Jaeger-LeCoultre has unveiled a new boutique at ICONSIAM in Bangkok's Klongsan district, a deeper push into the Asian market for the Swiss watchmaker.
Overlooking the Chao Phraya River, the riverside complex is positioned as one of the city's premier luxury retail destinations.
The store's design pays homage to the brand's Swiss roots, with organic materials and natural tones evoking the calm of the Vallée de Joux, home to the Manufacture since 1833.
Inside, an interactive "Watchmaker of Watchmakers™" installation anchors the space, pairing digital displays with physical exhibits that trace the company's history of movement design and in-house craftsmanship.
Beyond the exhibition area, the boutique offers a customization station where clients can mix and match straps and case finishes, along with a private VIP room reserved for top collectors.
The boutique opened to the public in June 2026 and is open daily from 10:30 a.m. to 7 p.m.
