Among the eight new brands recently available for transaction on VIVER you can also find Jaeger-LeCoultre, Which can confidently be called the “watchmaker’s watchmaker.” We are pleased to introduce the Reverso, Jaeger-LeCoultre’s flagship lineup and the master of high-end dress watches.

Jaeger-LeCoultre as a Watchmaker

Reverso Hybris Mechanica © Jaeger-Lecoultre

As a watchmaker, Jaeger-LeCoultre is a brand recognized for its manufacture technology to the extent that it holds the honorable title of “the watchmaker’s watchmaker.”

(Left) Founder Antoine LeCoultre
Interior of LeCoultre’s first manufacture facility expanded in 1866
© Timeforum

Founded in 1833 as a watchmaking workshop in the Swiss Jura by Antoine LeCoultre, Jaeger-LeCoultre is a historic watchmaker that has produced about 430 patents and more than 1, 300 calibers to date. Jaeger-LeCoultre’s in-house movements essentially saved the “Big Three” watch brands—Patek Philippe, Audemars Piguet, And Vacheron Constantin—from the quartz crisis.

In-house movement © Jaeger-Lecoultre

The story of Jaeger-LeCoultre’s in-house movements and the Big Three is long, But to summarize, The Royal Oak, Nautilus, And the 222, Which became the basis for the Overseas, All have a history of using Jaeger-LeCoultre movements. Jaeger-LeCoultre, Which has helped create so many watch icons, Also has its own iconic timepiece. That is the Reverso, A dress watch icon familiar even to those who are not watch enthusiasts.

Features of the Reverso

Various forms of the Reverso © Italian Watch Spotter

The Jaeger-LeCoultre Reverso is characterized by its iconic design, Featuring an Art Deco style within a rectangular case that can be flipped. Nearly a hundred years have passed since its debut in 1930, Yet it continues to move the hearts of watch lovers today with its distinct personality, Unaffected by trends.

© Italian Watch Spotter

The Reverso’s signature rectangular shape and rotating function were developed for a special purpose.

The Reverso Began as a Sports Watch

Early advertisement for the Reverso launched as a sports watch
© Jaeger-Lecoultre

Now considered the epitome of a luxury dress watch, The Reverso was actually a sports watch. In fact, Its production began in 1930, Before the company Jaeger-LeCoultre was established. At that time, David LeCoultre, Who was a business partner of Edmond Jaeger, Received a very specific production request from César de Trey, A watch distributor.

British officers enjoying polo
© Jaeger-Lecoultre

While visiting India, De Trey was interacting with British officers who enjoyed polo and received a proposal to create a watch that could protect the watch glass. Jaeger and LeCoultre responded to this request by commissioning a designer and creating the Reverso, Which means “to turn” in Latin.

1930s Reverso © Jaeger-Lecoultre

The timing of the Reverso’s launch was excellent. The 1930s marked a turning point for the evolution of pragmatic fashion trends. As comfortable clothing like polo shirts and knickerbockers became popular, Wristwatches also began to be influenced. The visionary de Trey purchased the patent and even registered the name “Reverso” as a trademark, Making it a hit with LeCoultre. Now, Ninety years later, The Reverso remains a symbol of Jaeger-LeCoultre, Maintaining its Art Deco motif and rotating case with little change.

Main Reverso Lineups

The bestsellers in the current Reverso catalog are the Reverso Classic and Reverso Tribute. The Classic line appeals with its straightforward and conservative style, While the Tribute line offers a younger and more stylish sensibility.

Reverso Classic

First, The features of the Reverso Classic. The Arabic numeral indexes, Sword-shaped hands, And guilloché dial are the design elements that give the Reverso Classic its “classic” atmosphere.

Reverso Classic © Jaeger-Lecoultre

While the DuoFace model, Which features dials on both sides, May have different types of indexes and colors, Most Monoface models adopt a restrained yet elegant “silver gray” color.

Reverso Classic Monoface Q2518140

40.1mm, Silver gray/opaline vertical satin finish

Reverso Classic Monoface Q2518540

40.1mm, Silver gray/opaline vertical satin finish

Reverso Tribute

The Reverso Tribute is a line that reinterprets the early Reverso models. Launched in 2011, The Tribute features baton indexes instead of Arabic numerals and sharp dauphine hands as its most distinctive design elements.

Reverso Tribute Small Seconds © Jaeger-Lecoultre

This design pays homage to the Art Deco style. The Tribute, Which embodies the Art Deco style that best represents the prosperity of the 1920s, Exudes a classic yet vibrant energy.
As the name suggests, The Tribute pays respect to the heritage of the Reverso, But its style is more unique and sporty than the Classic, Making it very popular among younger consumers.

Reverso Tribute Monoface Small Seconds Q397843J

45.6mm, Green/sunray brushed, Small seconds

Reverso Tribute Monoface Small Seconds Q713842J

45.6mm, Silver gray/opaline, Small seconds

Sharp Price Increases

Treatment Befitting Brand Value or a Hasty Move

Recently, Luxury watch brands have been raising prices one after another, Causing concern among prospective buyers. In particular, Jaeger-LeCoultre has raised prices as many as six times in two years, Including an increase this November, Making it the brand with the most price increases among luxury watchmakers. Behind these decisions is the Richemont Group, Which owns Jaeger-LeCoultre. Richemont, Which has doubled the price of the Reverso in three years, Is believed to be implementing a strategy to elevate Jaeger-LeCoultre’s position. Watch enthusiasts are divided on the brand positioning of watchmakers following the luxury fashion industry.
Perhaps due to the burden of repeated price hikes, There has also been news of price reductions for some models recently.

However, In reality, There are very few brands that have built their heritage and reputation based on their own manufacture technology. Alongside the iconic rectangular watch Cartier Tank, Jaeger-LeCoultre’s Reverso is one of the most notable. Discover the Reverso on VIVER.