Jaeger-LeCoultre | The ‘Reverso Stories’ Exhibition

Decades of timeless modernism to be explored in ‘Reverso Stories’

Written by

Ani Gutierrez

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A celebration of fine craftsmanship is to be had, as Jaeger-LeCoultre is coming out with a richly immersive exhibition in the heart of New York City this November. Located at IRON 23 from November 3-22, visitors are invited to dive into the world of Reverso. While NYC's legacy of Art Deco style serves as a fitting destination to honor the Art Deco origins of Reverso, the ‘Reverso Stories’ exhibition will allow visitors to discover the story through four key themes: Story of an Icon, Style and Design, Innovation, and Craftsmanship. 

Since 1833, Jaeger-LeCoultre’s inventive soul has shone through its creations, including the patented swiveling case of the Reverso watch, and will continue to do so through this exhibition. 

180 crafts will be showcased in two spaces that are dedicated to particular aspects of the craft and art of watchmaking. ‘In the Making’ is one room devoted to a series of short films taking viewers behind the scenes of the stages of the watchmaking process. The ‘Hokusai’ room will pay homage to the iconic 19th century Japanese artist, Katsushika Hokusai, while celebrating the enamellers of the manufacturer's Métiers Rares™ Atelier. 

In addition to some of the brand's historic timepieces, the exhibits will include the 2023 Reverso models and two new Reverso Tribute Enamel models that will be launched during the New York season of ‘Reverso Stories’.

Art will meet watchmaking, as the heart of the exhibit will display acclaimed Korean digital artist, Yiyun Kang’s multimedia installation, Origin, which was commissioned by Jaeger-LeCoultre under its Made of Makers Program. The installation explores the Golden Ratio, which has been a guide of the Reverso since 1931. 

Not only will ‘Reverso Stories’ offer guests an exploration of watchmaking through the Atelier d’Antoine, but will also allow visitors to engage in a hands-on educational workshop focusing on the Reverso. 

Jaeger-LeCoultre’s quality-experience of the spirit of Art Deco will not yet be complete without a decadent indulgence, as the 1931 Café is an invitation to enjoy a choice of crafted pastries designed by award-winning French pastry chef, Nina Metayer. The pastries are inspired by the principles of the Golden Ratio. 

The experience of the ‘Reverso Stories’ exhibition is to arrive just prior to the grand opening of Jaeger-LeCoultre’s new flagship boutique on Madison Avenue. 

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Jaeger-LeCoultre, Reverso Stories, Fashion, Flaunt, Ani Gutierrez