Jaeger-LeCoultre Boutique

Presentation of world’s first Atelier Reverso

Since its creation in 1931, the Reverso has always offered connoisseurs of fine watchmaking the possibility of featuring a personal engraved design on its swivelling caseback. Now, as the iconic watch celebrates its 85th anniversary, Jaeger-LeCoultre have taken the concept to another level.

The service was unveiled at the London flagship boutique in April, and will soon also be available in Paris. As CEO Daniel Riedo explained, “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, colours and straps. To enrich the offer in this Atelier Reverso concept, we have collaborated with Christian Louboutin, who presented his unexpected vision of the icon.”