The Art Of Refinement

It takes true out-of-the-box thinking to innovate without deviating from your brand DNA—a feat Jaeger-LeCoultre manages year after year with aplomb.

- Lily Ong

Swiss watchmaker JaegerLeCoultre’s long-standing presence in the watch business stems from its ability to create collections that survive the test of time. At the same time, the brand is not afraid to experiment with new concepts and artistry that showcases its authority in the art of watchmaking.

Case in point: take a closer look at its two central watch collections synonymous with the brand, the Reverso and Rendez-Vous range. Of the two, the Reverso has a longer history—having celebrated its 85th anniversary two years ago. It is said that the Reverso’s trademark flippable case was created at the request of a polo player who needed a watch that could withstand the game’s physical demands. This simple yet innovative touch, as well as the Reverso’s exquisite Art Deco design, was all it took to start a craze for these beautiful watches.