In celebration of the 2024 Lunar New Year, Jaeger-LeCoultre is excited to unveil a captivating campaign featuring its global ambassador, Jackson Yee (Yi Yang Qian Xi). This acclaimed actor, singer, and musician, recognized as one of China’s leading talents in the younger generation, infuses a captivating presence and dynamic energy into the new video and its accompanying series of portrait photographs.
Titled ‘The Best is Yet to Come,’ the campaign draws inspiration from La Grande Maison’s belief that excellence is not a random occurrence but a triumph meticulously crafted over time—emerging from unwavering dedication and the relentless pursuit of perfection.
The video captures Jackson Yee at the threshold between the past and the future, symbolizing the New Year. Starting in a simple, everyday setting, it transitions into a dreamlike sequence where the star reflects on his achievements and passions of the past year, particularly in music, acting, and calligraphy. Evocative lighting amplifies the feeling of witnessing a deeply personal and intimate moment, where he shares his innermost thoughts. The underlying message is clear and inspiring: through a lifelong journey of learning, practicing, and growing year after year, each one of us can evolve into our most exceptional self.
“Every New Year invites us to pause and reflect on what we have achieved, to realise how much more we are capable of, and to set our intentions for what we can create in the coming year,” says Jackson Yee. “That moment becomes our guiding star as we step into the future and, for me, it provides powerful inspiration as I continue to grow, both professionally and personally.”
In both the video and portrait shots, Jackson Yee showcases Jaeger-LeCoultre’s Master Ultra Thin Tourbillon Moon. Its timeless elegance, transcending the passage of years, aligns perfectly with the campaign’s theme. With moon phase and date displays as the natural choice of complications to mark the Lunar New Year, the Master Ultra-Thin Tourbillon Moon harmonizes technical virtuosity with the enduring beauty of a pink gold case and an eggshell-beige dial.
The dial, harmonious and perfectly balanced, features Northern and Southern Hemisphere moon phases in the upper dial and the tourbillon in the lower dial. A peripheral jumping date display, indicated by a red-tipped hand making a 90-degree jump over the tourbillon from the 15th to 16th of every month, surrounds it. The refinement is underlined by the Dauphine hands’ shape, echoed by the elongated arrow-shape of the applied pink gold indexes. With an elegance transcending ages, this timepiece is a treasure to cherish through countless New Years.
Jackson Yee is also showcased in a series of portraits, coinciding with the launch of two additional Master Ultra Thin models in pink gold cases. The collection is enriched by new interpretations of the Master Ultra Thin Tourbillon Enamel—with a dark blue grand feu enamel dial showcasing Jaeger-LeCoultre’s Métiers Rares™ atelier—and the Master Ultra Thin Power Reserve, featuring a gradient blue dial and a new generation version of Calibre 938, now offering a power reserve of 70 hours.
For more information, please visit Jaeger-LeCoultre.com.