When watch enthusiasts sit down for a breather, it's not uncommon for them to snap a photo of the timepiece they are wearing, complete with a cup of coffee in the background. However, for a few days last November, this popular style of wrist shot took on a specific slant. Many of the photos shared on watch forums online featured dark paper coffee cups emblazoned with the Jaeger-LeCoultre logo and Art Deco-style geometric motifs.
Given out for free following a quick registration process, these beverages were served up by the Nomadic 1931. Cafe concept by Jaeger-LeCoultre. For nine days, the brand's coffee truck set up shop at three busy spots, dishing out not just coffee but also chocolates decorated with lettering designed by Spanish artist Alex Trochut. The 1931 Alphabet is a font Trochut created for Jaeger-LeCoultre, and the letters can be engraved as a decorative element on the brand's Reverso watches.
This travelling concept is an evolution of the 1931 Cafe pop-up launched in 2021 in Paris and Shanghai, where it ran for two months each. Those pop-ups also featured pastries created by French chef Nina Metayer, who used as described in a press release by Jaeger-LeCoultre "flavours from the Vallée de Joux (where the watch company is based), such as mountain berries, nuts, honey, and of course, Swiss chocolate".
MADE OF MAKERS
This story is from the January - February 2023 edition of The PEAK Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the January - February 2023 edition of The PEAK Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
From Screen to Store
Heini Zachariassen, founder of global wine rating app Vivino on how its first retail store in the world brings data-driven curation to wine lovers.
In the Dining Spotlight
Renowned Dutch chef Sergio Herman, whose name has been associated with the Michelin Guide in the Netherlands and Belgium, is expanding his Asian footprint with his Singapore outpost, Le Pristine in Grand Hyatt Singapore.
All for One
How would you navigate a corner if you were hearing-impaired or enjoy school if you were on the spectrum? These architects posit that inclusive design must be part of mainstream standards to improve overall living environments.
Pods and Swirling Staircases
This quirky and playful home designed by Park Associates is shaped after its owners, a young family with three children.
Stories Behind the Kebava
Sufiyanto A. S., one half of the duo behind the Kebaya.Societe Instagram account, has had enough of seeing Malay identity erased and forgotten.
Good to Go
Driving classic Jaguars on the legendary Goodwood Motor Circuit is all the magic a motorhead needs.
Seasons of the Snake
Japanese architect Tadao Ando once again works his magic for Bvlgari, with the Serpenti Tubogas as an artistic canvas for nature's cyclical transformation.
Phoenix Rising
One gutsy retired pharmaceutical executive rescued two-century-old Swiss watchmaker Bovet, and today, its presence is stronger than ever in Southeast Asia.
Con Amore, Leggiero, Presto!
Chan Weitian injects new insights into Presto Drycleaners, blending operational innovation with time-honoured values.
Preserving Paradise
Gaya Island Resort takes eco-tourism beyond the expected, blending conservation efforts with authentic luxury.
