The 1931 Polo Club created for Jaeger-LeCoultre’s Watches and Wonders booth is being used for pop-up shows at the brand’s boutiques in New York and Los Angeles next month.
From May 1 to 10, the The 1931 Polo Club Traveling Collection will be exhibited at the JLC store on Madison Avenue before heading to the West Coast for the same exhibition at its Rodeo Drive from May 17 to June 3
The 1931 Polo Club is an homage to the origin story of JLC’s Reverso watch, which would be flipped over to protect its face from damage during a chukka.
Its Art Deco styling is inspired by the architectural movement of the Roaring Twenties, captured in literature and film in F. Scott Fitzgerald’s The Great Gatsby where, “The parties were bigger, the pace was faster, the buildings were higher, and the morals were looser”.
The exhibition will take visitors through the almost 100-year history of the Reverso with rarely seen heritage pieces and an up-to-date showcase of new watches launched in Geneva earlier this month.
Novelties for 2025 include the Reverso Tribute Minute Repeater, the Reverso Tribute Geographic world timer in steel, two Metier d’Art Reverso One ‘Precious Flowers’ watches and two variations of the Reverso Tribute Duoface Small Seconds.
Exhibitions in watch boutiques double-up as opportunities to sell watches, and JLC is making sure visitors are high on a sugar rush brought on by confectionary from chocolatier Mathieu Davoine.
