Jaeger-LeCoultre Publishes a Book to Commemorate the 90th Anniversary of the Reverso

JAEGER-LECOULTRE

The Story of the Reverso, an Iconic Piece Expressing a Modern Spirit

To commemorate the 90th anniversary of the Reverso in 2021, Jaeger-LeCoultre is publishing a book titled "Reverso" with Assouline, a publisher of luxury books. Produced in collaboration with Assouline, the book is richly illustrated with archival images and original photography, tracing the story of one of the world's most famous watches through stimulating texts by renowned writers, historians, journalists, and watch expert Nicholas Foulkes.

Text by Sayaka Ozaki | Edit by Takashi Tsuchida

Chronicling the Trajectory of the Reverso, a Classic of 20th-Century Design

Produced in collaboration with watch expert Nicholas Foulkes and published by Assouline, "Reverso" is a book that traces the story of one of the world's most famous watches.

Born in 1931, at the height of the Art Deco era, the Reverso was created in response to the challenge of designing a watch that could withstand the rigors of a polo match. Its practical design, featuring a unique rotating case that protected against impacts during play and a refined form, became widely recognized as an icon of 20th-century style.

This book not only traces the history and evolution of the Reverso, with over 50 calibers and hundreds of dials developed, but also explores the social and cultural changes that provided the backdrop for its creation, as well as its subsequent renewals.

Initially, the back of the case, revealed when the Reverso was flipped, served as a functional element for protection against impacts and was left unadorned. However, it soon became a canvas for creative expression, decorated with enamel, engraving, and gemstones. The book also includes stories of a dozen or so Reverso owners who personalized their watches in meaningful ways.

Furthermore, it details the captivating story of Jaeger-LeCoultre's founders, inventions that significantly influenced watchmaking history, and the Maison's development as a fully integrated manufacture, bringing together over 180 skills.