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Gen. Douglas MacArthur’s Jaeger-LeCoultre could fetch up to $21,000 at the auction house’s May 10 sale in Geneva.
The 46 mm timepiece, designed to resemble a cello by company CEO and lifelong cellist Elie Bernheim, is priced at $39,995.
The retailer is using a 72-foot tall display in one of America’s busiest airports to promote its new men’s timepiece collection, CT60.
Purchased by a “European institution” for six times its pre-sale estimate, the 5,800-piece lot includes prototypes, limited and special edition watches and artwork related to the brand.
The stainless steel timepieces have Swiss self-winding mechanical movements and alligator straps.
National Jeweler

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Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.
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