The Butterfly Effect metaphor extends to the Reverso: a margin of millimeters is essential to the watch’s accuracy. And of course, in the timepiece’s flip, where the nuance of design brings an entirely new spin on this icon of timepieces. Filmed in contrasting monochrome and color, both stars perform against a backdrop of projected imagery. The dynamic ensemble of nature, the Reverso and talent form a campaign that expresses the impulsive nature of change.
Nicholas Hoult has been a friend of the Maison since 2017. He recently appeared in Turning Point, a short film for Jaeger-LeCoultre extolling Reverso as the symbol of pivotal moments in life. “In my own life, seemingly insignificant moments have led to great developments in my career. A chance meeting, or simply changing an arrangement has opened up opportunities I could never have foreseen.”
In A New Turn, Anya makes her debut as an Ambassador for the Maison. One of the world’s most acclaimed actresses, garlanded for works such as The Queens Gambit, Anya says: “I am delighted to represent Jaeger-LeCoultre Reverso in ‘A New Turn.’ In film roles, even subtle changes to the delivery of a line, or the way I look can completely change the character or performance. Life itself is a catalyst. Everything of true substance often begins in a small, quiet moment.”
The campaign features the new Reverso Tribute Calendar in Pink Gold with Nicholas, while Anya showcases the feminine Reverso Duetto Small in Pink Gold. The watch switches from its classic Art Deco-style silver sunray-brushed dial, to a newly refined reverse-side dial, with a redesigned night & day indicator. The Reverso Duetto Small also follows the sun over the horizon, with a day-to-night design featuring a classic side and a more flamboyant face that dazzles with diamond-set gadroons.
Inherent in any change is the challenge of retaining a distinctive character while bringing new perspectives that reflect the times. In A New Turn, the Reverso does just this, and this latest artistic campaign from Jaeger-LeCoultre captures the essence of how life can twist and turn in a moment, creating the unexpected from the familiar.
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