ISM at Jaeger-LeCoultre: Collaboration between art and luxury
On the occasion of the newly opened store of the luxury watch brand Jaeger-LeCoultre in Munich, ISM Fashion Management students had the opportunity to meet the artist Brendi Wedinger at an exclusive get-together and learn more about her collaboration with the traditional brand.
The ISM students were also given a wide range of insights into the history, strategy and career prospects of Jaeger-LeCoultre.
The traditional Swiss brand Jaeger-LeCoultre is one of the few manufacturers that creates, develops, decorates and produces all luxury watches by hand in its own workshops. The boundaries between art, design and precision engineering appear to be fluid here, as ISM university lecturer Dr. Oliver Vogler explains:
"For luxury brands that place great value on craftsmanship themselves, such collaborations with artists are also very exciting in terms of brand identity and perception. It was therefore a great experience for our students to talk to the multidisciplinary artist Brendi Wedinger about the collaboration with Jaeger-LeCoultre and to gain personal insights into the collaboration between artist and luxury brand."
Master's student Helena Drewalowski (M.A. Luxury, Fashion and Brand Management) was enthusiastic about the event:
"Meeting the artist and the Jaeger-LeCoultre management team in a private atmosphere has been very inspiring. Expanding your own professional network in this industry is definitely helpful and provides impetus for your own career. Such excursions are one of the reasons why I decided to study at ISM."
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