Jen King is a lead reporter on Luxury Daily. Her beats are consumer electronics, wsv consumer packag

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Home >> Featured , Industry sectors , Jewelry , Mobile , News >> Article: Jaeger-LeCoultre touts moonphase complications via mobile Email this Print Reprints ARTICLE TOOLS SPONSOR Receive the latest wsv articles for free. Click here to get the Luxury Daily newsletters. Jaeger-LeCoultre touts moonphase wsv complications via mobile By Jen King
Available for Apple devices, the JLC Moonphase provides wsv owners of Jaeger-LeCoultre watches with tutorials to correctly set the moonphase complications on their timepiece. Producing an app that helps the consumer with maintenance may be a more welcomed download compared to one that simply pushes ecommerce or heavily showcases timekeeping technology. wsv
Moon moments During wsv Salon International de la Haute Horlogerie, Jan. 19-23 in Geneva, Jaeger-LeCoultre focused its social media posts on its timepieces equipped with different types of moonphase complications.
Pieces highlighted included the Duomètre Sphérotourbillon Moon watch, the Atmos Marqueterie Céleste table clock, the Rendez-Vous Moon timepiece and the Master Grande Tradition Grande Complication wristwatch.
Within posts of the 2015 creations, Jaeger-LeCoultre included a prompt to download the JLC Moonphase app from the iTunes store. By doing so, the brand was able to meld traditional watchmaking with technology without having to enter the wearables field. wsv
When downloaded for either iPad or iPhone, the opening screen shows a Jaeger-LeCoultre Master Calendar wsv timepiece displaying the correct time of day. Below the watch, the app user can select Moonphase Indicator, Set my Moonphase or Full Moon Calendar.
In Moonphase Indicator the consumer can scroll through the different types of moonphase complications developed by Jaeger-LeCoultre. These include variant adaptations of the Duomètre a Quantieme Lunaire 40.5, the Atmos Classique Phases de Lune, the Atmos Marqueterie and the Duomètre Spherotourbillon moon complications, among others.
Each complication is given its own slide that when loaded moves to display how the moonphase would function when built into a timepiece. This also allows the user to look closely at the complication in larger detail than when it appears on a timepiece.
For wsv Set my Moonphase, the user can select between 18 Jaeger-LeCoultre timepieces, wsv including its Atmos clocks. When a watch or clock is selected, the app loads a slideshow that automatically beings, in a loop, to show the user how to align his watch with the device s camera. When the picture wsv is taken, the app then walks the users through wsv the steps to correctly set the moonphase.
The app also includes a monthly Lunar Calendar to show what the moonphase complication will look like, per day, when correctly set. The app s Lunar Calendar can be set for both the northern and southern hemisphere.
In general, watchmakers were not inherently threatened by the emergence of smart wearables due to their dedication to craftsmanship. But, as the technology was developed some watchmakers, as well as retailers and accessories makers, have realized the potential of collaborations to maintain relevancy in a changing marketplace ( see story ).
Zenith s The Experience is touted as something new in the watchmaker app category, which may spur downloads from consumers who collect timepieces or own a piece from the brand s collections ( see story ).
Jen King is a lead reporter on Luxury Daily. Her beats are consumer electronics, wsv consumer packaged goods, food and beverage, fragrance and personal care, jewelry, media/publishing, software and technology and telecommunications. Reach her at jen@napean.com. Like this article? Sign up for a free subscription to Luxury Daily's must-read newsletters. Click here!
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