Jaeger-LeCoultre Brings The Reverso To Life In New York Through The ‘Reverso Stories’ Exhibition

By Adrienne Faurote October 23, 2023

This November, Jaeger-LeCoultre invites watch enthusiasts and art connoisseurs to embark on a captivating journey into the world of the Reverso with the ‘Reverso Stories’ exhibition. Originally created in 2021 to celebrate the 90th anniversary of the iconic Reverso timepiece, this immersive exhibition is making its North American debut in the vibrant heart of New York City. Nestled in the remarkable setting of IRON 23, this exhibition runs from November 3 to November 22, 2023, just ahead of the grand opening of Jaeger-LeCoultre’s flagship boutique on Madison Avenue.

Photo Credit: Courtesy of Jaeger-LeCoultre

‘Reverso Stories’ offers a retrospective that spans nine decades of timeless modernity. It peels back the layers of craftsmanship, innovation, and design that define the iconic Reverso timepiece — while also delving into the broader creative and cultural universe that has grown around it. Since its inception in 1833, Jaeger-LeCoultre has consistently expressed its spirit of innovation, creating numerous world-firsts. Among them is the legendary, patented swiveling case of the Reverso watch. Born in 1931 on the polo fields of India, the Reverso was conceived as a case that could be flipped to protect the watch during the vigorous game of polo. With its revolutionary design and meticulous craftsmanship, the Reverso swiftly transcended its original purpose, becoming an icon of 20th-century design cherished by trendsetters from various walks of life.

Photo Credit: Courtesy of Jaeger-LeCoultre

Visitors will be able to fully immerse themselves into the world of the JLC Reverso through four essential themes: ‘Story of an Icon,’ ‘Style and Design,’ ‘Innovation,’ and ‘Craftsmanship.’ The experience is elevated by an immersive digital art installation by Korean artist Yiyun Kang, an area dedicated to the video series ‘In the Making’ offering insights into the 180 crafts practiced at the Manufacture, a space honoring Japanese artist Hokusai and his works reproduced on Reverso timepieces, the 1931 Café serving an Art Deco-inspired menu, and hands-on watchmaking Discovery Workshops within the Atelier d’Antoine.

Photo Credit: Courtesy of Jaeger-LeCoultre

In addition to showcasing historic Reverso timepieces, the exhibition will include the 2023 Reverso models unveiled at Watches and Wonders, along with two exceptional new Reverso Tribute Enamel models making their debut during the New York season of ‘Reverso Stories.’

The ‘Reverso Stories’ Exhibition will run from November 3 to November 22, 2023, at IRON 23, located at 29 W 23rd Street, NY 10010.