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.

Because of this, Jaeger-LeCoultre has revealed a new brand manifesto as ‘The Watchmaker of Watchmakers’ with a new campaign starring Lenny Kravitz and Anya Taylor-Joy. The new campaign reflects on the true source of success. In the short film that anchors the campaign, Anya and Lenny perform against a minimal backdrop, focusing the attention on the two artists. The dynamic interweaving of their stories builds into a powerful message about the unseen work that makes their creativity appear so effortless —a natural analogy to the art and craft of watchmaking. The film was directed by French visual artist and creative director Quentin Deronzier. The soundtrack called ‘Mount’ was produced by the French musical duo The Blaze.

For the new campaign, 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. The Reverso Tribute Duoface Tourbillon turns from its classical Art Deco-style silver sunray-brushed front dial to a semi-skeletonized 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.

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