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Timeless Jaeger-LeCoultre

Timeless Jaeger-LeCoultre
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The Biggest Watch Trends for 2023 and Beyond

Watches & Wonders, the world s most prestigious timepiece fair, showcased the latest watch trends for 2023 and beyond. ....

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Jaeger-LeCoultre Launches "a Year of Reverso"

In 2021 Jaeger-LeCoultre will celebrate the 90
th anniversary of its most famous watch, the Reverso. Distinguished by its rectangular-case-within-a-case and its Art Deco stylings, the Reverso’s key feature is, of course, its flip-over face.
Developed for fashion conscious ‘sporting gentleman’ – which in 1931 meant polo players – this quirk allowed the watch face to be reversed against the wrist, affording some protection as men on horseback whacked a ball about during the Raj.
What was born a sports watch has become a dress watch: today’s Reverso fans tend to be dapper actors (Jamie Foxx, Jon Hamm, Pierce Brosnan) rather than equestrian sportsmen. ....

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Jaeger-LeCoultre's 90th anniversary Reverso has a telling detail

Like brake horsepower figures, watch brand anniversaries can attract a sort of unthinking, Pavlovian wonder. A number ending in a nice big zero – 10, 50, 100 years! – often delivers the illusion of significance without ever facing any real scrutiny. Anniversaries are sometimes, therefore, little more than marketing fast food – and they can get in the way of a good story (or, indeed, cover up a bad one).
What then to make of the 90th anniversary of Jaeger-LeCoultre’s lynchpin Reverso, which rolls into town next year, no doubt with as much fanfare as Covid allows? The rectangular art deco flippable watch has been with us since 1931, created in response, as the romantic telling has it, to the whinnying of polo-playing British officers of the Raj who sought a watch they could wear during a chukka without fear of it getting smashed. Despite the passing of nine decades, the Reverso is still a modern classic, a watch wardrobe staple that is unequivocally one of the greatest e ....

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