, major international events, and collection launches by delivering flawless execution that reflects the exceptional standards of Haute Horlogerie. Drive continuous improvement by monitoring project performance, sharing best practices, refining retail concepts, and embedding a culture of operational excellence across the international network.

2012 - 2013