The Jaeger-LeCoultre ‘Reverso Stories’ Pop-Up Lands In New York

On the heels of the immense success of Jaeger-LeCoultre in New York last year celebrating the Reverso, Jaeger-LeCoultre invites New York City residents and visitors to embark on a captivating journey through nine decades of craftsmanship, inventiveness, and design with the ‘Reverso Stories’ pop-up. Held in the heart of Manhattan at Hudson Yards’ Public Square & Gardens, this immersive exhibition runs from December 6–15, 2024. Visitors will be treated to a mesmerizing exploration of the Reverso’s evolution amidst cultural and social transformations.

The ‘Reverso Stories’ Pop-up is a tribute to the Art Deco origins of one of the most iconic timepieces in horological history. Presented in four chapters—Story of an Icon, Story of Style & Design, Story of Innovation, and Story of Craftsmanship—the exhibition showcases a curated selection of emblematic models, from rarely seen archival pieces to contemporary high-jewelry and miniature-painted watches. A highlight is the Reverso Hybris Mechanica Calibre 185 ‘Quadriptyque’—the world’s first wristwatch with four functioning faces.

Adding to the allure, visitors can witness a live demonstration of the perlage technique, offering a rare glimpse into this intricate decorative art form. The exhibition also celebrates Jaeger-LeCoultre’s latest masterpiece, the limited-edition Reverso Tribute Chronograph in pink gold, which reinterprets Art Deco geometry with a striking new dial and open-worked reverse showcasing the Calibre 860.

The Pop-up’s multisensory offerings include a warm retreat at the nomadic 1931 Café, named after the year the Reverso was born. Here, guests can enjoy beverages while soaking in the exhibition’s ambiance.

Under the brand’s ‘Made of Makers’ program, the exhibition features two remarkable collaborations, including Yiyun Kang’s Multimedia Installation, a tribute to the Golden Ratio’s symmetry and the geometry of Art Deco design, which is displayed on a large-scale three-dimensional screen and Nicolas Bonneville’s Signature Scents, where the renowned scent artist has crafted three exclusive fragrances, inviting visitors to engage in an interactive olfactory game to identify key ingredients.

For those seeking deeper engagement, the Jaeger-LeCoultre flagship boutique at 701 Madison Avenue offers educational workshops through the Atelier d’Antoine. These Discovery Workshops delve into the Reverso’s world, providing a hands-on experience in watchmaking. Additionally, perfumery masterclasses introduce participants to the artistry behind creating unforgettable scents.

Since its debut in 1931, the Reverso has epitomized timeless elegance and innovation. From its origins as a robust watch designed for polo players to its evolution as a canvas for artistic expression, the Reverso remains a beacon of modernity and design excellence. Join Jaeger-LeCoultre this December at Hudson Yards to celebrate the enduring legacy of this horological icon.