SUNNY SECONDS: Jaeger-LeCoultre has added a sun-soaked destination to its roving “The Reverso Stories” pop-up series by taking it to Miami.
The Swiss high watchmaker is offering visitors an inside look into its nearly two centuries of craftsmanship and design, specifically focusing on its Reverso style, which was first introduced more than 90 years ago.
In addition, this upcoming summer Jaeger-LeCoultre is opening a flagship in the city’s Design District.
Officially opened on Thursday, the immersive pop-up experience hosted at the outdoor complex Sweet Bird North runs through May 31. Earlier iterations of the “The Reverso Stories” format have popped up in Shanghai, New York’s Hudson Yards and the Dubai Design District.
“Bringing The Reverso Stories to Miami marks a significant milestone for Jaeger-LeCoultre. Miami is one of today’s great cultural capitals, with an energy and creative spirit that resonate deeply with our Maison. The Miami Design District, a nexus where artistic expression converges, proved to be the ideal backdrop for this experience,” said Jaeger-LeCoultre’s chief executive officer Jérôme Lambert.
“We are pleased to present our latest novelties here and to celebrate what is also the beginning of an exciting new chapter for Jaeger-LeCoultre in Miami with the anticipated opening of our boutique in the district later this year,” he added.
The Jaeger-LeCoultre The Reverso Stories pop-up in Miami.
Courtesy of Jaeger-LeCoultre
The pop-up is broken up into four chapters — Story of an Icon, Story of Design, Story of Innovation and Story of Craftsmanship — and includes archival watches, contemporary high jewelry and miniature-painted pieces.
There will also be a focus on Jaeger-LeCoultre’s latest releases, such as the Reverso Hybris Mechanica Calibre 185 boasting four dials, as well as on novelty designs.
Marking the pop-up’s opening, the Swiss watchmaker has unveiled seven new watches, including five new Reverso Or Deco pieces. The latter include three watches, each featuring 46 colored gemstones such as emeralds, rubies or blue sapphires, framing the case; a monochromatic 18-karat white gold Reverso Tribute Monoface Small Seconds, and the Reverso Tribute Monoface Or Deco Solo Tempo in a resized version closer to the 1930s original. Other launches include the Reverso Hybris Artistica Pegasus Calibre 179 featuring the hand-engraving of the Pegasus on the case, as well as the Duometre Heliotourbillon Perpetual rendered in platinum for the occasion.
The Miami stop of the “The Reverso Stories” pop-up series also features three collaborations as part of Jaeger-LeCoultre’s Made of Makers program.
In addition to bringing the multimedia art installation created by Korean artist Yiyun Kang and called “Origin” that was already displayed at the New York pop-up, the space will showcase for the first time the work of webcomic designer Olivecoat inspired by the watchmaker’s history. The third collaboration, with pastry chef Nina Métayer, results in the on-site mobile 1931 Café.
The Jaeger-LeCoultre The Reverso Stories pop-up in Miami.
Courtesy of Jaeger-LeCoultre
Jaeger-LeCoultre is also hosting The Salon private lounge at The Moore Miami ahead of the official Miami flagship’s opening this summer.
