Even though the fine watch business might seem like a perpetual, slow-moving beast, it is one of constant, consistent progress. And as the mechanical movements improve and add things like silicon into the mix, it becomes obvious that they’re built to last longer than ever.* The other side of that coin is a longer warranty period — it makes sense that*if you’re offering a more reliable watch, you should stand behind it for longer. Clearly this is something that Jaeger-LeCoultre agree with, as they’re now offering an impressive eight-year warranty on all watches (and clocks). More than that, the brand is extending the warranty of watches that are still covered by their initial warranty, if the owner registers it through the Jaeger-LeCoultre Care Program.* Eight years is a long time, and is now the longest regular warranty period in the industry — Rolex and Omega, for example, offer five-year warranties on their watches.* It’s also a very smart move for the brand to build loyalty and add value. This announcement goes hand in hand with a push on the brand’s extensive personalisation and customisation options. Jaeger-LeCoultre might be the first with an eight-year warranty, but I doubt they’ll be the…

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