News Central

The relationship of each individual with time; the link with the object that enables him to measure and follow it; the intimacy that one often weaves with one's watch: so many elements that contribute to the personalisation of a Reverso – an act that goes well beyond mere aesthetics.

Reverso: there are stories

that deserve to be captured for ever

To wear a Reverso that one intends to give to one's son or daughter one day, or an engraved Reverso received as a gift from a loved one: is this only about owning a simple accessory intended to provide the time? How many watches, in all the history of watchmaking, have carried such an enormous emotional potential?

With so many variations in its versions, dimensions, complications, the Reverso is quite simply unique. Unique in its history and its design, but above all, unique thanks to all those who one day decided to create "their own" watch. By wearing a Reverso on their wrists since 1931, men and women with taste, be they famous or unknown, have made a cult out of a veritable icon.

In 2011, the year of the 80^th anniversary of the Reverso, the idea of sharing that is so inherent to its concept has never been this strong. Never has Jaeger-LeCoultre been so keen to offer Reverso owners a place in the history of this watch and the brand. By personalising his or her Reverso, each person is adding a new line to the legend. And henceforth, all those who wish to can share their inspiration with other lovers of the Reverso across the globe through The Virtual Museum .

Starting from December 10^th, 2010 Jaeger-LeCoultre invites you to tell your story and exhibit your own Reverso in the Virtual Museum rooms. The exposition will be open to general public online starting from SIHH 2011.

Once your Reverso is registered, the Virtual Museum curator will exhibit your Reverso in one of the Virtual Museum's rooms, thus making it part of the official Jaeger-LeCoultre story… so that the emotion of today remains the emotion of tomorrow.

Meanwhile, watch the video

http://reverso.jaeger-lecoultre.com/reversolegend/virtualmuseum/

The largest ever virtual museum

for the legendary reversible watch…

By exposing your Reverso in the "Virtual Museum", you enter the exclusive world of this legendary watch, relive its history and meet the personalities who have worn one.

In 1930s, King Edward VIII of England had his family crest designed on his Reverso, just like a prince of Denmark who, in a letter in 1934, stated that even though "subjected to bad weather in Southern Morocco" his Reverso "had always given complete satisfaction".

The celebrated aviator, Amelia Earhart had the itinerary of the first flight from Mexico to New York engraved on it – an exploit performed by her on May 8, 1935.

The English gentlemen who decorated their watches with the coat-of-arms of the very select British Racing Drivers' Club.

The elite soldiers of the Gurkha Rifles, from the personal guard of the Maharajah of Jaipur, from the Royal Sussex Regiment or the students from the Royal Airforce's Cranwell College who wore Reversos in the colours of their units.

Young English girls who wore watches engraved with the insignia of Eton College, Harrow or St. Andrews University; Reverso owners who chose engravings depicting a cabin on a desert island, a map of a beloved country or an erotic scene…

All these men and women did much more than engraving a small metal surface: through personalising the case of their watch, they invented a new means of engraving their lives, their temperament as well as their dreams on the course of time. Through a fine line scratched on steel or gold, they have made their Reverso a discreet accessory to their emotions.

www.jaeger-lecoultre.com

Press Release