Swiss luxury watch house Jaeger-LeCoultre presented its fall 2023 collection in an advertising campaign featuring global brand representatives Nicholas Hoult And Anya Taylor-Joy. The film’s campaign perfectly embodies the values of patience, humility, hard work and the relentless pursuit of excellence – pillars that have supported La Grande Maison throughout its remarkable 190-year journey.
Deep in the heart of the Vallée de Joux, Jaeger-LeCoultre boasts a legacy of engineers, watchmakers and artisans. Over generations they have cultivated a staggering repertoire of 180 different skills. Such deep mastery opens up almost limitless possibilities.
For almost two centuries, the manufacture has proudly created more than 1,400 unique calibers. Some of the company’s more than 430 patents have had a profound impact on the history of watchmaking. The world was in awe of seeing some of the most extraordinary watch movements designed, produced and assembled by La Grande Maison. This distinction earned Jaeger-LeCoultre the honorary title of “Watchmaker among Watchmakers.”
For Jaeger-LeCoultre, watchmaking excellence, like all forms of creative talent, is the result of tireless patience and dedication. True greatness is revealed when innate talent is transformed moment by moment into skill, achievement after humble achievement. Pure passion is carefully honed into unwavering commitment and focus. Those fleeting sparks of genius? They are born as a result of many years of acquiring knowledge. Expertise is not an instantaneous phenomenon; it is the culmination of countless moments spent honing and perfecting. The parallels between music, art, performance, literature, design and watchmaking are unmistakable. This is the deep essence of the Jaeger-LeCoultre Manifesto.
This latest cinematic addition to the campaign continues the narrative legacy of its predecessor, which starred Lenny Kravitz alongside Anya Taylor-Joy. Famous French artist and creative maestro. Quentin Deronzier takes the director’s reins again. The iconic Reverso has firmly established its presence as the visual cornerstone of Jaeger-LeCoultre’s Fall 2023 campaign.
In the film, Nicholas Hoult gracefully dons the Reverso Tribute Chronograph in steel, paired with Anya Taylor-Joy, who elegantly wears the Reverso Duetto Small in shimmering rose gold.
The Reverso Tribute Chronograph flows seamlessly from an understated Art Deco sunburst front dial to an intricately skeletonized and ornate rear dial, revealing a secondary time display that blends with the chronograph registers.
Conversely, the Reverso Duetto Small, with its day and night character, captivates by displaying the time on two dials, each of which radiates a special atmosphere.
Since its creation in 1931, the Reverso watch has always embodied the spirit of innovation. The models featured in this film are a testament to its endless potential for reinvention. They are a brilliant embodiment of Jaeger-LeCoultre’s tireless pursuit of excellence, both in technical achievements and in aesthetic pursuits.