By launching its first sports watch, ‘Bei Chen,’ Jaeger-LeCoultre targets young Chinese sports watch enthusiasts while embodying the brand’s watchmaking expertise.

The new watch symbolizes the relentless drive toward goals, representing perseverance and passion in the journey of continuous pursuit and progress. This inspired the creative theme ‘Heading North.’

To convey the spirit of ‘Bei Chen,’ we collaborated with renowned Chinese writer Han Han to create a cinematic-quality TV commercial. The ad features brand ambassador Jing Boran exploring the world with ‘Bei Chen’—climbing mountains, diving, and traveling—always heading north. This narrative advocates Jaeger-LeCoultre’s ethos and the passion for pushing limits.