───── Jaeger-LeCoultre is a luxury watch and clock manufacture based in Le Sentier, Switzerland, that dates back to the first half of the nineteenth century. The brand has hundreds of inventions and over a thousand calibres to its name, including the world’s smallest calibre, one of the world’s most complicated wristwatches and a timepiece of near-perpetual movement. In 2014, I teamed up with Soleil Noir in Paris to explore various directions related to the design of the new brand platform and its evolution to an online retail store that could provide all the essence of the brand.