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The Reverso took a distinguished spot throughout Watches and Wonders 2025. Not solely had been the brand new Reverso watches the spotlight of the Jaeger-LeCoultre sales space, however they had been additionally the discuss of the city.
Jaeger-LeCoultre Manufacture
Earlier this yr, earlier than Watches and Wonders, I traveled to Jaeger-LeCoultre’s headquarters in Le Sentier to see the brand new Reverso assortment in nice secrecy. Once you go to the Jaeger-LeCoultre manufacture, you already know you’ll see some extraordinary issues. When you go the doorway, it’s all about watchmaking. Though the scale of the manufacture is spectacular, it feels such as you’re visiting a family-owned enterprise that takes nice pleasure in conventional watchmaking. The model is also known as “the watchmaker of watchmakers” due to its revolutionary character and enormous variety of in-house-developed calibers that many different manufacturers have used. Later, at Watches and Wonders 2025, we obtained to see the brand new Reversos once more and the reactions from watch fans and collectors such as you.
We talked to Jérôme Lambert, CEO of Jaeger-LeCoultre, and mentioned the reception of the Reverso assortment, its particular position in France, right now’s watch market, and extra.
Jérôme Lambert, CEO of Jaeger-LeCoultre
The Reverso: Don’t name it a comeback
Robert-Jan Broer (RJB): Jaeger-LeCoultre had great momentum at Watches and Wonders with the brand new Reverso assortment. Do you’re feeling the Reverso is making a correct comeback after a few years of sports activities watches dominating fans’ minds?
Jérôme Lambert (JL): We’re very pleased with the momentum we’ve got constructed across the Reverso, notably following the final version of Watches and Wonders in Geneva. But, the Reverso just isn’t correctly making a “comeback” as a result of it by no means left. It has remained one of the iconic and enduring designs in watchmaking for over 90 years.
What we’re seeing, nevertheless, is a shift within the broader market. Fans are gravitating again towards refined proportions, slimmer profiles, and watches that categorical magnificence and restraint. These are qualities the Reverso has embodied from the start. Whereas outsized sports activities watches lengthy dominated the traits, there’s now a renewed appreciation for items that provide each heritage and flexibility. The Reverso, initially designed for sport but executed with timeless sophistication, uniquely bridges these worlds. We’re leaning into this duality by refining case sizes, enhancing wearability, and persevering with to push the boundaries of mechanical innovation with out compromising aesthetics. Our skill to attain that lies in being a totally built-in manufacture, with greater than 180 watchmaking expertise mastered beneath one roof.
Reverso “Or Deco” — Fratello’s favourite as properly
RJB: Was there a specific response (from the market or media) to one of many new Reverso fashions that stood out for you?
JL: The Reverso Tribute Monoface Small Seconds “Or Deco” notably stood out. This piece was a pure match — Milanese mesh, born within the Thirties, sharing with the Reverso not solely an period but additionally an analogous spirit of graphic magnificence, purity, and understated sophistication. And but, this mix had by no means seen the sunshine of day. It was there earlier than our eyes, like a forgotten obviousness. We merely needed to dare.
The end result speaks for itself. Deeply rooted in our historical past, the watch is elegant and timeless, but it provides one thing resolutely new and decidedly up to date. It’s exactly this faithfulness to our heritage and assertive inventive freedom that displays our imaginative and prescient — to reinvent ourselves by drawing on our codes, our historical past, and our technical mastery. The piece was surprising and drastically appreciated by shoppers and the media alike.
Uncertainty amongst shoppers
RJB: The watch market has gone gentle previously two years. There’s not one root trigger for this, as a number of issues are occurring on the planet that make shoppers insecure. What’s your tackle the scenario?
