2 November 2023 |
Called Reverso Stories, it’ll run through the end of the month.
Back in 1931 Jaeger-LeCoultre introduced a new watch that featured Art Deco details and a reversible case. Called the Reverso, the design was made with the intention of being sturdy enough to withstand the rigors of polo matches. Since then, the timepiece has become a classic style for the luxury brand, a part of its history that they’ve been eager to share to the world with their exhibit called Reverso Stories. The traveling show has popped up in Seoul and Paris, but makes its way to New York City this month, a fitting city given its own Art Deco history. Equal parts history lesson, immersive experience, and cafe, the brand is taking over Iron23 through November 22nd.
Featuring a mix of historic watches as well as the latest 2023 Reverso models which were launched earlier in the year, the brand also introduces two new enameled designs. “[This timepiece] showcases the Maison’s craftsmanship at its most creative, inventive and innovative. Beyond its practicality, the Reverso is an exceptional canvas for artistic expression and personalization,” says Catherine Rénier, Jaeger-LeCoultre’s CEO. To showcase all of the watch’s unique features, the space is divided into four themes: Story of an Icon, Style and Design, Innovation, and Craftsmanship. You’ll find one room that features short films that showcase the watchmaking process and another devoted to Katsushika Hokusai, the Japanese artist that serves as the basis of the inspiration for the enameled works.
Within the center you’ll notice a multimedia installation by artist Yiyun Kang. Called Origin, it was originally commissioned by the brand as a part of its Made of Makers program. Inspired by the Golden Ratio, which is also a defining characteristic of the Reverso watch, the dizzying displays add to the visual experience. “During my research process, I learned that the Golden Ratio is embedded in nature, in the form of structural patterns of certain plants. This fundamental quality is fascinating – the number is beautiful as it relates to the origin of nature’s birth and life,” says Kang.
The Golden Ratio is also seen in the cafe, as Jaeger-LeCoultre asked award-winning French pastry chef Nina Metayer to create custom desserts. Like Kang, Metayer dove into its natural origins, finding that pinecones served as a great jumping point for her creations. “They perfectly represent the golden ratio spiral and they also reminded me of Vallee de Joux, which is where the Jaeger-LeCoultre manufactured. When I visited, I found so many pine cones so it made me want to use ingredients from there in each pastry,” she says.
If you want to experience the exhibit yourself, you can book slots here. And for a preview, check out the images below, including pics from last night’s cocktail featuring Lenny Kravitz, Anya Taylor-Joy, and Nicholas Hoult among others.
