Creating digital narratives for luxury timepieces

Swiss watchmaking brand Jaeger-LeCoultre has a long-standing reputation for precision engineering and detailed craftsmanship. Its latest releases promised to redefine the watchmaking standards. 

To translate its legacy into a digital narrative, the brand turned to Dogstudio/DEPT®. Through our partnership, we created scroll-triggered stories and immersive 3D films that introduced the new watch models.

A masterpiece on your wrist

The Reverso Hybris Mechanica Calibre 185 emerged as proof of the brand’s precision. Showcasing 11 complications, 12 patents, and a remarkable four-faced design, this masterpiece and the two that followed set a new benchmark in the industry.

We turned these timepieces into engaging web-based narratives to captivate and educate the audience about the craftsmanship and innovation behind them. There, we carefully combined storytelling, interactivity, and advanced technologies.

Crafting a digital narrative

To create an interactive journey, we designed the web pages to reveal the story as the user scrolls. Each scroll presented a layer of information, such as craftsmanship details, innovative complications, and the historical significance of the watches. 

One of the main challenges was to balance the amount of technical information with user-friendly and captivating storytelling. 

To address it, we curated the content, ensuring that the narratives remained informative and engaging. And the combination of textual information and high-resolution images greatly enhanced them and enriched the user experience.

Going into an immersive experience

The 3D films were a cornerstone of the project, offering an immersive glimpse into the watches’ complexities and serving as a visual testament to the mastery behind them.

To make it authentic, we leveraged state-of-the-art rendering techniques. It allowed us to showcase the mechanical combination within each timepiece and highlight the delicate movement of gears. 

Presenting a seamless watch unfolding in video format for both the keynote and mobile-friendly website was challenging, especially regarding loading time.

To overcome this, we created a custom video compressor. This solution detected steady pixels, rendering them only when needed. It helped us to optimise the video size without compromising quality.


CEO / CCO at Dogstudio

Henry Daubrez

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