The story of the Reverso watch, one of Jaeger-LeCoultre’s most beloved models, is coming to life in New York City. While the immersive exhibition, “Reverso Stories” was created in 2021 to mark the 90th anniversary of the watch, this stop of the tour will serve as the exhibition’s North American debut and comes right before the opening of the brand’s new flagship on Madison Avenue.
“Bringing the Reverso exhibition to New York was a priority because of the ties between the Reverso and the Art Deco movement and the architecture of New York City. We’ve been studying this project for about 2 years and it’s a really special moment for the Maison to be here, in the heart of Manhattan, near the Empire State Building; itself an art deco milestone that shares a similar timeline to our Reverso style,” Catherine Rénier, CEO of Jaeger-LeCoultre tells Town & Country.
Located in Iron 23 within Manhattan’s Flatiron district, the exhibition divides the nine decades of the Reverso by four. “Story of an Icon” tells the story of the watch’s origins and is filled with archive materials. “Story of Style & Design” looks at the Art Deco references of the watch. “Story of Innovation” highlights the inventive spirit of the watch and manufacturing. “Story of Craftsmanship” pays tribute to the engravers, gem-setters, enamelers, and others who have collaborated with the brand.
But, this is no case of strict observation. The exhibition offers several immersive elements such as a digital art installation by Korean artist Yiyun Kang; a room dedicated to Japanese artist Hokusai, whose works have been reproduced on Reverso timepieces; the 1931 Café serving an Art Deco-inspired menu; and a hands-on watchmaking Discovery Workshops within the Atelier d’Antoine.
Rénier explains Kang’s participation in the brand’s Made of Makers program, which aims to bridge watchmaking with other art forms. “This time we commissioned a piece from Dr. Kang, which takes from the concept of the golden ratio,” Rénier says. “The golden ratio is not only the mathematical equation of beauty, it is also the mathematical equation of the case of the Reverso.”
Reverso Stories is open to the public from now to November 22nd. For tickets, please visit online-booking.jaeger-lecoultre.com.