Harper’s Bazaar (Malaysia) - - Watches & Jewels -

Tak­ing up a chal­lenge from Bri­tish of­fi­cers in In­dia, in 1931, the brand cre­ated a time­piece ca­pa­ble of sur­viv­ing the tough, phys­i­cal test of a polo match and all the knocks that come with it. To pro­tect the dial, a case was de­signed to be flipped over, re­veal­ing an oft per­son­alised en­grav­ing or enam­elling on the re­verse. The Rev­erso be­came an Art Deco clas­sic, loved more than eight decades on. Six years later, of­fi­cially re­named, the brand Jaeger-LeCoul­tre came into be­ing.

The ‘1000 hours test’, an em­bod­i­ment of the Man­u­fac­ture’s dedication to time­keep­ing pre­ci­sion and re­li­a­bil­ity, re­sulted from the Master Con­trol line of the early 1990s, even­tu­ally lead­ing to the Master Com­pres­sor series, and cul­mi­nat­ing in the Master Com­pres­sor Ex­treme LAB, the first truly lu­bri­cant-free watch. Ever since the Master Con­trol line ev­ery sin­gle time­piece, bar­ring the At­mos and Cal­i­bre 101 lines, en­dures a bat­tery of tests last­ing nearly six weeks, or 1000 hours, be­fore be­ing re­leased.


Through­out its his­tory, Jaeger-LeCoul­tre has gar­nered many as­so­ci­a­tions; the Rev­erso, con­cep­tu­alised to meet the de­mands of polo play­ers, has been in­ex­tri­ca­bly linked with the sport ever since. Am­bas­sadors in­clude Lia Salvo, Ed­uardo Novillo Astrada, Ed­wina Tops-Alexan­der, and Clare Mil­ford Haven


with Luke Tom­lin­son re­cently join­ing the stable.

As­ton Martin has also had close ties with the brand since the days when Jaeger in­stru­ments were used in As­ton Martin rac­ing cars. This re­la­tion­ship was fur­ther strength­ened in 2004 with the re­lease of the AMVOX series, in­spired by the au­to­mo­bile tech­nol­ogy and dis­tinc­tive style and so­phis­ti­ca­tion of As­ton Martin.

As ex­pected of a lux­ury brand, its con­nec­tion with cin­ema has celebri­ties the likes of Su­san Saran­don and Meryl Streep declar­ing ado­ra­tion for the mar­que. Robert Downey Jr. sported Jaeger-LeCoul­tre in the lat­ter two movies of the Iron Man tril­ogy as well as to their pre­mieres. The brand has part­nered the Venice In­ter­na­tional Film Fes­ti­val for al­most a decade, and since 2007 has spon­sored the Glory to the Film­maker Awards. Hol­ly­wood lu­mi­nar­ies and brand am­bas­sadors, Clive Owen and Diane Kruger, are con­sis­tently adorned by Jaeger-LeCoul­tre. Owen favours the Duome­tre, AMVOX, and Jaeger-LeCoul­tre has long taken the red car­pet by storm, with A-list celebri­ties sport­ing its ex­quis­ite pieces.


Master Grande Tra­di­tion Gy­ro­tour­bil­lon 3 Ju­bilee watch, Jaeger- LeCoul­tre To raise aware­ness of World Her­itage sites re­quir­ing ur­gent ac­tion, Jaeger-LeCoul­tre also works with the UNESCO World Her­itage Cen­tre on the ‘Tides of Time’ cam­paign. Con­ser­va­tion of the Earth’s ‘Crown Jewels of the Ma­rine World’ is not the only ex­am­ple of the brand’s com­mit­ment to its so­cial re­spon­si­bil­ity, re­ceiv­ing its cer­ti­fi­ca­tion from the Re­spon­si­ble Jew­ellers Coun­cil in 2011 for its up­hold­ing of the high­est eth­i­cal, so­cial, and en­vi­ron­men­tal stan­dards.

What bet­ter way to mark 180 years of glory than to hon­our the man who started it all? The Ju­bilée Hom­mage á An­toine LeCoul­tre col­lec­tion is an in­di­ca­tion of Jaeger-LeCoul­tre’s fu­ture, show­cas­ing the pin­na­cle of horo­log­i­cal ex­per­tise in pieces that demon­strate ex­traor­di­nary achieve­ments in tech­ni­cal and aes­thet­i­cal per­fec­tion, high­light­ing an as­tound­ingly rich her­itage.

The minute de­tails of ev­ery piece are a labour of love Joail­lerie 101 Art Deco watch, Jaeger- LeCoul­tre

Zhao Wei wear­ing the Ren­dez-Vous Haute Joail­lerie at the 2012 Shang­hai In­ter­na­tional Film Fes­ti­val

Enam­elling is just one of many forms of per­son­al­i­sa­tion

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