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Jaquet Droz - Studio 8

Jaquet Droz Studio 8

The advent of phygital

The days of buying from a catalog or in a boutique are over. Today, the Maison connects with its clients and this immersive vision goes by the name of Studio 8. 

This is a place installed in the heart of the Jaquet Droz workshops in La Chaux-de-Fonds, and not a vaporous metaverse filled with avatars. This Studio 8 does not symbolically belong to Jaquet Droz, but to its clients, who can come there in virtual mode to follow the creation of their timepiece. Each client is at home there.

This partnership begins with the first sketches. The project for the future watch is fine-tuned live by each individual client. Jaquet Droz makes its suggestions in terms of tecniques and colors, which the client approves or adjusts. It is not a construction, but instead a co-construction. 

The crafting of the watch follows the same logic. What can the client see? Everything. Assembly, adjustment, fitting, engraving, painting, finishing: each step is visible live. Jaquet Droz has designed its Studio 8 in a simple way: clients connect to the platform of their choice (Zoom, Teams, etc.) at an agreed time, and can opt for different viewpoints on their timepiece in the making. First, from a respectful distance, as if they were sitting next to the workbench. Then, if they so wish, looking over the shoulder of the artisan or watchmaker, with whom they can chat live. Finally, the last step involves peering through their own binocular magnifier. This deep dive enables each collector to feel they have the brush or tweezers at their fingertips. 

At Studio 8, everything is done live. There is no editing, no dubbing, no artificial intelligence, not even a control room or an operator. Each client talks to his usual contact and is guided between drawing table and workbench, all in high resolution.

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GMT Magazine n°81 © GMT magazine


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The brand

An elegant, outward-looking philosophy that dates back to the Age of Enlightenment is still at the heart of Jaquet Droz's identity. The fine and rare handcrafts practiced at the company’s workshops produce exquisite miniature works of art and automata that combine the best of design with unprecedented levels of horological know-how.

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