Jaeger-LeCoultre’s olfactory signatures

The Bottom Line

• Three new exclusive fragrances, The Adventure Spirit, The Dream Shaper, and The Sound Maker, created by Scent Artist Nicolas Bonneville for JAEGER-LECOULTRE.
• The trio is released under the Maison’s Made of Makers™ programme, which connects creative disciplines to its watchmaking identity.
• The new fragrances are positioned as lighter and more luminous than the initial Made of Makers collection, forming a complementary second chapter.
• Each scent is built around a theme drawn directly from JAEGER-LECOULTRE‘s watchmaking culture and Maison heritage.
• The campaign film is available via the official JAEGER-LECOULTRE channel.

A Maison That Makes Beyond Watchmaking

JAEGER-LECOULTRE, the Le Sentier-based manufacture founded in 1833, has long explored creative disciplines that extend beyond the mechanical. The Made of Makers™ programme formalises this instinct, bringing together artists and craftspeople whose work resonates with the same values of precision, imagination, and patience that define the Maison’s watches. Fragrance, with its invisible architecture and its demand for an almost obsessive understanding of materials, fits naturally within that framework.

The programme’s latest chapter arrives with three new exclusive fragrances, each conceived by Scent Artist Nicolas Bonneville. Rather than treating perfumery as a peripheral lifestyle category, JAEGER-LECOULTRE positions these scents as genuine creative expressions, anchored in the themes and culture of the manufacture. For collectors in Dubai, Riyadh, and Doha who follow the Maison across its broader creative output, the launch adds a sensory dimension to what has traditionally been a visual and tactile relationship with the brand.

The new trio expands on an initial fragrance collection already released under the Made of Makers™ banner. Where that first chapter established the programme’s olfactory language, the three additions shift the register toward something lighter and more luminous, suggesting a seasonal or tonal evolution rather than a wholesale departure. The campaign film, presented via the official JAEGER-LECOULTRE channel, introduces all three names and the broader context of their creation.

Nicolas Bonneville and the Three Fragrances

Nicolas Bonneville’s title, Scent Artist, is deliberately chosen. It signals that his contribution to Made of Makers™ is treated with the same seriousness as any other creative collaborator the Maison engages. Each of the three fragrances he has created carries a name that maps directly onto JAEGER-LECOULTRE’s identity: The Adventure Spirit, The Dream Shaper, and The Sound Maker. These are not arbitrary titles. They reflect the spirit of exploration embedded in the Maison’s history of complications, the imaginative discipline required to design a watch movement, and the acoustic precision behind iconic JAEGER-LECOULTRE pieces such as its minute repeaters.

The Adventure Spirit, The Dream Shaper, and The Sound Maker

The Adventure Spirit addresses the Maison’s culture of horological discovery, the sense that each new complication is, in some respect, a journey into uncharted territory. The Dream Shaper draws on the imaginative process at the origin of every great timepiece, the moment before a design is fixed, when possibilities remain open. The Sound Maker is the most specifically JAEGER-LECOULTRE of the three, referencing the acoustic complications for which the Maison is particularly known. Together, the three scents offer a layered portrait of what the manufacture values, translated into olfactory terms by Bonneville’s craft.

All three are described as carrying a lighter, more luminous character than the initial collection, a quality that may make them especially appealing during warmer months in the Gulf. The distinction between the two chapters of the fragrance programme also demonstrates that Made of Makers™ is conceived as an ongoing creative conversation rather than a single product release. For those following the evolution of the collection, the official campaign film provides the clearest visual introduction to the new trio.

Watchmaking Culture as Creative Source Material

What distinguishes the Made of Makers™ fragrances from conventional luxury house perfumes is the specificity of the source material. Each scent is described as being rooted in JAEGER-LECOULTRE’s watchmaking heritage, meaning that Bonneville was not simply asked to produce something elegant and wearable. He was asked to interpret the Maison’s particular history, its complications, its manufacture culture, its relationship with time, and to translate those concepts into fragrance. That is a considerably more demanding brief, and the resulting names suggest that the connection to watchmaking goes beyond marketing language.

For collectors who follow the annual calendar of presentations, including Watches and Wonders in Geneva, the Made of Makers™ programme represents a broader conversation about what a watch manufacture can be in the twenty-first century. JAEGER-LECOULTRE is not the first luxury house to explore fragrance, but grounding each scent in a specific theme drawn from its technical and creative identity gives the programme a coherence that distinguishes it from generic lifestyle extensions.

Why It Matters

For GCC-based collectors and luxury enthusiasts, the Made of Makers™ fragrance programme offers a rare opportunity to engage with JAEGER-LECOULTRE’s creative identity beyond the watch itself. The three new releases, lighter and more luminous than the initial collection, are particularly well-suited to the Gulf’s climate and its preference for refined, layered scent profiles. As the programme develops, it reinforces the Maison’s position as a manufacture whose ambitions extend across disciplines without losing precision of focus.

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