Turn­around Time

Bespoke - - EMPEROR 1688 -

Elvis, Range Rover, Sub­mariner, Madonna, Rev­erso: what do all of these have in com­mon? The an­swer is that they’ve all achieved such a strato­spheric level of fame that they need not be re­ferred to by their full names (Elvis Pres­ley, Land Rover Range Rover, Rolex Sub­mariner, Madonna Cic­cone and Jaeger-lecoul­tre Rev­erso, re­spec­tively). Of course, stay­ing on top of your game and be­ing adept enough to re­main ahead of the ever-chang­ing times is also their com­mon de­nom­i­na­tor. In the case of the Rev­erso, it’s a watch that has main­tained a char­ac­ter­is­tic rel­e­vance – ap­pre­ci­ated by both male and fe­male cus­tomers – for an im­pres­sive 85 years now. Orig­i­nally cre­ated in 1931, the watch was in­tended for polo play­ers hence it was de­signed to flip over to help pro­tect it from shocks. Os­ten­si­bly, such a pur­pose could have re­sulted in a very niche prod­uct but the out­come was a fer­tile breed­ing ground for a seem­ingly in­ex­haustible ar­ray of de­signs for ev­ery­thing from high com­pli­ca­tions to dual time zone watches (with two faces of course), to some of the most beau­ti­fully dec­o­rated and en­graved watches ever made. Fun­nily enough, Jaeger-lecoul­tre may be 183 years old but the 85-year-old Rev­erso has come to de­fine the brand more than any other time­piece they’ve ever cre­ated, so of course they had to fête such an an­niver­sary. “Two years ago, we saw that the Rev­erso col­lec­tion was com­posed of 53 dif­fer­ent cases and five styles of dial,” says Daniel Riedo, the CEO of Jaeger-lecoul­tre. “It was time to re­fo­cus the codes of the Rev­erso.” So what they did was dis­till it down to three col­lec­tions: Rev­erso Clas­sic, Rev­erso Trib­ute, and Rev­erso One, each avail­able in small, medium, and large op­tions. Then they added a per­son­al­i­sa­tion ser­vice, Ate­lier Rev­erso, which al­lows con­sumers to cre­ate their very own one-off Rev­er­sos us­ing a dig­i­tal con­fig­u­ra­tor cur­rently only avail­able in their bou­tiques and slated to be added to the online e-bou­tique in the near fu­ture. To help show­case how creative you can be, the firm asked famed shoe de­signer Chris­tian Louboutin to have a go and his var­i­ous Rev­er­sos – in­clud­ing one with his sig­na­ture red leather on the in­side of a strap – are now for sale to the gen­eral pub­lic. We know that iconic may be an overused term but the Rev­erso may be en­ti­tled to such a de­scrip­tion, es­pe­cially given how well it con­tin­ues to do af­ter so many years. Cer­tainly, most afi­ciona­dos still con­sider it to be a fun­da­men­tal com­po­nent of any se­ri­ous watch col­lec­tion.

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