In November, Jaeger-LeCoultre welcomes guests to explore the realm of Reverso through an immersive exhibition set in the heart of New York City. ‘Reverso Stories,’ initially conceived in 2021 to commemorate the 90th anniversary of the iconic timepiece, now arrives in Manhattan for its North American premiere in 2023. Given New York’s remarkable legacy of Art Deco architecture and style, it serves as an ideal backdrop for celebrating the Reverso’s Art Deco origins.
The exhibition, situated at IRON 23, is scheduled to run from November 3 to November 22, 2023, just prior to the grand opening of Jaeger-LeCoultre’s new flagship boutique on Madison Avenue.
‘Reverso Stories’ presents a captivating retrospective that guides visitors through nine decades of enduring modernity, unveiling the craftsmanship, innovation, and design that underpin the revered timepiece. It also delves into the broader creative and cultural world that surrounds it.
Within this exhibition, visitors will embark on the Reverso journey, exploring it through four key themes: ‘Story of an Icon,’ ‘Style and Design,’ ‘Innovation,’ and ‘Craftsmanship.’ The experience is enriched by an immersive digital art installation by Korean artist Yiyun Kang, a dedicated space showcasing the video series ‘In the Making,’ which unveils the secrets of the 180 crafts practiced in the Manufacture, a room paying homage to Japanese artist Hokusai, who inspired Reverso timepieces, and the 1931 Café serving an Art Deco-inspired menu. Visitors can also participate in hands-on watchmaking Discovery Workshops within the Atelier d’Antoine.
The exhibition features not only historic timepieces but also the 2023 Reverso models introduced at Watches and Wonders, along with two exceptional new Reverso Tribute Enamel models set to be launched during the New York season of ‘Reverso Stories.’
Unveiling Nine Decades of Timeless Modernity through Four Narratives
Jaeger-LeCoultre has been expressing its spirit of innovation since 1833, notably with the patented swiveling case of the Reverso watch. This iconic representation of Art Deco style was born in 1931 on the polo fields of India, with the idea of a case that could be flipped over to protect the watch while playing the ‘sport of kings.’ With its revolutionary design and impeccable craftsmanship, the Reverso quickly transcended its original purpose, becoming an emblem of 20th-century design embraced by trendsetters from all walks of life.
The story of Reverso unfolds in four chapters. ‘The Story of an Icon’ revisits the Reverso’s origins through seldom-seen archive materials and milestone Reverso watches from Jaeger-LeCoultre’s collection. ‘The Story of Style & Design’ highlights the Reverso as a quintessential example of timeless Art Deco design, expressing the spirit of the Golden Ratio. ‘The Story of Innovation’ showcases the constant spirit of invention at the Jaeger-LeCoultre Manufacture, from the original concept of a reversible case to groundbreaking complications designed specifically for its rectangular shape. ‘The Story of Craftsmanship’ pays tribute to the skilled artisans of the Manufacture’s Métiers Rares™ atelier, revealing how they have harnessed the Reverso as a canvas for artistic expression and personalized messages.
Where Art Meets Watchmaking
At the heart of the exhibition, Yiyun Kang’s multimedia installation, ‘Origin,’ was specially commissioned by Jaeger-LeCoultre under its ‘Made of Makers’ program. Kang is renowned for her immersive audio-visual and projection-mapping installations, which transform spaces with moving images and sound. Her installation, projected onto a large three-dimensional screen, explores the Golden Ratio, a fundamental concept symbolizing aesthetic harmony in both nature and man-made design, and a guiding principle for the Reverso since 1931.
Celebrating Craftsmanship
The exhibition showcases the 180 crafts housed under one roof at the Manufacture Jaeger-LeCoultre, with two dedicated spaces focusing on specific aspects of the craft and art of watchmaking. ‘In the Making’ offers a series of short films taking viewers behind the scenes, with a focus on individual crafts, including rarely seen stages of the watchmaking process, explained by the artisans themselves. The ‘Hokusai’ room pays tribute to the master enamellers of the Manufacture’s Métiers Rares™ atelier and honors the 19th-century Japanese artist Katsushika Hokusai, whose works have been reproduced as enamelled miniatures on the case-backs of Reverso watches.
An Educational Journey
‘Reverso Stories’ provides visitors with an in-depth exploration of watchmaking through the Atelier d’Antoine, a hands-on educational workshop centered on the Reverso. This Discovery Workshop is available to all visitors by appointment.
Indulge in Pastries Inspired by the Golden Ratio
To fully immerse visitors in the spirit of Art Deco, the 1931 Café invites guests to pause and savor a selection of meticulously crafted pastries designed by award-winning French pastry chef Nina Metayer, a collaboration under the ‘Made of Makers’ program. These pastries are inspired by the principles of the Golden Ratio and incorporate ingredients from the Vallée de Joux.
The ‘Reverso Stories’ Exhibition will take place from November 3 to November 22, 2023 at IRON 23, located at 29 W 23rd Street, NY 10010. Entry is open to the public and free of charge.
Opening hours and admission:
Tuesday to Thursday 11am until 7pm
Friday and Saturday 10am to 7pm
Sunday 11am to 6pm
Closed on Monday
Guests will be able to walk in or book guided visits online at: Jaeger-LeCoultre – Theme – THE REVERSO STORIES EXHIBITION
