Jaeger-LeCoultre opens an exhibit in Paris

To round off the 90th anniversary of the Reverso with elegance, Jaeger-LeCoultre is inviting brand aficionados (and watch lovers in general) to an immersive exhibition at its temporary boutique in Paris. An experience to be soaked up in SoBARNES style.

The story of the Reverso is widely known, but that doesn't mean we can't tell it again. It all began in India in 1930, on a polo pitch, where the idea was first conceived for a watch casing that could be flipped over on itself so that the glass wouldn’t break every time there was a match... Several months later the Reverso was born, whose revolutionary concept quickly transcended its original purpose. In homage to the longevity of this Art Deco icon, Jaeger-LeCoultre is opening a dedicating pop-up boutique on Rue Faubourg Saint-Honoré, Paris, until 24th December. On the agenda: an exhibition, a café and workshops bringing together theory and practice to explore watchmaking.

Uniting form and function as a result of its reversible casing and its Art Deco design, the Reverso is one of the world’s most recognisable watches. The dedicated exhibition will quickly prove to be a passionate affair, from archival documents shown for the first time in public to an iconic selection of Reverso watches, exhibiting the original 1931 model to its most recent version, the extraordinary Hybris Mechanica Calibre 185 with 4 faces.

And we would highly recommend a detour via the 1931 Café either before or after the exhibition. Young Paris chef Nina Métayer has laid out sweet treats mischievously inspired by Art Deco design and set against a black and white décor reminiscent of the 1930s.

And don’t leave the boutique without taking a turn around the Atelier d’Antoine - named after Antoine Le Coultre, the Manufacture’s founder. Under the guidance of a watchmaker and instructor, the secrets of the Reverso will be revealed to learners who will have the privilege of discovering its intricate workings. The perfect inspiration leading up to Christmas, perhaps?

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Free exhibition Reverso: Timeless Stories Since 1931 and the 1931 Café will be open from Tuesday to Saturday until 24th December at 15 rue du Faubourg Saint-Honoré in Paris (8th arrondissement). Entry to the Atelier d’Antoine is ticketed (€150). Information and reservations Exposition-reverso.com

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