He ‘Reverso Stories’ Pop-Up Comes to Hudson Yards, New York City
Jaeger-LeCoultre invites visitors to discover the world of Reverso through a richly immersive Pop-up held in the heart of New York City this December. ‘Reverso Stories’ takes visitors on a fascinating journey into the evolution of watchmaking craftsmanship and design, through nine decades of cultural and social change. The ‘Reverso Stories’ Pop-up will be staged in a specially designed outdoor space in the Public Square & Gardens at Hudson Yards, the vibrant hub of Manhattan’s West Side, from 6–15 December, 2024.
‘Reverso Stories’ – a fascinating retrospective, the latest Reverso launch and a refreshing pause
Celebrating the Art Deco origins of one of the world’s most recognisable watch designs, ‘Reverso Stories’ takes visitors on a compelling journey into its history and the craftsmanship, innovation and design behind it.
Told in four chapters – Story of an Icon, Story of Style & Design, Story of Innovation and Story of Craftsmanship – the Reverso’s stories are illustrated by emblematic models, from rarely seen archive timepieces to contemporary High Jewellery and miniature-painted pieces. The Pop-up also includes highlights from the current collection, along with the world’s first wristwatch with four functioning faces – the Reverso Hybris Mechanica Calibre 185 ‘Quadriptyque’. Alongside the exhibits, a live demonstration of the decorative art of perlage will give visitors insight into an element of the watchmaking process rarely seen by the public.
In addition, Jaeger-LeCoultre will be celebrating its latest launch of the limited-edition Reverso Tribute Chronograph, reinterpreted in pink gold (18 karats, 750/1000). The recto showcases a new dial decoration, amplifying the rectilinear Art Deco geometry of the Reverso case, while the reverse side is open-worked, revealing the complexity of the Calibre 860. 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.
Visitors to the exhibition are invited to enrich their experience by pausing to enjoy a warm beverage in the nomadic 1931 Café, named for the year in which the celebrated Reverso was born.
Made of Makers: collaborations in art and perfumery
The ‘Reverso Stories’ Pop-up in New York City features two artistic collaborations under Jaeger-LeCoultre’s Made of Makers programme, which was developed to push further the boundaries of classical art by collaborating with artists, designers, and craftsmen from disciplines outside watchmaking.
A multimedia installation titled Origin, commissioned from the Korean artist Yiyun Kang, is presented on a very large three-dimensional screen at the centre of the ‘Reverso Stories’ space. A tribute to the ubiquity of the Golden Ratio in the world around us, Origin captures the parallel between symmetry in nature and the geometry of Art Deco design.
In New York, Jaeger-LeCoultre reveals it latest Made of Makers collaboration, which embraces the world of fine perfumery. The Scent Artist, Nicolas Bonneville, has translated the spirit of La Grande Maison into three exclusive new signature scents and, in a specially designed space within the exhibition, visitors are invited to discover these new creations and enjoy an interactive game of identifying key perfume ingredients.
Hands-on watchmaking workshops and perfumery masterclasses
Visitors are also invited to the Jaeger-LeCoultre flagship boutique at 701 Madison Avenue to discover watchmaking and perfumery in greater depth through hands-on educational workshops. The Discovery Workshops presented by the Atelier d’Antoine will be dedicated to the Reverso, taking participants deep into its world in a dynamic and interactive format. In addition, visitors to the boutique will have the opportunity to be initiated into the beauty and complexity that lie behind the creation of memorable scents.
‘Reverso Stories’ Pop-up opening hours and admission
‘Reverso Stories’ will be held from 6–15 December at the Public Square & Gardens, Hudson Yards at 11th Avenue and Hudson Boulevard East, New York City, NY 10001. Opening Monday to Friday from 10.00 am to 6.00 pm, Saturday from 10.00 am to 8.00 pm and on Sunday from 11.00 am to 7.00 pm, with free access to the public. Guided tours, lasting approximately 30 minutes, are available. Visitors may book online at bit.ly/ReversoStoriesPopupNY or register on arrival.
Jaeger-LeCoultre flagship boutique opening hours and admission
The Jaeger-LeCoultre flagship boutique is located at 701 Madison Avenue, New York and throughout the duration of the Pop-up, it will be open to guests from Monday to Saturday from 10.00 am to 6.00 pm and on Sundays from 12.00 pm to 5.00 pm. The Atelier d’Antoine Discovery Workshops hosted in the flagship boutique at 701 Madison Avenue should be booked in advance at bit.ly/ADANYC.
