Lenny Kravitz has been appointed as a new Maison Ambassador for Jaeger-LeCoultre. The brand sees him as the perfect partner thanks to a “shared spirit of style and creativity”.
A modern day Renaissance man, the singer, songwriter, producer, multi-instrumentalist, actor, designer, and photographer is one of the greatest rock musicians of a generation and follows the recent announcement of Anya Taylor-Joy also becoming a friend of the brand.
A true original who has always blazed a trail throughout his three-decade career, Kravitz has followed his own road since the beginning of his career. According to JLC, the relationship has developed organically because of the similarities between his creative philosophy and that of the house.
“For creators, the most important thing is finding their voice, knowing what they represent and being true to their vision – while always staying open to new ways of thinking,” he says explaining his unique approach.
Known for his sense of urbanity and flair, and a watch fan since childhood when he was entranced by his father’s chronographs, Kravitz says he has always felt an affinity to Jaeger-LeCoultre and its “craftsmanship, style, and functionality”.
For Jaeger-LeCoultre and its CEO Catherine Rénier, Lenny is the perfect ambassador for the brand, which has always had as its most recognised model a rectangular hinged case while most other brands have people-pleased with simple round shapes.
Praising Kravitz’s “artistry, inventiveness, and capacity to transcend genres”, Rénier says: “It makes us very happy to have him represent our maison.”
Rumours of a link between the artist and brand were already circulating prior to today’s official announcement. In recent months, Kravitz has been seen at several events, including the 2023 Oscars, wearing a Reverso.
Unsurprisingly, it is said to be one of his favourite watches – an iconic timepiece for the man voted as the Council of Fashion Designers of America (CFDA)’s “Fashion Icon” 2022.
Appreciating form as much as function, Krazitz says: “A watch’s style, or how it looks and fits on your wrist, is quite significant in addition to its functionality.
You have to genuinely relate to it.
“My Jaeger-LeCoultre pieces fit in with me and have a style that is utterly ageless, making them feel like they have always been there. These watches are very personalisable, and they always fit when you want to change the vibe or the mood. It seems as though they merge with you.”
