Jaeger-LeCoultre has fitted the hoardings outside of its impending Place Vendome boutique with a fully functioning clock based on its famous Reverso timepiece.
The clock will be in place for five months and is housed within the facade covering its soon-to-be-expanded boutique, designed as a preview of the expansion of the watchmaker’s flagship store in Paris.
Jaeger-LeCoultre said it has “taken full advantage” of its expansion project to reach out to aficionados and connoisseurs of fine watches. It has worked with a company called Athem agency which specialises in large-scale prestige communications.
This representation of the Reverso swivelling case, which last year celebrated its 80th anniversary, is presented in 3D and reaches a height of over 6 metres.
Each element of the mechanism has been reinterpreted by the artists and is in place to cover the disruption caused by the building site.
Athem has more than 25 years of experience in large format communication, merging architectural sensibility with topical and creative staging.