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.