This November, Jaeger-LeCoultre invites visitors to discover the world of Reverso through a richly immersive exhibition set in the heart of New York City. ‘Reverso Stories’ was created in 2021 to mark the 90th anniversary of the Maison’s iconic timepiece, and in 2023 the exhibition’s world tour comes to Manhattan for its North American debut. With its remarkable legacy of Art Deco architecture and style, New York is a particularly fitting setting for the celebration of the Reverso’s Art Deco origins.
Located at IRON 23, the exhibition will run from November 3 to November 22, 2023. The 'Reverso Stories' exhibition arrives just ahead of the grand opening of Jaeger-LeCoultre's new flagship boutique on Madison Avenue.
A fascinating retrospective that leads visitors through nine decades of timeless modernity, ‘Reverso Stories’ reveals the craftsmanship, innovation and design behind the celebrated timepiece and also explores the wider creative and cultural universe surrounding it.
Visitors will discover the Reverso story through four key themes: Story of an Icon, Style and Design, Innovation, and Craftsmanship.
The Story of an Icon, retells the tale of the Reverso’s origins through rarely seen archive materials and milestone Reverso watches from the Jaeger-LeCoultre collection.
The Story of Style & Design looks at the Reverso watch as a quintessential example of Art Deco design that remains timelessly modern today, expressing the spirit of the Golden Ratio.
The Story of Innovation highlights the insatiable spirit of invention that characterises the Jaeger-LeCoultre Manufacture, from the first brilliant idea for a reversible case, to the development of ground-breaking complications designed specifically for its rectangular shape.
The Story of Craftsmanship pays tribute to the engravers, gem-setters, enamellers and guillochage masters of the Manufacture’s Métiers Rares™ atelier, revealing how they have unleashed the full potential of the Reverso as a canvas for artistic expression and personalised messages.
The experience is enhanced by an immersive digital art installation by Korean artist Yiyun Kang; a space devoted to the video series ‘In the Making’, which reveals the secrets of the 180 crafts practiced in the Manufacture; 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 hands-on watchmaking Discovery Workshops within the Atelier d’Antoine.
In addition to historic timepieces, the exhibits will include the 2023 Reverso models launched at Watches and Wonders, and two exceptional new Reverso Tribute Enamel models that will be launched during the New York season of ‘Reverso Stories’.
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: https://online-booking.jaeger-lecoultre.com/domaine/theme16.
Photography by:
