Marked as a commemoration of the 90th anniversary of the iconic timepiece, ‘Reverso Stories’ made its debut in 2021. In 2023, this extraordinary exhibition embarks on a journey across the world, making its North American premiere in Manhattan. The city’s rich legacy of Art Deco architecture and style provides the perfect backdrop to celebrate the Reverso’s origins.
Taking residence at IRON 23, the exhibition will run from November 3 to November 22, 2023, just in time for the grand opening of Jaeger-LeCoultre’s flagship boutique on Madison Avenue.
This captivating retrospective, guiding its visitors through nine decades of timeless modernity, unveils the craftsmanship, innovation, and design that underpin the celebrated timepiece. Moreover, it delves into the broader creative and cultural sphere surrounding it.
Attendees will embark on a journey through the Reverso’s history, exploring four key themes: Story of an Icon, Style and Design, Innovation, and Craftsmanship. The experience is enhanced by a mesmerizing digital art installation by the Korean artist Yiyun Kang, an exclusive area dedicated to the video series ‘In the Making,’ shedding light on the secrets of the 180 crafts practiced in the Manufacture, a room paying tribute to the Japanese artist Hokusai, and the 1931 Café, serving an Art Deco-inspired menu. Furthermore, there are hands-on watchmaking Discovery Workshops within the Atelier d’Antoine.
In addition to the historic timepieces, the exhibition boasts the 2023 Reverso models launched at Watches and Wonders, as well as two exceptional new Reverso Tribute Enamel models set to debut during the New York leg of ‘Reverso Stories.’
Since 1833, Jaeger-LeCoultre has been a pioneer, introducing numerous world-first innovations, including the legendary patented swiveling case of the Reverso watch. This timeless expression of Art Deco style originated in 1931 on the polo fields of India, with the idea of a case that could be flipped over to protect the watch during polo matches. The Reverso, with its revolutionary design and impeccable craftsmanship, quickly gained popularity, transcending its original purpose and becoming an iconic symbol of 20th-century design.
The Reverso’s story unfolds in four distinct chapters. The Story of an Icon narrates its origins through seldom-seen archive materials and milestone Reverso timepieces from the Jaeger-LeCoultre collection. The Story of Style & Design portrays the Reverso as a quintessential example of enduring Art Deco design, expressing the essence of the Golden Ratio. The Story of Innovation showcases the relentless spirit of invention at the Jaeger-LeCoultre Manufacture, from the initial concept of a reversible case to groundbreaking complications tailored for its rectangular shape. The Story of Craftsmanship pays homage to the artisans at the Manufacture’s Métiers Rares™ atelier, highlighting their ability to transform the Reverso into a canvas for artistic expression and personalized messages.
At the heart of the exhibition lies Yiyun Kang’s multimedia installation, “Origin,” a creation commissioned by Jaeger-LeCoultre under its “Made of Makers” program. Renowned for her immersive audio-visual and projection-mapping installations, Yiyun Kang’s work reimagines space through moving images and sound. Projected on a vast three-dimensional screen, “Origin” explores the Golden Ratio, a fundamental concept symbolizing aesthetic harmony in both nature and man-made design, which has been the guiding principle of the Reverso since 1931.
The exhibition features two spaces dedicated to the diverse crafts and art of watchmaking. “In the Making” delves into the various crafts with a series of short films, offering a behind-the-scenes look at different stages of the watchmaking process, explained by the artisans themselves. The “Hokusai” room celebrates the master enamellers of the Manufacture’s Métiers Rares™ atelier and pays tribute to the 19th-century Japanese artist Katsushika Hokusai, whose works are beautifully reproduced as enamelled miniatures on the case-backs of a series of Reverso watches.
‘Reverso Stories’ offers attendees a unique opportunity to delve deeper into the art of watchmaking through the Atelier d’Antoine, a hands-on educational workshop focusing on the Reverso. This Discovery Workshop is available to all visitors by appointment.
To complete the immersive Art Deco experience, the 1931 Café beckons guests to pause and savor an array of crafted pastries designed by the award-winning French pastry chef Nina Metayer. This collaboration under the ‘Made of Makers’ program draws inspiration from the Golden Ratio and features ingredients from the Vallée de Joux.
The ‘Reverso Stories’ Exhibition is scheduled from November 3 to November 22, 2023, at IRON 23, located at 29 W 23rd Street, NY 10010. Entry is open to the public and free of charge.
Opening hours and admission:
– Tuesday to Thursday: 11am until 7pm
– Friday and Saturday: 10am to 7pm
– Sunday: 11am to 6pm
– Closed on Monday