Starting today, and running until 24 December, Jaeger-LeCoultre’s Reverso Stories begins a 10-day residency in London’s Covent Garden.
The pop-up exhibition, which celebrates 91 years of the brand’s signature hinged and double-sided wristwatch, is free to visit and is open from 11am to 8pm every day until Christmas Eve.
An opportunity to see some of the rarest versions of this iconic art deco timepiece, the retrospective will consist of ten decades worth of Reverso milestones, culminating in the 2021 super-complication Hybris Mechanica Reverso Quadriptyque – a four-faced, astronomical masterpiece that will be in the UK for the first time.
Renowned for its “Made of Makers” series that celebrates the close links between horology and art, Jaeger-LeCoultre has continuously collaborated with artists, designers and craftsmen from complementary disciplines including souters Christian Louboutin and Casa Fagliano to visual artists Guillaume Marmin and Zimoun. Currently the brand is involved in six Makers partnerships.
As part of the exhibition, visitors will be able to experience the art installation Spacetime by US artist Michael Murphy which “transports visitors through the three physical dimensions of space and the fourth dimension of time”.
In addition, there will be access to the brand’s most recent partnership with New York-based artist Alex Trochut who has created a new typeface known as “The 1931 Alphabet”, inspired by the strong, bold lines of art deco architecture.
After taking the Jaeger-LeCoultre time-art journey, there is a chance to digest what has been seen in the on-site 1931 Café, a concept first seen in Paris with specially created delicacies inspired by the Reverso’s history.
Reverso Stories exhibition is at The Piazza, Covent Garden, WC2E 8RF London. For more information visit jaeger-lecoultre.com