JL: The watch market has certainly softened lately, and this is because of a number of international components creating uncertainty amongst shoppers. Through the pandemic, we noticed an unprecedented surge pushed largely by speculative shopping for. Many consumers considered watches as funding property fairly than private timepieces to take pleasure in. This led to inflated demand and ready lists, with many watches saved unworn in safes. Right this moment, the market is recalibrating. Collectors and shoppers have grown extra discerning, shifting their focus from hypothesis to the intrinsic worth of a watch — its craftsmanship, technical innovation, and genuine heritage. This can be a optimistic evolution that aligns completely with Jaeger-LeCoultre’s DNA.
As a totally built-in manufacture with almost two centuries of experience, we’ve got at all times prioritized the substance behind the watch — the invention, artistry, and meticulous handcrafting that make a timepiece actually distinctive. Our Métiers Rares atelier embodies this dedication, preserving uncommon artisanal expertise that elevate our watches past mere objects of standing. On this atmosphere, we don’t chase fleeting traits or speculative hype. As an alternative, we proceed to supply collectors and fans timepieces designed to be worn, cherished, and handed down.
Celebrating achievements
RJB: What measurements can Jaeger-LeCoultre take to maintain spirits optimistic?
JL: At Jaeger-LeCoultre, sustaining a optimistic spirit begins with a robust basis, and we’re lucky to have a really particular one. The Vallée de Joux, the place our manufacture has been rooted since 1833, provides greater than only a breathtaking pure setting. It reminds us on daily basis of the values that outline true craftsmanship — endurance, humility, and precision. It’s an atmosphere that nurtures calm focus, even in occasions of uncertainty.
We additionally discover power by our historical past. Over greater than 190 years, La Grande Maison has weathered wars, crises, and moments of transformation. But, by each problem, we’ve got remained dedicated to innovation and excellence. That resilience is one thing we stock ahead with pleasure. It exhibits us that even in essentially the most tough occasions, we’ve got continued to create, invent, and encourage.
And most significantly, we rejoice our achievements, not simply to honor the previous but additionally to inspire the current. Each caliber we develop, each creative craft we protect by our Métiers Rares, is a reminder of what we’re able to as a collective. Conserving that sense of pleasure alive within the work we do and the values we stand for is likely one of the strongest methods we are able to preserve spirits excessive and transfer ahead with objective.
The Reverso is an icon
RJB: How come fans accuse many watch manufacturers of “milking their icons,” whereas the Reverso has by no means obtained this type of criticism? How has Jaeger-LeCoultre prevented this?
JL: Via 9 a long time, the Reverso has frequently reinvented itself with out ever compromising its identification. It has housed greater than 50 totally different calibers, whereas its clean steel verso has change into a canvas for inventive expression, adorned with enamel, engravings, or gem stones.
The Reverso is a watchmaking icon, a timepiece with a definite identification and heritage. It’s a synthesis of type and performance with a design based mostly on a swiveling case. This makes it one of the creative wristwatches in historical past. Not solely is the Reverso iconic, but it surely additionally demonstrates the craftsmanship and precision expertise of our manufacture.
The again of the Reverso case supplies the proper canvas for a few of the most celebrated works of human creativity. Whereas sure expertise have been misplaced eternally and others are now not taught, Jaeger-LeCoultre is thought exactly for its mastery of the very best effective watchmaking savoir-faire and Métiers Rares. To provide and embellish its items, we’re one of many few totally built-in manufactures and unite no fewer than 180 crafts beneath one roof.
We hope the Reverso will proceed to epitomize the spirit of modernity and creativity that impressed its creation, now and for a few years to return.
The Collectibles Program
RJB: With the pre-owned market (and auctions) turning into larger and greater, do you actively observe or monitor how the Reverso performs there? What have you ever observed?
