13 May 2023

Jaeger-LeCoultre celebrates 190 years of history with Anya Taylor-Joy and Lenny Kravitz

Since 1833, the Manufacture has created more than 1,300 different calibres, an exceptional achievement in the world of watchmaking

Since 1833, driven by an unquenchable thirst for innovation and creativity, and inspired by the peaceful natural surroundings of its home in the Vallée de Joux, Jaeger-LeCoultre has been distinguished by its mastery of complications and the precision of its mechanisms. For almost two centuries, Jaeger-LeCoultre has designed, produced and assembled the calibres of many of the world’s most noteworthy timepieces. Within the walls of its Manufacture, La Grande Maison has created these movements not only for its own timepieces but also for many other prestigious watchmaking Maisons, consequently becoming known as the Watchmaker of Watchmakers.

Guided by the principles of patience, humility, hard work and dedication to excellence, generations of engineers, watchmakers and craftsmen have built an exceptional legacy of know-how, and it is in tribute to its 190 years of history that Jaeger-LeCoultre proudly asserts its status as the Watchmaker of Watchmakers. Since 1833, the Manufacture has created more than 1,300 different calibres, an exceptional achievement in the world of watchmaking. No less remarkable is the award of more than 400 patents, including several that have left their mark on watchmaking history.

This unmatched creativity has been carefully nurtured and transmitted from generation to generation. Housing 180 skills within the walls of the Manufacture - embracing design, production, assembly, finishing and ornamentation - Jaeger-LeCoultre’s remarkable array of savoir-faire opens almost limitless fields of possibility. This is how the reputation of the Watchmaker of Watchmakers was earned and continues to be honoured.

An Ode to the Genesis of Excellence

In any creative endeavour, mastery comes from patience and dedication. Greatness is achieved by turning talent into skill, day after day, one small achievement after another. Passion is channelled into focus and commitment. Moments of inspiration are fuelled by years of learning. Expertise is built from countless small increments practised and perfected over time. Excellence evolves step by step. As in music, art, performance, literature, design, so it is in watchmaking.

In Spring 2023, Jaeger-LeCoultre unites the talents of Global Ambassadors Lenny Kravitz and Anya Taylor-Joy in ‘The Watchmaker of Watchmakers’, a new campaign that reflects on the true source of success – an homage to the work that is done when nobody is watching; the years of practice it takes to perfect a gesture, a movement, a song, a word spoken to camera. The film was directed by French visual artist and creative director Quentin Deronzier. A master of technique celebrated for his dreamscape settings that play with the notions of real, unreal and surreal, Deronzier also designed the sets and the evocative lighting. The soundtrack called ‘Mount’ was produced by French musical duo The Blaze – rising stars on the international electronica-dance stage, whose penetrating and almost mystical sounds cross cultures and continents, often evoking deeply emotional reactions among listeners.

Lenny wears the elegant and technically sophisticated Reverso Tribute Duoface Tourbillon in Pink Gold, while Anya wears the refined and feminine Reverso Duetto Small in Pink Gold. Portraits of the two ambassadors, captured by the Canadian photographer Richard Phibbs.

The Reverso Tribute Duoface Tourbillon turns from its classical Art Deco-style silver sunray-brushed front dial to a semi-skeletonised and intricately decorated reverse dial, displaying a second time zone with a night & day indicator. With its mechanical complexity enhanced by a highly innovative new tourbillon, the watch remains slim and elegant, at just 9.15mm thick.

The day-to-night design of the Reverso Duetto Small displays the time on two dials with two very different moods, complemented by a bracelet of polished gold links. Sunray brushing anchors the classical restraint of the silver front dial, while the drama of black lacquer is highlighted by diamond-set gadroons on the reverse side.

Since its birth in 1931, the Reverso has constantly evolved in the spirit of innovation and both of the models featured in the new campaign epitomise its limitless potential for reinvention, showcasing Jaeger-LeCoultre’s relentless quest for excellence in both technical development and aesthetic design.

Anya Taylor-Joy said: “It’s about focus. When you know what you want to do in life, when you have a passion, you don’t give in to distractions. The way I feel about my art – literally, I breathe it. It is this focus that has enabled me to keep learning joyfully.”

Lenny Kravitz said; “In my creative process I want to be as far away from making conscious decisions as I can. I want it to flow, so most of the time I'm dreaming my music, my creations. They come, I pick them up and then I work on them, but they're pretty pure. This wouldn’t be possible without the years of learning and practice before I ever became professional – and the learning that I still do, every day.”

Known as the Watchmaker of Watchmakers, the Manufacture has expressed its relentlessly inventive spirit through the creation of more than 1,300 different calibres and the award of more than 400 patents. Harnessing 190 years of accumulated expertise, La Grande Maison’s watchmakers design, produce, finish and ornament the most advanced and precise mechanisms, blending passion with centuries-old savoir-faire, linking the past to the future, timeless but always up with the times. With 180 skills brought together under one roof, the Manufacture creates fine timepieces that combine technical ingenuity with aesthetic beauty and a distinctively understated sophistication.

Edited by editorial staff, Avion Luxury Magazine

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