Among the eight new brands recently made available for trading on VIVER you can now also find Jaeger-LeCoultre which is often called the “watchmaker’s watchmaker.” We are pleased to introduce the Reverso, The flagship lineup of Jaeger-LeCoultre, Which is considered the master of high-end dress watches.

Jaeger-LeCoultre as a Watchmaker

Reverso Hybris Mechanica © Jaeger-LeCoultre

As a watchmaker Jaeger-LeCoultre is recognized for its manufacture technology to the extent that it has earned 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 have played a crucial role in saving 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. Even Jaeger-LeCoultre, Which has helped create so many watch icons, Has its own iconic timepiece. The Reverso is 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 Art Deco design housed in a rectangular case that can be flipped. Nearly a century has passed since its debut in 1930, But even today it remains unaffected by trends and continues to captivate watch lovers with its distinct personality.

© 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 as a sports watch
© Jaeger-LeCoultre

Although it is now regarded as the standard of luxury dress watches, The Reverso was originally a sports watch. In fact, Its development began in 1930, Before the Jaeger-LeCoultre company was established. At that time, David LeCoultre, Who was a business partner of Edmond Jaeger, Received a very specific 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 playing polo. He received a suggestion to create a watch that could protect the watch glass, And Jaeger and LeCoultre were the ones who solved this challenge. They hired a designer and created 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 in the evolution of practical fashion trends. As comfortable clothing like polo shirts and knickerbockers became popular, Wristwatches also began to be influenced. The forward-thinking de Trey purchased the patent and registered the name “Reverso, ” making it a hit together with LeCoultre. Now, 90 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 the Reverso Tribute. The Classic line appeals with a straightforward and conservative style, While the Tribute line offers a younger and more stylish sensibility.

Reverso Classic

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

Reverso Classic © Jaeger-LeCoultre

While the DuoFace models with dials on both sides offer different types of indexes and colors, Most Monoface models feature a restrained yet elegant “silver gray” color.

Reverso Classic Monoface Q2518140

40.1mm x 24.4mm, Silver gray

Reverso Classic Monoface Q2518540

40.1mm x 24.4mm, Silver gray

Reverso Tribute

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

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 its name suggests, The Tribute pays respect to the heritage of the Reverso, But with a style that is more unique and sporty than the Classic, It is also very popular among younger consumers.

Reverso Tribute Monoface Small Seconds Q397843J

45.6mm x 27.4mm, Green

Reverso Tribute Monoface Small Seconds Q713842J

45.6mm x 27.4mm, Silver gray/opaline

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 those planning to purchase a watch. In particular, Jaeger-LeCoultre has raised prices six times in just 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 has doubled the price of the Reverso in three years, Apparently as part of a strategy to elevate Jaeger-LeCoultre’s position. Watch enthusiasts are divided over the brand positioning of watchmakers following the luxury fashion industry.
Perhaps due to the burden of continuous price increases, 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. Along with the iconic rectangular watch Cartier Tank, Jaeger-LeCoultre’s Reverso is one of the most notable. Discover the Reverso on VIVER.