‘THE WATCHMAKER OF WATCHMAKERS’ JAEGER-LECOULTRE’S MANIFESTO OF EXCELLENCE

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 Kim Woo-Bin 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 picks up where the previous video in the campagin left off, which starred Lenny Kravitz and Anya Taylor-Joy, with the Reverso continuing to serve as a cornerstone of the visual narrative. The dreamscape setting plays with the notions of real, unreal and surreal, with a minimal backdrop, dominated by a huge, backlit cube, that focuses the viewers’ attention on Kim Woo-Bin 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.