Source: Images and content by Jaeger LeCoultre @ Jaeger LeCoultre.
For Jaeger-LeCoultre, Alex has created a meaningful representation of La Grande Maison’s values through a new and boldly contemporary alphabet style, the 1931 Alphabet. As a stylistic springboard, he turned to Art Deco – a style that remains very evident to this day in the visual landscape of his adopted home, New York, and one of great importance to Jaeger-LeCoultre as the origin of the Reverso. More than simply a style, Art Deco expressed the extraordinary spirit of modernity that swept the world in the 1920s and ’30s – progressive, optimistic and forward thinking, with a fascination for technology, and tremendous creative energy – values that will always remain relevant for the Manufacture.
“We are delighted to work with Alex Trochut,” says Catherine Rénier, Chief Executive Officer of Jaeger-LeCoultre. “His creative work is avant-garde and like our Maison, he uses his heritage as a foundation, harnessing that legacy in order to express the present and future in new creative ways.”
The new 1931 Alphabet that Alex has created for Jaeger-LeCoultre is a strongly modern addition to the Maison’s visual identity. In a sharp and contemporary take on Art Deco, each letter has a boldly sculptural quality and strong sense of visual depth, while also conveying a sense of dynamism and movement. It is equally expressive in both two-dimensional form and as three-dimensional objects.