JL: Relating to the public sale market, the Reverso continues to carry out remarkably properly. Earlier this yr, we adopted a regional public sale in Troyes, the place a uncommon lozenge-shaped gold Jaeger watch from the early twentieth century — initially estimated at simply €800 — offered for €55,000 (€68,200 together with charges) to a New York-based collector. Its uncommon design, glorious situation, and rarity captured the eye of connoisseurs, reminding us simply how quietly highly effective our heritage will be. It was a delicate but putting celebration of what makes Jaeger-LeCoultre distinctive — the emotional worth of time, the quiet power of design, and the enduring great thing about effective craftsmanship.
Past auctions, we carefully observe the rising pre-owned and collector markets. That’s exactly why we created The Collectibles program. It’s for fans who want to deepen their information of a pivotal period in watchmaking historical past and for collectors searching for to amass certainly one of La Grande Maison’s emblematic timepieces, together with icons just like the Reverso.
We not too long ago unveiled Capsule IV in Paris, presenting 10 distinctive timepieces and marking a century of the Duoplan, celebrating 100 years of miniature mastery. It’s but another excuse to remain engaged with our program, which continues to honor our heritage and reveal new treasures.
Gifting a Reverso
RJB: I heard that the Reverso was a preferred commencement present in France (within the Nineteen Nineties?). Do you continue to see the Reverso as the proper present for commencement and celebration? Have you learnt what number of case backs are engraved, for instance?
JL: It’s true. In France, notably throughout the Nineteen Nineties, the Reverso grew to become a preferred selection as a commencement present. And I consider that sentiment nonetheless holds right now. The Reverso is greater than a timepiece; it’s a image of accomplishment and a brand new chapter starting. That’s what makes it such a significant present for all times’s milestones, similar to commencement, anniversaries, or private successes.
What units the Reverso aside is its distinctive capability for personalization. Its swivelling case again has lengthy been an area for engraving: initials, dates, messages, and even miniature artworks. I can say with confidence that personalization is a rising facet of our shoppers’ relationship with the Reverso. More and more, individuals are searching for watches that inform their tales. Via bespoke requests and the power to create one-of-a-kind items, the Reverso continues to evolve as a deeply private icon. As talked about, it has hosted greater than 50 calibers all through its historical past, but its identification stays intact — at all times a mix of creativity, heritage, and emotional resonance.
So, sure, I completely see the Reverso as the proper present to mark a significant second as a result of it isn’t solely a watch but additionally a legacy in movement.
Reverso Tribute Geographic on Lambert’s wrist
RJB: Which Reverso is your all-time favourite?
JL: That could be a very tough query. The Reverso assortment is so wealthy in character and historical past that every piece provides one thing distinctive. But when I had to decide on the one I discover myself carrying most frequently, it could be the Reverso Tribute Geographic in metal. It’s a deeply private selection. This watch represents an ideal stability between technical ingenuity and refined aesthetics. At its coronary heart is our new in-house caliber 834, developed solely by our groups on the manufacture. It’s a totally built-in rectangular motion, not a modular building, and it delivers a 42-hour energy reserve whereas housing two refined problems, the Grande Date and a World Time operate, each executed with precision and originality.
What I notably admire is the patented date mechanism and intricacy of the world-map disc, laser-cut with 141 tiny hollows, every hand-filled with lacquer. It’s a watch that speaks not solely to technical excellence but additionally to the creative savoir-faire that defines Jaeger-LeCoultre.
One other piece I maintain in excessive regard is the Reverso Tribute Monoface Small Seconds “Or Deco.” With this piece, we wished to raise the inherent magnificence of Reverso by introducing a component that displays each heritage and up to date refinement. The Milanese bracelet isn’t just about aesthetics. It is usually a tribute to consolation, with its fluid, nearly second-skin match. And apparently, each the Reverso and Milanese mesh share a parallel narrative — durations of quiet magnificence.
In the end, these two fashions embody what I consider to be the essence of Jaeger-LeCoultre — the fusion of type and performance, custom and innovation.
RJB: Thanks for answering these questions!
Tell us what you consider the Jaeger-LeCoultre Reverso or share any Reverso tales you could have with us within the feedback beneath!
