The maker of the swivelling Reverso wristwatch now boasts the longest guarantee period amongst major watch brands, having just announced an eight year warranty for all its watches. With the industry norm being two years, and both Rolex and Omega offering five, Jaeger-LeCoultre is by far the lengthiest.

While the warranty period is an industry first, the basic concept is not new. The warranty extension is essentially part of a comprehensive customer-relationship management system being rolled out by the Le Sentier-based manufacture, which is the biggest maker of mechanical movements within Richemont, the luxury group that also owns brands like A. Lange & Söhne, Cartier, and IWC.

Starting in spring 2019, buyers of new Jaeger-LeCoultre watches can register online for the Jaeger-LeCoultre Care programme, which automatically extends the warranty period of a watch. Owners of previously purchased watches can also benefit from the warranty extension via the same online registration, which will be available in 12 languages including English and Chinese.

Besides the warranty extension, enrolment in the Jaeger-LeCoultre Care programme includes extras like functional inspections provided at boutiques, as well as online tools for timepiece personalisation and care. Though it has to be pointed out these services are already available to existing clients regardless of the new programme.

The eight year warranty is eminently useful – and will no doubt by copied by rivals in time to come.