Jaeger-LeCoultre took up the baton of hosting the most star-studded party at SIHH this week; a race typically won by IWC when it was under the stewardship of celebrity schmoozer George Kern.
With Mr Kern jumping ship to Breitling in 2017, Richemont stablemate JLC stepped up with a glamorous red carpet event with hollywood actor and brand ambassador Benedict Cumberbatch on the guest list.
IWC hosts its own gala party for 600 retail partners, press and other partners on Tuesday night.
Jaeger-LeCoultre deputy CEO Geoffroy LeFebvre welcomed friends of the brand including Boran Jing, Diego Luna, Joseph Chang, Sunny Wang, Jorge Viladoms, Rebecca Ferguson, Ellie Bamber, Milosh Bikovich and Bruno Van Enck.