Write Ups — JLC

Blancpain once ran an ad campaign stating ‘Blancpain has never made a quartz watch and never will.’ That’s convenient, as the house had gone bankrupt well ahead of the quartz crisis and Biver only restarted production once mechanical watchmaking was trending back to strength. Jaeger Lecoultre, on the other hand, had some confused years. However, those confused years allowed Switzerland’s grande maison to claim continuous production, an ad campaign they were never boastful enough to run. Moreover, I find it rather telling that even in troubled times, JLC’s approach to quartz watchmaking was some of the most...