Jaeger-LeCoultre celebrates the odyssey of its iconic Reverso in New York

Jaeger-LeCoultre, owned by the Richemont Group, has just opened an outdoor pop-up in the heart of New York dedicated to its icon: the Reverso. More than a watchmaking event, this brand activation offers a plunge into Art Deco with culinary, olfactory and artisanal experiences, until December 15. The icing on the cake is the opportunity to discover the new limited edition Reverso Tribute Chronograph in rose gold.

A movement that has fascinated for 93 years.

It was in 1931 that watchmaker Jacques-David LeCoultre developed a pivoting timepiece that would become a milestone in the history of luxury watches. The Maison Jaeger-LeCoultre, founded in 1833, in the Swiss village of Le Sentier, is presenting a bespoke outdoor ephemeral installation from December 6 to December 15. The result is a multi-sensory immersion in the desirability of this time-defying model, a combination of craftsmanship, ingenuity and aesthetics.

This touring exhibition, which has already visited Paris and Seoul, is now in New York for the second year running: Reverso Stories can be found this time outdoors at Public Square & Gardens at Hudson Yards, the lively center of Manhattan’s West Side.

This cultural initiative on American soil comes just as the Maison reinstated its former CEO, Jérôme Lambert, at the end of November, and renovated its Madison Avenue boutique this year.

A history in four stages

On March 4, 1931, the Paris patent office received an application for registration of a “watch capable of sliding in its support and turning completely on itself”.

This feat was the brainchild of watchmaker Jacques-David LeCoultre, who had just designed a pivoting timepiece capable of surviving the vicissitudes of the polo field.

The innovative case and subtle Art Deco-style lines make the Reverso a Jaeger-LeCoultre icon and one of the world’s most recognizable watches.

Reverso Stories is a multi-sensory exhibition retracing nine decades of watchmaking craftsmanship and design against a backdrop of cultural and social upheaval.