Jaeger-LeCoultre to Open New Ginza Flagship Featuring the First Atelier d’Antoine in Japan

Jaeger-LeCoultre is set to open a new flagship boutique on Tokyo’s Namiki-dori on August 20, 2026.

The Swiss watchmaker will relocate its existing Ginza Namiki Boutique to 5-5-15 Ginza, along the same prestigious shopping street. The move will further strengthen the Maison’s presence in Ginza, one of Asia’s leading luxury districts, while creating a new destination dedicated to its watchmaking heritage and savoir-faire.

The top floor will house the first Atelier d’Antoine in Japan, an experiential learning program designed to bring visitors closer to the craftsmanship and technical expertise behind the Maison’s timepieces.

Summary

Jaeger-LeCoultre will open a new flagship boutique on Ginza’s Namiki-dori
The boutique will open on August 20, 2026, at 5-5-15 Ginza, Chuo-ku, Tokyo, and operate from 11:00 a.m. to 7:00 p.m.
The space draws inspiration from the Maison’s Manufacture in Le Sentier and the surrounding Vallée de Joux
The top floor will introduce the first Atelier d’Antoine in Japan, alongside a dedicated Reverso Workshop
The new opening will give Jaeger-LeCoultre two distinct boutique concepts in Ginza, including its existing GINZA SIX location

Bringing the Spirit of the Vallée de Joux to Ginza

The new flagship has been designed to reflect the spirit of Switzerland’s Vallée de Joux, home to Jaeger-LeCoultre’s Manufacture in Le Sentier.

Through its architecture and interiors, the boutique will introduce visitors to more than 190 years of watchmaking history, craftsmanship and technical expertise. Its selection will range from rare high complications to the emblematic timepieces that have defined the Maison.

Jaeger-LeCoultre’s Manufacture brings together 180 specialized watchmaking skills under one roof. This depth of technical knowledge is combined with refined design and an understated sense of elegance, qualities that will be expressed throughout the new Ginza space.

Courtesy of Jaeger-LeCoultre

The First Atelier d’Antoine in Japan

A defining feature of the new boutique will be the Atelier d’Antoine, located on the top floor. The experiential learning program, introduced in Japan for the first time, is designed to deepen visitors’ understanding of Jaeger-LeCoultre’s approach to watchmaking.

Visitors will be able to observe movement assembly demonstrations and take part in hands-on programs offering a closer look at the techniques behind mechanical watchmaking.

The boutique will also host a Reverso Workshop, providing an immersive introduction to watchmaking through the Reverso, one of the Maison’s most recognizable timepieces.

Together, these programs position the new flagship as more than a retail destination. The boutique will serve as a space where visitors can explore Jaeger-LeCoultre’s history, technical expertise and creative identity in greater depth.

Two Distinct Boutique Experiences in Ginza

With the opening of the new flagship, Jaeger-LeCoultre will operate two boutiques in Ginza, each offering a distinct interpretation of the Maison.

The Namiki-dori flagship will focus on Jaeger-LeCoultre’s heritage and watchmaking traditions, providing an immersive environment in which visitors can discover the craftsmanship behind its timepieces.

The GINZA SIX boutique, meanwhile, presents a more contemporary expression of the Maison while showcasing a broad selection of collections.

Through these two complementary locations, Jaeger-LeCoultre will offer different entry points into its universe, one centered on heritage and craftsmanship, and the other on its evolving contemporary identity.