The communication targets to strengthen the international brand status of watch reference on 25–44 year-old males, €80k+ with a priority on Europe & Asia. Since the male watch lovers are being chased by all the watch brands in print and display campaigns, the media agency focused on three chosen methodologies: be daring, innovative and different, to compensate the weakness of the media investment.To insure the best top of mind and frequency, the campaign runs annually in print and digital:- Creation of an integrated microsite in an editorial section of FT.com , updated all year long with multimedia contents - A yearly media campaign in display in FT.com - A yearly print campaign in magazines and newspapers, with a message coherence on fine watchmaking.- The launch of an iPhone application strengthening Jaeger-LeCoultre’s expertise with a watchmaking school application.

50% of the yearly traffic guarantee in terms of visits on FT.com microsite has been reached in a 3-month media campaign. On average, each visitor viewed 7.4 pages.

A lot of PR and marketing actions (as SEM campaign by FT) are being done by the three partners (FT, JLC and ZO) to make noise around this innovative and powerful operation. The traffic to the microsite from other websites than FT.com therefore reached 50%.On November 15th, 100,000 downloads of the iPhone application have occurred which placed Jaeger-LeCoultre lessons as 5% of the most downloaded applications from the App Store.