“The legacy of the Reverso collection is special as it is able to carry so many different stories,” explains Jerome Lambert, Jaeger-LeCoultre CEO, about the watchmaker’s iconic flippable timepiece. “What I love, specifically, about the new Reverso Tribute Geographic is that it’s a piece that celebrates that the Reverso is not just about one face or the other, but about the entire case, and all the elements that make up the piece,”
The Reverso has long been iconic for its patented ability to flip the case over to protect its dial if/when things got rough on the polo field. Considering that it was conceived of back in 1920s – when wristwatches were still uncommon – this was a real problem-solver at the time for a luxury sports watch.
But the Reverso was never meant to be merely utilitarian, flashforward a near-century and the art deco timepiece has not only endured as a quintessential design classic, but it has also done continued to evolve at towards the avant-garde of watchmaking. This is what Lambert loves about the collection, and notably the new novelties released this year in Geneva.
“The Tribute Geographic brings a new dimension of creativity to what this current generation of watchmakers is bringing to the history of the Reverso,” continues Lambert.
Traditionally, when creating Reversos that contain complications, Jaeger-LeCoultre’s watchmakers have tended to present both sides of the flip-case in glass – the idea being, that due to the elite level of watchmaking, you’ll get to see the genius at work. However, for the new Reverso Tribute Geographic the watchmakers have opted for one dial-showing face with a solid metallic caseback… but with a twist.
Packing a stunning world time display on the caseback, the new Reverso Tribute Geographic has the display carved directly into the metal (in either a Steel or Pink Gold option). Considering the thinness of the metal and the complexity of the detailing, it is an incredibly challenging technique that elevates the pieces into the pantheon of truly special Reversos, alongside the four-faced Reverso Hybris Mechanica—the most complicated model ever created.
“The Reverso has inspired so many creative expression over the past 90 years, and this piece really is one that continues to show such innovation from our watchmakers,” beams Lambert.
While the front dial is classic Reverso, it is on caseback where the world time display sets it apart—the construction created on three different levels to a remarkable effect of visual depth. The city names are engraved directly onto the caseback; set within the aperture, the rotating 24-hour ring indicates day and night; in the centre is the world map–marked with the longitudes that provide additional visual orientation in relation to the time zones.
Proudly worn (and appreciated) by Jaeger-LeCoultre’s rugged-cool brand ambassador, Lenny Kravitz, the new campaign showcases the effort it takes behind building an icon, highlighting the relentless hard work that often goes unnoticed.
“It’s a bit like Mona Lisa behind the glass, and Mona Lisa without the glass,” says Lambert.