Jaeger LeCoultre to open 1931 Café in Paris

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To celebrate the 90th anniversary of its Reverso watch, Swiss watchmaker Jaeger LeCoultre will open its ephemeral Café, the 1931 Café, in the heart of Paris this fall.

 

Jaeger LeCoultre has announced that its ephemeral Café, 1931 Café, will set up shop in Shanghai this June, before moving to the heart of Paris in the fall. The establishment stands out with its Art Deco style, a real parenthesis in time.

 

https://youtu.be/geFeNFhF270

 

To celebrate the 90th anniversary of its famous Reverso model, designed in 1931 by watchmaker Jacques-David LeCoultre, the Swiss watchmaker decided to open two ephemeral cafés. The immediate success of the Reverso is its resistance to shock during certain sports, thanks to its case that can be turned over.

 

The Art Deco movement (contraction of Decorative Arts) was one of the first decorative and architectural movements in the world, and gained momentum first in Europe and then in the rest of the world from the 1920s onwards, building itself in opposition to Art Nouveau.

 

 

Thus, like the famous Reverso watch, the Café by Jaeger LeCoultre takes up the main characteristics of the Art Deco style. The 1931 Café is a tribute to this style, and imitates the interior of the luxury transatlantic liners of the 1930s, with details reminiscent of Hollywood film sets.

 

For the design of the pastries, the Swiss watchmaker called on chef Nina Métayer, twice awarded “best pastry chef of the year“, who will shape the sweets offered from products from the Vallée de Joux, all echoing the Art Deco style of the establishment.

 

 

What I really liked about this collaboration with Jaeger-LeCoultre was the idea of bringing together two very different forms of craftsmanship in one project,” reveals Nina Métayer. “The pastry chef and the watchmaker share deep values and our actions are driven by the same desire: not to create for oneself, but to surpass oneself for the greater pleasure of the recipient“.

 


The 1931 Café opened yesterday in Shanghai‘s K11, a downtown art, and fashion melting pot, and will remain there until August 15. The establishment will then move to Paris in October 2021.

 

Read also > [LUXUS+ MAGAZINE] A LUXURY HOTEL OPENS AT THE CHÂTEAU DE VERSAILLES

 

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To celebrate the 90th anniversary of its Reverso watch, Swiss watchmaker Jaeger LeCoultre will open its ephemeral Café, the 1931 Café, in the heart of Paris this fall.

 

Jaeger LeCoultre has announced that its ephemeral Café, 1931 Café, will set up shop in Shanghai this June, before moving to the heart of Paris in the fall. The establishment stands out with its Art Deco style, a real parenthesis in time.

 

https://youtu.be/geFeNFhF270

 

To celebrate the 90th anniversary of its famous Reverso model, designed in 1931 by watchmaker Jacques-David LeCoultre, the Swiss watchmaker decided to open two ephemeral cafés. The immediate success of the Reverso is its resistance to shock during certain sports, thanks to its case that can be turned over.

 

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To celebrate the 90th anniversary of its Reverso watch, Swiss watchmaker Jaeger LeCoultre will open its ephemeral Café, the 1931 Café, in the heart of Paris this fall.

 

Jaeger LeCoultre has announced that its ephemeral Café, 1931 Café, will set up shop in Shanghai this June, before moving to the heart of Paris in the fall. The establishment stands out with its Art Deco style, a real parenthesis in time.

 

https://youtu.be/geFeNFhF270

 

To celebrate the 90th anniversary of its famous Reverso model, designed in 1931 by watchmaker Jacques-David LeCoultre, the Swiss watchmaker decided to open two ephemeral cafés. The immediate success of the Reverso is its resistance to shock during certain sports, thanks to its case that can be turned over.

 

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Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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