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‘The moments that have been and the moments yet to come’: The Reverso 80th Celebration in Paris

[The City of Lights beckons]


[‘Bring on the night’ and let the celebrations begin!]

It was time to celebrate! This was definitely an auspicious year; 200 years for the escapement, 80 years for the design, and 18 years since my beginning. The rose gold Reverso Tourbillon was released in 1993, the Reverso was patented in 1931, and the tourbillon was patented in 1801. There are only a clutch of watches in the haute horologie world that have attained the iconic status that can match the Reverso’s known and much loved form. The golden ratio proportions (literally – the dimensions of the case obey phi) have contributed to the longevity of the Reverso’s appeal. Owners young and old, famous, infamous, or standing in the background, all came together to celebrate the first 80 years for the Reverso watch.



What started as a request from a polo player, for a watch case that could turn on its axis to protect the crystal on the dial side, turned into a unique and varied history. The watch of choice for sportsman, aviator, soldier, and statesman, in the 1930’s and 40’s; the Reverso was also used as the symbol of rebirth for Jaeger LeCoultre in the 1990’s as the depressive era of the 1970’s and 80’s was left behind.



An envelope had arrived that looked something special. I could tell by the stamps. It was an invitation to the Celebration Party in Paris! Jaeger LeCoultre celebrated the 80th year of the Reverso in one of the places that it is adored the most: Paris. At the Ecole Nationale Superieure Des Beaux-Arts de Paris, in Paris’s 6th Arrondisement, the Manufacture Jaeger LeCoultre threw the party of the summer to celebrate their most iconic watch.


[The rather formidable security outside the Ecole]

Paris played a key role in the Reverso’s beginnings. By the time Cesar de Trey had acted upon the complaints of a British officer who had seen another watch die in the heat of battle on the polo field, LeCoultre had been manufacturing movements for the Parisian Edmond Jaeger, and the Parisian jeweller Cartier. Hence, perhaps unsurprisingly, when the design work was required for the new watch, it was given over to the Parisian engineer Alfred Chauvot, who in March 4, 1931, lodged a patent for a watch “..capable of revolving and sliding into its case”. In November 1931, after having secured the rights to the Reverso from Alfred Chauvot, together with Jacques-David LeCoultre, César de Trey founded a company called Spécialités Horlorgères. Hence, the first Reverso’s were just that: Reverso. By 1937, with the change of name for the LeCoultre firm to Jaeger LeCoultre, and the incorporation of the Reverso into the range of watches into the renamed firm, the Jaeger LeCoultre Reverso really was Parisian, as much as it was Swiss.



For the 80th Celebration, it was only right that a party was held in Paris. Often copied, or mimicked, the true Reverso was always Jaeger LeCoultre. It embodies the essence of art deco: glamour, functionality and modernity. And broadly speaking, the genesis of art deco can be found in the 1925 Exposition Internationale des Arts Décoratifs et Industriels Modernes that was the culmination of ‘style moderne’ in Paris; an exhibition to feature French art and business interests. The Reverso, designed in a city that was at the epicentre of the movement, is a unique expression of the art deco form, and it was fitting that the party was held in a school dedicated to the beautiful arts.


[The guests start to turn up and make their way to the celebration in the main hall]



As you walked from the main gate down the carpet, the first tent housed the food, the champagne, and a ‘graffiti’ Reverso. The ‘graffiti’ Reverso was a particularly smart idea and gave all the attendees the chance to sign their name and leave a greeting. It created both a memory and a sculpture of the event. Everyone signed, and the graffiti Reverso will be moved to a MJLC office somewhere as a piece of ‘corporate art’.




[Clive Owen signs the 'graffiti' Reverso]


[To the next 80! Andrew H ‘219’]



Through the champagne tent, there was the main hall of the Ecole. The music kicked off with Janek Deleskiewicz (Jaeger LeCoultre Artistic Director) on the saxophone. When Jaeger LeCoultre was re-establishing itself in the 1990’s with the rose gold Reverso series, Janek (who shares his time between Paris and Le Sentier) was the designer behind them all.


[The Reversos through the ages were arrayed as a continuum in one display]

The main hall was given over to the stage for music. At one end of the hall was a display of every model of the Reverso released. I have to say it was impressive, not just for the number, but when laid out end to end along the wall, you realise that history counts. The number and array of watches that have become part of the Reverso line was impressive when physically assembled in the one display. From the Gyrotourbillon 2 at the far right hand of the wall, to the original 1931 Reverso at the far left hand of the wall; history was arrayed as a continuum.


[The main hall]


[The lounge area]


[The watchmaking demonstration]



At the other end of the main hall was a private bar area and an area where watchmakers were demonstrating their craft. The space in the all had been divided up in such a way that the main hall felt both an expansive space for the music, and an intimate space for the talking and relaxing. Up above were four horses from the Piazza San Marco symbolising Jaeger LeCoultre’s commitment to the Venice’s Biennale.













While Paris was shrouded in cloud, as summer thunderstorms beckoned to ease the humidity and the heat, the stars at the party shone brightly. Stars from the entertainment industry, from the world of fashion, and sport were all there to celebrate. The belle de jour and the belle de semaine was there; Catherine Deneuve losing none of her allure to draw the looks from the crowd. Actors Clive Owen and Adrien Brody were there; Ines de la Fressange, Raphael Ibanez, Valeria Golino, Vera Wang - it truly was a star studded event. Most of all we had heard rumours that Count Vlad was to put in an appearance.



With approximately 800 guests in attendance, the party went on for hours. Food was continuous; champagne was free flowing, and music from Julien Dore as well as from DJ’s into the early hours. I have to say that Julien Dore’s performance was a great one and kept everyone’s attention. What was impressive is that the stars came to take part; not just to turn up for the photo opportunity. During the performance by Dore it was great to see Catherine Deneuve front and centre of the crowd enjoying the music. Parisians certainly know how to enjoy life!


[Jerome Lambert gives the welcoming speech]




[Julien Dore's impressive music session]

Chatting with Stephane Belmont at the end of the evening he spoke of the realisation that this was just the beginning of the Reverso story. This is only the start of what MJLC wishes to be the story of the Reverso. The coming years until the next milestone promise to be an exciting time for watch enthusiasts; and for Reverso enthusiasts in particular.


[Past Reverso owners]

In the same way that there is a continuum for the different Reverso watches, and that owners old and new signed their name to the graffiti Reverso, the Reverso story is a continuous written history (
[Reverso history in black and white: writing the story at 80 years!]

Andrew H

Epilogue:


‘Count Vlad’ leaving the premises just before dawn!

I have to say that this was a celebration on a grand scale and my congratulations to all at the Manufacture Jaeger LeCoultre for a wonderful event. Particular thanks should go to Guillain Maspetiol, now at the Paris office: the London collectors miss you. This message has been edited by 219 on 2011-07-01 14:27:24 This message has been edited by 219 on 2011-07-01 14:28:15 This message has been edited by 219 on 2011-07-02 01:10:01 This message has been edited by 219 on 2011-07-02 01:10:42 This message has been edited by amanico on 2011-07-04 22:42:26