Congratulations on the launch of “Made of Makers”, Jaeger-LeCoultre’s series of collaborations with artists and artisans. How will the campaign stand out from those run by other luxury brands?

Made of Makers is a profound expression of the core principles [of watchmaking] that have always defined La Grande Maison: passion, creativity, expertise and precision. The programme focuses on international artists who share the maison’s values and whose work explores new forms of expression through different and often unexpected materials and media. We choose to work with forward-thinking artists and highly imaginative artisans whose work challenges the norm, expands our minds and triggers emotions. We support them by commissioning new work and they in turn nourish the creativity and continuing evolution of our maison.

Have you noticed any changes in your clients’ requirements and demands over the past five years?

We’ve noticed a strong desire from the public to further expand their knowledge of watchmaking. Over the last few years, the maison has embarked on a quest to share its expertise, know-how and passion by educating the public on the secrets of watchmaking. We bring the experience of the manufacture around the world—not only in our flagship stores but also in our exhibitions that [set] the public on a heritage, craftsmanship, innovation and artistic journey. Another initiative to share our watchmaking know-how is through the Atelier d’Antoine workshop—named after our founder Antoine LeCoultre, it offers watch enthusiasts, connoisseurs and novices a rare chance to explore watchmaking through a blend of academic education and hands-on experience.