Many have tried to reveal the secret of French ladies, who can eat everything yet stay attractively slim or elevate the undone morning hair-poem effortlessly to fashion. The tough workout French women exercise (and others spend fortunes to reproduce) is ingeniously illustrated by Caroline de Maigret in this video.
Along this line Jaeger-LeCoultre shot a short film too with Elisa Sednaoui (model, philanthropist and actor of Italian, Egyptian and French descent), the new ambassador of Reverso: Elisa is at home, impatiently waiting for her new Louboutin shoes to arrive – but you know what, in the meantime let’s bake a cake. In full gears, of course.
Earlier this year, when at the SIHH I had a rendezvous with the new 85th anniversary Reversos, one of the most amusing Frenchwomen I know said that her morning routine inseparably includes an espresso and winding her beloved Reverso. She is a genuine example of the women above who in spite of its turbulence take the world seriously only to the extent that it is absolutely necessary and who can speak about her off-bling classic mechanical timepiece impersonated. She and her wrist-love go out every day and the two have seemed to establish a special bond beyond strap, screws and chains.
What Jacques-David LeCoultre, César de Trey the Swiss businessman and designer René-Alfred Chauvot created in the simultaneously flamboyant and depressed 1930s became from an ace response to a sports challenge to a messenger connecting decades, generations and cultures. Reversos’ faces wear the artistic marks of the age they born in, while the back holds messages, miniatures and decorations personalized for the owner to remember. Its shape and the infinite possibilities of self-expression account for the 85 years of success.
Reversos have a rich past and it seems that the line has also been given the special role of connecting Jaeger-LeCoultre with the millennials. Atelier Reverso, introduced at SIHH 2016, is a well thought out concept of the company to offer personalization, while guiding these into an economically reasonable, yet expanding set of options. These include various choices for sizes, dials, straps materials and engravings, making their combination a fun activity and the end-result a potentially unique timepiece.
With the Atelier Reverso Jaeger-LeCoultre builds on the very essence of the Reverso: versatility and playfulness. You start by selecting the base model from a list of Reverso One, Classic and Reverso by Louboutin options. Then the dial designs are chosen on both sides, followed by finding the matching strap from a set of colours and materials. During the entire process you can see the price adapting to your choice – by the way the Atelier is set to offer the entry and mid-range Reversos. High-end complicated and jewellery pieces are still sold in the ordinary way. Once you are happy with your creation, it is emailed to you and you may order it anytime.
The first Atelier Reverso corners have opened in the Paris and London flagship stores – more to come later this Summer/Autumn in the Geneva and Hong Kong boutiques.
Christian Louboutin stopped by not only at Elisa with her new shoes, but also at the Ritz in Paris, where together with Elisa and Jaeger-LeCoultre they held a dinner to reveal the exclusive Couture straps.
Photo credits: Jaeger-LeCoultre, Loupiosity.com.
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