# **Jaeger-LeCoultre Revives Horological History with ‘Reverso Stories’ Pop-Up Exhibition**

This December 2024, luxury watchmaker Jaeger-LeCoultre invites New York City to witness nearly a century of horological mastery with its immersive **‘Reverso Stories’ Pop-Up Exhibition**. Hosted in the elegant surroundings of the **Public Square & Gardens at Hudson Yards** from **December 6 to December 15**, the event celebrates **90 years** of the iconic **Reverso timepiece**. This extraordinary exhibition showcases the interplay of heritage, artistry, and innovation that has cemented the Reverso as a design and cultural milestone since its creation in 1931.

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### **A Masterclass in Iconic Innovation**
The Reverso was born out of necessity—crafted to withstand the rigors of polo matches while retaining the understated refinement of a luxury watch. Its ingenious reversible case, introduced in 1931, blended durability with elegance, securing its place as a beacon of innovation and style. Through this exhibition, Jaeger-LeCoultre offers a rare glimpse into the Reverso’s journey, tracing its evolution from a functional sports watch to a celebrated symbol of craftsmanship and design.

The event unfolds across **four thoughtfully curated sections**, each designed to immerse guests in a unique aspect of the Reverso’s illustrious history:

– **The Story of an Icon** chronicles the watch’s early years, bringing archival models and the revolutionary reversible design to light.
– **The Story of Style & Design** focuses on the Reverso’s aesthetic evolution, from its Art Deco inspirations to its rich adaptability for personalization.
– **The Story of Innovation** highlights Jaeger-LeCoultre’s cutting-edge horological advancements that pushed the Reverso to legendary status.
– **The Story of Craftsmanship** peels back the curtain, offering insights into the artisanship that brings these masterpieces to life.

The showcase of the event? The **Reverso Tribute Chronograph in pink gold**, a limited-edition watch that marries the timeless tradition of fine watchmaking with cutting-edge modernity—a testament to the Reverso’s enduring relevance.

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### **A Multi-Sensory Tribute**
The ‘Reverso Stories’ exhibition goes beyond traditional showcases, transforming the luxury timepiece into a canvas that merges craftsmanship with art. Enter **Jaeger-LeCoultre’s “Made of Makers” program**, which invites artists across disciplines to reinterpret the Reverso through their unique mediums.

#### Among the Highlights:
– French perfumer **Nicolas Bonneville** has crafted an exclusive **olfactory installation**, offering visitors a scent experience designed to evoke the intricate relationship between memory, time, and artistry. The fragrance adds an emotional dimension to the exhibition, embodying Jaeger-LeCoultre’s commitment to multisensory storytelling.
– Renowned multimedia artist **Yiyun Kang** contributes with **“Origin,”** a stunning large-scale visual installation inspired by themes of creation and innovation. Kang’s digital work reflects the Reverso’s ability to transcend time, serving as both contemporary and timeless. For Kang, the Reverso is deeply symbolic, as she notes, *“It bridges past, present, and future in a way that’s profoundly human.”*

These artistic collaborations highlight how Jaeger-LeCoultre views the Reverso not as a standalone object but as a source of inspiration that transcends traditional watchmaking.

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### **Heritage Meets Emotion**
With its bold immersive elements and carefully guided tours, the exhibition invites visitors not just to admire but to emotionally connect. Attendees gain insight into the craftsmanship and stories behind each Reverso, creating a sense of admiration that transcends the tangible product. As Eva Martinez, a designer and preview attendee, reflects, *“To see something created with this much intentionality is inspiring—it challenges how I think about design.”*

This exhibition aligns perfectly with modern luxury’s focus on **experiential storytelling**. Rather than emphasizing ownership, brands like Jaeger-LeCoultre are creating narratives that celebrate legacy, craftsmanship, and connection. It’s a reminder that luxury is defined not just by objects but by the artistry, history, and human endeavor behind them.

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### **Luxury Reimagined**
The ‘Reverso Stories’ Pop-Up Exhibition is a nod to how heritage brands can stay relevant in an evolving world. By combining history with innovation and art, Jaeger-LeCoultre demonstrates that luxury is as much about the experience as it is about the product.

If you’re in New York City this December, make time to visit this remarkable exhibition. It’s not just about celebrating the Reverso as a masterpiece of horology but also about immersing yourself in the story, emotions, and artistry it represents. This is a once-in-a-lifetime opportunity to watch history tick in real-time—and to rediscover the timeless allure of true craftsmanship.