**Jaeger-LeCoultre Celebrates 90 Years of the Reverso with ‘Reverso Stories’ Pop-Up in New York City**
Few timepieces enjoy the enduring allure and significance of the Jaeger-LeCoultre Reverso. Since its introduction in 1931, this iconic luxury watch has become a benchmark of craftsmanship, design, and innovation. To honor 90 years of the Reverso’s remarkable legacy, Jaeger-LeCoultre is hosting the **‘Reverso Stories’ Pop-Up** exhibition in the **Hudson Yards Public Square & Gardens** in New York City from **December 6 to December 15, 2024**. This immersive experience offers visitors an extraordinary opportunity to explore the history, artistry, and groundbreaking innovation that define this extraordinary timepiece.
### Honoring a 90-Year Legacy of Excellence
At the heart of the event are the four distinct themes that reveal different facets of the Reverso’s timeless appeal. The **‘Story of an Icon’** traces the watch’s origins in the 1930s, when it was designed with a reversible case to protect its face during polo matches. This innovative yet elegant solution marked the beginning of a design that remains cherished to this day.
Meanwhile, the **‘Story of Craftsmanship’** highlights the meticulous artistry behind each Reverso watch, showcasing Jaeger-LeCoultre’s dedication to traditional techniques and unparalleled attention to detail. The **‘Story of Innovation’** explores the technological milestones that have influenced the Reverso’s evolution, while the **‘Story of Style & Design’** maps its aesthetic journey over decades, proving its ability to adapt while staying true to its roots.
But there’s more: The highlight of the exhibition will be the unveiling of the **‘Reverso Tribute Chronograph’ in pink gold**, a limited-edition model created to celebrate this milestone anniversary. The Tribute Chronograph is not just a watch; it’s a testament to Jaeger-LeCoultre’s unrelenting commitment to excellence, making it a must-see for enthusiasts and collectors alike.
### A Multisensory Celebration of Creativity
‘Reverso Stories’ goes beyond watches—this event is a holistic celebration of creativity. By collaborating with artists and creators outside the traditional watchmaking realm, the exhibition underscores Jaeger-LeCoultre’s passion for art, innovation, and storytelling.
World-renowned perfumer **Nicolas Bonneville** adds a sensory dimension to the experience through his custom-designed **olfactory installation,** evoking emotions that further deepen the connection to the Reverso’s story. His thoughtful use of scent transforms the exhibition into a multisensory journey, creating moments that linger well after the visit.
On the visual and technological front, multimedia artist **Yiyun Kang** introduces a commissioned digital artwork titled **‘Origin.’** This captivating piece serves as a metaphor for the Reverso’s seamless union of tradition and forward-thinking innovation. A display of light and motion, ‘Origin’ embodies the spirit of reinvention that has propelled the Reverso to iconic status across nine decades.
These collaborations are part of Jaeger-LeCoultre’s **‘Made of Makers’ program,** a platform celebrating artisans, designers, and creators who share a commitment to excellence in their fields. By inviting diverse perspectives into their world, Jaeger-LeCoultre enhances their luxury offerings with unique artistic collaborations that resonate with contemporary audiences.
### More Than an Exhibition
‘Reverso Stories’ is more than a celebration of a watch—it’s an invitation to engage deeply with the heritage, craftsmanship, and ingenuity behind a timeless design. Visitors will have the chance to join **guided tours**, which offer intimate insights into the history, design, and technical mastery of the Reverso and highlight why it remains one of the world’s most celebrated watches.
This event redefines the modern luxury experience with its interactive and educational elements, providing guests an unforgettable glimpse into the world of fine watchmaking. It’s a bold reminder that **luxury today extends far beyond products—it’s about meaningful connection, creativity, and storytelling.**
### A Vision for the Future of Luxury
With the ‘Reverso Stories’ Pop-Up, Jaeger-LeCoultre is setting a new standard for luxury brand experiences. By blending **artistic collaboration, immersive storytelling, and multisensory innovation**, the brand demonstrates its continued relevance in an ever-changing world. At its core, this event captures the essence of the Reverso: a harmonious blend of history, artistry, and modernity.
For lifelong watch lovers, design enthusiasts, and curious minds alike, this is an unmissable opportunity to celebrate a 90-year journey of excellence. Visit **Hudson Yards Public Square & Gardens** in New York City from **December 6–15, 2024**, to explore the story of the Reverso.
Because, as Jaeger-LeCoultre consistently shows, a truly great timepiece does more than tell the time—it tells a story.
