The Valley of Invention

For W&W 2026, Jaeger-LeCoultre reimagines the Vallée de Joux as a dreamlike stage, creating an immersive visual world where landscape, movement and watchmaking come together through unexpected perspectives.

The purpose was to express the Maison’s deep connection to its birthplace through a contemporary and highly cinematic language, while placing its timepieces at the heart of the experience.

Entirely built in studio, the set offers an abstract interpretation of the Vallée de Joux. A circular scenography, sculptural rocks and atmospheric layers were specifically designed to maximise camera movement and reinforce immersion.

Shot using a motion-control robot with a wide range of movement, the campaign explores ambitious camera trajectories and unusual perspectives, including boomerang effects that precisely stop on specific elements, shifting seamlessly between the talent, environment and smallest watch details.

Conceived as a complete photo and film campaign, with 1 teaser campaign, 15 master films and 5 master KV with almost 500 versions, deployed across all of the Maison’s channels, both above and below the line, reaching watchmaking professionals, clients and a broader international audience.

Its large-scale & cross-channel deployment generated significant visibility and impact, making it one of the most commented campaigns and creating a strong, contemporary expression of JLC universe.