'The Watchmaker of Watchmakers' Jaeger-LeCoultre's New Brand Manifesto Starring Lenny Kravitz and Anya Taylor-Joy

Within the walls of its Manufacture, La Grande Maison has created these movements not only for its own timepieces but also for many other prestigious watchmaking Maisons, consequently becoming known as the Watchmaker of Watchmakers.

Guided by the principles of patience, humility, hard work and dedication to excellence, generations of engineers, watchmakers and craftsmen have built an exceptional legacy of know-how, and it is in tribute to its 190 years of history that Jaeger-LeCoultre proudly asserts its status as the Watchmaker of Watchmakers. Since 1833, the Manufacture has created more than 1,300 different calibres, an exceptional achievement in the world of watchmaking. No less remarkable is the award of more than 400 patents, including several that have left their mark on watchmaking history.

This unmatched creativity has been carefully nurtured and transmitted from generation to generation. Housing 180 skills within the walls of the Manufacture – embracing design, production, assembly, finishing and ornamentation – Jaeger-LeCoultre’s remarkable array of savoir-faire opens almost limitless fields of possibility. This is how the reputation of the Watchmaker of Watchmakers was earned and continues to be honoured.

An Ode to the Genesis of Excellence

In any creative endeavour, mastery comes from patience and dedication. Greatness is achieved by turning talent into skill, day after day, one small achievement after another. Passion is channelled into focus and commitment. Moments of inspiration are fuelled by years of learning. Expertise is built from countless small increments practised and perfected over time. Excellence evolves step by step. As in music, art, performance, literature, design, so it is in watchmaking.

This is the Jaeger-LeCoultre Manifesto.

In Spring 2023, Jaeger-LeCoultre unites the talents of Global Ambassadors Lenny Kravitz and Anya Taylor-Joy in ‘The Watchmaker of Watchmakers’, a new campaign that reflects on the true source of success – an homage to the work that is done when nobody is watching; the years of practice it takes to perfect a gesture, a movement, a song, a word spoken to camera.

In the short film that anchors the campaign, Anya and Lenny perform against a minimal backdrop, focusing the attention on the two artists. The dynamic interweaving of their stories builds into a powerful message about the unseen work that makes their creativity appear so effortless – a natural analogy to the art and craft of watchmaking. The film was directed by French visual artist and creative director Quentin Deronzier. A master of technique celebrated for his dreamscape settings that play with the notions of real, unreal and surreal, Deronzier also designed the sets and the evocative lighting. The soundtrack called ‘Mount’ was produced by French musical duo The Blaze – rising stars on the international electronica-dance stage, whose penetrating and almost mystical sounds cross cultures and continents, often evoking deeply emotional reactions among listeners.

Metaphors for Mastery

For the new campaign Lenny wears the elegant and technically sophisticated Reverso Tribute Duoface Tourbillon in Pink Gold, while Anya wears the refined and feminine Reverso Duetto Small in Pink Gold.

The campaign is enriched by portraits of the two ambassadors, captured by the Canadian photographer Richard Phibbs. Working in a wide variety of genres, Phibbs is renowned for creating emotionally resonant images suffused with quiet strength and intimacy. Beautifully lit and visually arresting, the two portraits are infused with his subtly powerful artistic point of view, capturing the distinctive character of each ambassador, along with the timeless style of the Reverso. Complementing the portraits, close-up images of the movements of the two watches underline the creative passion and technical savoir-faire embodied within every Jaeger-LeCoultre timepiece.

The Reverso Tribute Duoface Tourbillon turns from its classical Art Deco-style silver sunray-brushed front dial to a semi-skeletonised and intricately decorated reverse dial, displaying a second time zone with a night & day indicator. With its mechanical complexity enhanced by a highly innovative new tourbillon, the watch remains slim and elegant, at just 9.15mm thick.

The day-to-night design of the Reverso Duetto Small displays the time on two dials with two very different moods, complemented by a bracelet of polished gold links. Sunray brushing anchors the classical restraint of the silver front dial, while the drama of black lacquer is highlighted by diamond-set gadroons on the reverse side.

Since its birth in 1931, the Reverso has constantly evolved in the spirit of innovation and both of the models featured in the new campaign epitomise its limitless potential for reinvention, showcasing Jaeger-LeCoultre’s relentless quest for excellence in both technical development and aesthetic design.

Honing Talent Through Time, Patience and Practice

Celebrated for her portrayal of complex characters, to which she brings a rare and captivating intensity, Anya Taylor-Joy is one of the most talented actresses of her generation. Reflecting on the message behind ‘The Watchmaker of Watchmakers’, she says: “It’s about focus. When you know what you want to do in life, when you have a passion, you don’t give in to distractions. The way I feel about my art – literally, I breathe it. It is this focus that has enabled me to keep learning joyfully.”

One of the preeminent rock musicians of our time, an accomplished actor and successful designer, Lenny Kravitz makes his debut as a Global Ambassador for the Maison in this new campaign. Of his own path to excellence, he says; “In my creative process I want to be as far away from making conscious decisions as I can. I want it to flow, so most of the time I'm dreaming my music, my creations. They come, I pick them up and then I work on them, but they're pretty pure. This wouldn’t be possible without the years of learning and practice before I ever became professional – and the learning that I still do, every day.”

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