Jaeger-LeCoultre invites collectors to learn about its famed Reverso collection through an exhibition starting November 3 in New York City.

The exhibit, called Reverso Stories, is touring the world and arrives in New York to mark the opening of the watchmaker’s new flagship boutique on Madison Avenue.

Located at IRON 23 (29 West 23rd Street) and open from November 3rd to November 22, the exhibit explores the Reverso story through four key themes: Story of an Icon, Style and Design, Innovation, and Craftsmanship.

The watchmaker also places the Reverso’s history amid nine decades and explores the wider creative and cultural universe surrounding it.

Also enhancing the exhibit is an immersive digital art installation by Korean artist Yiyun Kang; a space devoted to the video series ‘In the Making’, which reveals the secrets of the 180 crafts practiced in the Jaeger-LeCoultre manufacture; a room dedicated to Japanese artist Hokusai, whose works have been reproduced on Reverso timepieces, a café serving an Art Deco-inspired menu and hands-on watchmaking workshops.

A Reverso Tribute Chronograph.

In addition to historic timepieces, the exhibits will include the 2023 Reverso models launched at Watches and Wonders and two new Reverso Tribute Enamel models that will be launched during the New York season of ‘Reverso Stories’. 

Source: Jaeger-LeCoultre 

Reverse Stories: Opening hours and admission: 

November 3 to November 22, 2023

Tuesday to Thursday 11am until 7pm, Friday and Saturday 10am to 7pm, Sunday 11am to 6pm, closed on Monday. 

Guests will be able to walk in or book guided visits online.

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