Have you heard The Butterfly Effect theory? It notes how the tiniest incident in nature can create an unstoppable chain reaction, leading to an unimagined event: a drop becomes an ocean; a simple smile can lead to an enduring romance; a brush-stroke can create a masterpiece. In short, the slightest of occurrences can lead to truly momentous outcomes as life unfolds in the most surprising manner.
Luxury watchmaker Jaeger-LeCoultre knows all about the importance of tiny movements. From the precision of every microscopic element within its iconic timepieces, to the simple-yet-impactful flipping of the dial of the maison’s iconic Reverso collection.
Originally launched in 1931, Jaeger-LeCoultre’s Reverso timepiece was destined to become a classic of 20th-century design. Created to withstand the rigours of polo matches, its sleek, Art Deco lines and distinctive reversible case make it one of the most immediately recognisable watches of all time.
This Autumn, Jaeger-LeCoultre continues the 91-year-old story of the Reverso, uniting the talents of Brand Ambassadors Nicholas Hoult and Anya Taylor-Joy to express The Butterfly Effect in its latest captivating campaign, A New Turn.
Using the metaphor of a raindrop cascading into a waterfall, the narrative extends to the Reverso itself, highlighting how a margin of millimetres is essential to the watch’s accuracy. And of course, in the Reverso’s flip, where the nuance of design brings an entirely new spin on this icon of timepieces.
Through nine decades the Reverso has continually reinvented itself without ever compromising its identity: it has housed more than 50 different calibres, while its blank metal flip side has become a canvas for creative expression, decorated with enamel, engravings or gemstones. Still to this day, the Reverso continues to epitomise the spirit of modernity that inspired its creation.
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