Source: Images and content by Jaeger LeCoultre @ Jaeger LeCoultre.
Paying Tribute to the Genesis of Excellence
At Jaeger-LeCoultre, we believe that, in watchmaking as in any creative endeavour, mastery comes from patience and dedication. Greatness is achieved by turning talent into skill, day after day, one small achievement after another. Passion is channelled into focus and commitment. Moments of inspiration are fuelled by years of learning. Expertise is built from countless small increments practised and perfected over time. Excellence evolves step by step. As in music, art, performance, literature, design, so it is in watchmaking. This is the Jaeger-LeCoultre Manifesto.
For Autumn 2023, Jaeger-LeCoultre unites the talents of Global Ambassadors Nicholas Hoult and Anya Taylor-Joy in a new film that reflects on the true source of success – an homage to the work that is done when nobody is watching; the years of practice it takes to perfect a gesture, a movement, a word spoken to camera.
The new short film that anchors the campaign has – like the previous video, which starred Lenny Kravitz with Anya Taylor-Joy – been directed by French visual artist and creative director Quentin Deronzier. It picks up where the previous film left off, with the Reverso continuing to serve as a cornerstone of the visual narrative. Celebrated for his dreamscape settings that play with the notions of real, unreal and surreal, Deronzier also designed the sets and the evocative lighting. The minimal backdrop, dominated by a huge, backlit cube, focuses the viewers’ attention on Nicholas Hoult and Anya Taylor-Joy as their stories are woven together. The narrative builds into a powerful message about the unseen work that makes their creativity appear so effortless – a natural analogy to the art and craft of watchmaking.
