The boutique, on Madison near 63rd in New York City, is absolutely jammed with people, even though it is 8:30 p.m. of a dark Monday evening. The reason Swiss watchmaker Jaeger-LeCoultre is abuzz is a little party to celebrate the launch of the brand’s new Rendez-Vous watch.
Award-winning Canadian actress Sarah Gadon is the face, and what a marvelous face it is, of the new piece. To do things just right, Jaeger asked Gadon to participate in a special photo shoot, based in New York, and with something of a 1950s To Catch a Thief look to it, meaning you will think immediately of Grace Kelly when you see the images. Titled “Two Worlds,” images of Gadon were taken by photographer Caitlin Cronenberg, who is also Canadian. (Yes, she is the daughter of film director David Cronenberg.) It is a fitting choice, given Jaeger’s longstanding support of the film industry, and its sponsorships at prestige film festivals the world over, including Venice and Toronto.
Gadon surveys the party scene. “It is great to be part of such a prestige brand,” she says. “I love these pieces.” Fair enough, and she looks every bit the part of a glamourous movie star, even in the crowded boutique. She is clearly Canadian, though: “I was at the Leafs/Canucks game last Saturday. And yes, that goal was kicked in!” Well, we may not settle on that, but upon one thing there is total agreement: Gadon is an ideal person to represent the Jaeger-LeCoultre Rendez-Vous. Graceful, inevitable glamour.