Jaeger-LeCoultre has announced a collaboration with lettering artist Alex Trochut. For Jaeger-LeCoultre, he has created the '1931 Alphabet,' a new alphabet that offers a dynamic and contemporary interpretation of Art Deco.

Through its "Made of Makers" series, which collaborates with artists, designers, and craftspeople from fields outside of watchmaking, Jaeger-LeCoultre shares fundamental values of creativity, expertise, and precision with leading creators.

Alex Trochut is a lettering artist known for his experimental approach to typography. Focusing on the potential of language as a visual medium, he has created many evocative works with an expressive power that integrates text and image.

Alex felt a natural affinity between his work and that of Jaeger-LeCoultre's watchmakers and skilled artisans. As a starting point for his inspiration, he focused on Art Deco, which is prominently visible in his adopted home of New York. Art Deco is also an extremely important style for Jaeger-LeCoultre, associated with the creation of the Reverso.

Born in the booming 1920s and 30s in America, Art Deco is a geometric, industrial design style that dominated everything from architecture to interiors and wristwatches of the era. It embodies a spirit of progressive thinking, a fascination with technology, and creative energy.

Alex reinterpreted Art Deco with a sharp, contemporary perspective. Through this new typeface, he has expressed the brand's values in an original way. Each letter possesses a powerful visual depth, akin to bold sculpture, conveying dynamism and vitality in both two-dimensional forms and three-dimensional objects.

This work is presented as the latest installation of the "Made of Makers" program and will be exhibited at "Reverso Stories," an exhibition in New York (October 26 - November 14, 2022) imbued with the narrative and spirit of Art Deco.

Furthermore, with the Reverso, personalization is offered by engraving initials or numbers on the case back that appears when the watch face is flipped. This lettering, which will become one of Jaeger-LeCoultre's new signatures, will also be available for engraving.

We eagerly anticipate the new expressions this dynamic typography, a 21st-century take on Art Deco, will bring to the Reverso. With plans for its use in various other Jaeger-LeCoultre concepts in the future, our expectations are high.