A Sterling Timepiece
Now well and truly in the final season of Mad Men, I felt the time was right to mention the sublime collaboration between the most stylish TV series and the most elegant of Swiss watchmakers.
I’ve been a fan of Mad Men and admired the fashion and the style the show created from day one, not to mention the influence it’s had on pop culture in the years since its running. When you put it all together, there’s no better match for the world of Mad Men than Jaeger-LeCoultre, and particularly the Reverso.
In fact, Jaeger-LeCoultre created in 2012 a model that perfectly complimented the aesthetics of the Mad Men universe – The Mad Men Reverso – a limited edition of 25 pieces. Each piece numbered on the caseback, along with the SCDP (which stands for the fictional advertising agency Sterling Cooper Draper Pryce) inscription. Equally important was the presentation: the watch came with a personalised letter from Roger Sterling and his autographed memoir ‘Sterling’s Gold’, plus a collection of classic Jaeger-LeCoultre print advertisements from the 1960s.
The original Reverso was custom made in 1931 for British polo players in India, who wanted a watch they could wear while playing, with as little damage as possible. That’s how the Reverso case came about: a polished piece of metal that can be flipped over in order to protect the breakable glass crystal on the other side.
Of course, the watch has been re-designed in the 80 years that passed up until the launch of The Mad Men Reverso, and the many other interpretations that preceded and followed it, such as the Grande Reverso Duoface, the super-sized Gyrotourbillon II and Triptyque, or the square Squadra, but irrespective of their size and style, the watch still retains those characteristics that made the Reverso iconic: art deco design; dressy stylish look; slim, polished rectangular-shaped case; and a smooth, well-engineered flipping mechanism. Inspired by the Grande Reverso Duoface in 18k rose gold it’s truly a timeless watch that looks great on almost anybody, not just Mr Draper.
Gate Building, DIFC, momentum-dubai.com