Jaeger-LeCoultre Takes a Virtual Look Back on the History of its Mythic Reverso Watch

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28 March 201421 October 2020By
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The watchmaker’s buzzworthy website, dedicated to the first of its timepiece creations, has all the makings of a virtual museum. From the birth of the first Reverso in the 30s to the launch of its cousin, the Grande Reverso Night & Day, during SIHH (Salon International de la Haute Horlogerie de Genève) 2014, the brand is going back on more than 80 years of history. The creation of this piece was initially a feat of size, since it was originally British officers stationed in India who dreamed of a watch bracelet that would be solid enough to make it through a polo match. LeCoultre turned the constraints upside down by coming up with a watch who’s casing could turn on itself so as to be protected from shocks. And thus was born the Reverso, today made of a sapphire glass dial, the hardest material in the world after diamond.

In the form of a timeline, this brand that boasts 400 patents highlights one of the rarest icons of fine watchmaking, that also happens to offer numerous possibilities for personalization. Whether it be for an inimitable dial or a message to be conveyed, the watch manufacturer from the Vallée de Joux always puts its best artisans to the test: setters, engravers, enamelers, in order to offer a unique reversible watch to each and every individual. Besides accepting orders, the site invites web users to participate in the Jaeger-LeCoultre saga themselves by publishing the characteristics of their own Reverso on social media sites. Watch amateurs finally have the chance to be a part of history.

Indeed, this platform, created out of flash technology, is remarkable in its aesthetics. It adeptly manipulates storytelling and innovation, two very current challenges for the watchmaker and their parent group Richemont. This is a perfect blueprint for how to affirm the identity and demonstrate the expertise of a brand that will soon be celebrating its bicentennial. And so the legend lives on…

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