How does an iconic Swiss watchmaker position itself in a world where everyone has a more accurate watch in their pocket?
You do it by celebrating your shortcoming on a beautiful website. A site that focuses on the idiosyncrasies of our watches. And the fact that they need to be adjusted manually to handle a leap second.
So we created this website that only existed for a second on June 30, 2015.
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-01-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-02-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-03-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-04-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-05-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-06-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-07-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-08-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-09-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-10-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-11-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-12-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-13-scaled.webp)
![An example of website art direction for Jaeger-LeCoultre](https://adamhorne.com/wp-content/uploads/2023/07/Jaeger-LeCoultre-Stills-14-scaled.webp)
I developed this concept as a pitch for Jaeger-LeCoultre. It went well and we really proved that we understood their business and their point of difference.
//A ⌚️