London boutique the launchpad for Jaeger-LeCoultre Atelier Reverso


To celebrate the 85th anniversary of the Jaeger-LeCoultre’s iconic Reverso watch, the brand has launched the very first Atelier Reverso in the world.

The new concept was unveiled on Monday night by Jaeger-LeCoultre’s chief executive, Daniel Riedo, and UK and global strategy director, Zahra Kassim-Lakha (pictured above with Polo Ambassador Clare Milford Haven) at the brand’s London flagship boutique.

The new service, offered in a dedicated area in the London boutique, enables clients to find the right combination and create their own personalised Reverso watch.

The customisation offer includes up to 150 variations of dials for the second face of the new Reverso Duetto and Duo models, hundreds of straps options for the whole Reverso collection, and a rich library of engraving designs for the single-sided Reverso pieces.

The interactive experience integrates a digital platform which allows consumers to create an image of his or her ideal Reverso watch.

Riedo explains: “2016 is a big year for Jaeger-LeCoultre. This is the year during which we celebrate the Reverso, an ultimate iconic watch first created in 1931.”

“Since its invention, the Reverso has always offered a possibility to create a personal engraved design on its swivelling caseback, and today we are taking this concept further. Starting first with the London flagship, and soon in Paris, we will introduce in all Jaeger-LeCoultre boutiques worldwide, a possibility for watch lovers to create their own unique Reverso choosing from a wide range of dials, sizes, materials, colors and straps.”

To enrich the Atelier Reverso concept, Jaeger-LeCoultre has collaborated with luxury designer Christian Louboutin.

For its launch, the Atelier Reverso introduced a collection of new dials designed by Christian Louboutin. After visiting the manufacture in Switzerland to grasp the true essence of the maison and its unique character, Louboutin brought to life his own interpretation of the Reverso watch using his signature style, resulting in a slick finishing of the Scarababe, Nude, Transparent and Peau-sur-peau models.



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