Jaeger-LeCoultre is bringing its “Reverso Stories” pop-up experience to Hudson Yards.
The Swiss luxury watchmaker is establishing the latest iteration of its immersive pop-up experience in an outdoor space in the Public Square & Gardens at Hudson Yards on Dec. 6, which will give visitors an inside look at Jaeger-LeCoultre’s nearly two centuries of craftsmanship and design, specifically focusing on its Reverso style.
“New York, with its rich legacy of Art Deco architecture and vibrant cultural energy, provides the ideal backdrop to honor the Reverso’s Art Deco origins and timeless appeal,” said Matthieu Le Voyer, chief marketing officer at Jaeger-LeCoultre. “By situating the pop-up in the iconic Hudson Yards, we position the exhibition in a hub that reflects the intersection of design, innovation and contemporary lifestyle — aspects that resonate deeply with Jaeger-LeCoultre.”
The pop-up is broken up into four chapters — Story of an Icon, Story of Style and Design, Story of Innovation and Story of Craftsmanship — and includes archival watches, contemporary high jewelry and miniature-painted pieces. There will also be a focus on Jaeger-LeCoultre’s latest releases, such as the Reverso Hybris Mechanica Calibre 185 “Quadriptyque,” which is said to be the world’s first watch with four functioning faces.
Inside Jaeger-LeCoultre’s Hudson Yards pop-up.
Courtesy of Jaeger-LeCoultre
“This structure mirrors the Reverso’s ability to harmonize artistry, innovation and timeless design, while also accommodating diverse points of interest — from historical significance to cutting-edge advancements” Le Voyer said about the pop-up’s chapters. “By offering this thematic journey, we invite visitors to not only explore the timepiece but to appreciate the broader cultural and artistic narratives it embodies.”
Jaeger-LeCoultre is featuring two collaborations at the pop-up as part of its Made of Makers program. The pop-up will display a multimedia art installation, called “Origin,” created by Korean artist Yiyun Kang, as well as the watch brand’s fragrance collaboration with Nicolas Bonneville, who created three scents inspired by the watchmaker. There will also be a mobile café on site, called 1931 Café.
Jaeger-LeCoultre’s Hudson Yards pop-up will be open from Dec. 6 to Dec. 15.
