Jaeger-LeCoultre is taking New York’s watch lovers through a journey of discovery tracing the history of its iconic Reverso watch through immersive story telling.
A pop-up opened at Hudson Yards in lower Manhattan on December 6, but there is still time to visit until it closes on Sunday.
There are four chapters to the Reverso Stories: Story of an Icon, Story of Style & Design, Story of Innovation and Story of Craftsmanship, all illustrated with important watches from the 93 years since Jaeger-LeCoultre first unveiled it in 1931.
The story is brought up-to-date with JLC’s most recently launched Reverso, the Reverso Tribute Chronograph in pink gold.
There is also a chance to see what the brand describes as the world’s first wristwatch with four functioning faces: the Reverso Hybris Mechanica Calibre 185 Quadriptyque.
And visitors will have the chance to see historic watchmaking skills including a live demonstration of perlage finishing.
“With its great legacy of Art Deco style and architecture, New York is a particularly fitting setting to showcase this timepiece that pays homage to the Reverso’s Art Deco origins,” the company suggests.