Watchmaker Jaeger-LeCoultre Gets Into the Honey Business


Jaeger-LeCoulture honey

What to do when you’re a high-end watchmaker and you want to market sustainable honey?  (Yes, honey.)  You make your own.  Jaeger-LeCoultre is better known for its iconic Reverso watch than for condiments, but the 179-year-old-French company, seeking to create a unique product reflective of its base in the lush Vallée de Joux, got the job done by hiring a beekeeper.

The watchmaker is giving away their new eponymous item to all visitors to the Grande Maison.  With ten hives set up directly in front of their building, however, the overall purpose of the bees is bigger than creating an authentic souvenir.  Jaeger-LeCoultre is using the honey to express the company’s deep commitment to environmentalism (after all, honey bees are endangered).  Their hope is that the hives and the gift that comes from them will make their 1200 employees as well as all recipients of the branded honey more aware of both their own environmental efforts as well as biodiversity in the region.  What a sustainable, delicious way to go about that purpose.