The Jaeger-LeCoultre 'Reverso Stories' Exhibition is Coming to New York City

Jaeger-LeCoultre is bringing its highly acclaimed Reverso Stories to the heart of New York City, officially making its North American debut. As the Maison is known for its iconic timepieces with a long legacy tied to Art Deco style and architecture, the setting in New York is one that especially lends itself well to the celebratory exhibition of the Reverso's Art Deco origins.

The richly immersive exhibition first began in 2021 in honor of the 90th anniversary of the Reverso and has since gone on a world tour where it now lands in New York. This is more than the everyday exhibition, but is a retelling of history that visitors will be able to engross themselves in.

Split into four parts, there are four stories that are addressed: the Story of an Icon, the Story of Style and Design, the Story of Innovation, and the Story of Craftsmanship. The Reverso watch, first created in 1833, has always been a symbol of innovation. An ingenious idea of a case that could be flipped over to protect the watch is how this game-changing design came to be.

As visitors walk through the exhibition, they will be met with rarely-seen archive materials tied to the Reverso's origins, a recounting of how though it's inspired by Art Deco design it still remains something that is timeless and modern, highlighting the inherent spirit of creativity and inventiveness that defines the Reverso timepiece, and tributes to all who have brought the watch into fruition—from engravers to gem setters to enamallers. 

This is all reflected in the exhibition space itself: In one room lies an immersive digital art installation by Korean artist Yiyun Kang called "Origin," which explores the Golden Ratio—the concept regarding the aesthetic harmony between man-made design and nature—which is a foundation of the Reverso since the beginning. In another room stands the "In the Making" short films that follow the behind-the-scenes inner workings of the watchmaking process with voiceovers from the artisans themselves. Meanwhile, in another area, there's a hands-on component, taking shape as an educational workshop that offers further insight into watchmaking. 

This intriguing retrospective not only touches on the past but educates guests on the greater understanding of the creative and cultural environments that have helped shape the Reverso into what it is today. The Jaeger-LeCoultre's Reverso Stories exhibition will be open at Iron 23 from November 3 to November 22, 2023 (not long before Jaeger-LeCoultre has its grand opening for its new flagship on Madison Avenue).