November 10, 2025

Jaeger-LeCoultre :THE ‘REVERSO STORIES’ POP-UP COMING TO DUBAI

AN IMMERSIVE JOURNEY THROUGH NINE DECADES OF CRAFTSMANSHIP, INVENTIVENESS AND DESIGN

Jaeger-LeCoultre invites visitors to discover the world of Reverso through a richly immersive pop-up held in the heart of Dubai Design District. ‘Reverso Stories’ takes visitors on a fascinating journey into the evolution of watchmaking craftsmanship and design, through nine decades of cultural and social change. The ‘Reverso Stories’ pop-up will be staged during Dubai Design Week, from 4 November until 16 November 2025.

‘REVERSO STORIES’ – A FASCINATING RETROSPECTIVE

Celebrating the Art Deco origins of one of the world’s most recognisable watch designs, ‘Reverso Stories’ takes visitors on a compelling journey into its history and the craftsmanship, innovation and design behind it.

Told in four chapters – Story of an Icon, Story of Style & Design, Story of Innovation and Story of Craftsmanship – the Reverso’s story is illustrated by emblematic models, from rarely seen archive timepieces to contemporary High Jewellery ones, miniature-painted pieces and highlights of current collections such as the world’s first wristwatch with four functioning faces – the Reverso Hybris Mechanica Calibre 185 Quadriptyque – achieving an unparalleled feat with 11 complications across four dials.

A NEW PRODUCT INTERPRETATION

Initially created in 2023, the Reverso Hybris Artistica Calibre 179 epitomises the philosophy of the Hybris collection. In 2025, Jaeger-LeCoultre unveils a new interpretation, featuring black hand-lacquered dials on both front and reverse, set within an 18K pink gold (750/1000) case, limited to just 10 pieces.

In the 1990s, as Jaeger-LeCoultre introduced high complications to the Reverso and created the Duoface movement (patented in 1994), which displays a different time zone on each dial. As well as incorporating the Duoface mechanism, Calibre 179 features the fourth evolution of the Gyrotourbillon, the Manufacture’s signature multi-axis tourbillon developed specifically for the Reverso. Comprising 382 components, it achieves exceptional complexity while preserving elegance and comfort, with a case thickness of only 13.63 mm.

Echoing the monochromatic palettes of the Art Deco era, the new black and grey tones of the Reverso Hybris Artistica Calibre 179 form a striking contrast with the 18K pink gold case (750/1000), bridges and decorative plates. With its double-sided Duoface movement, this Reverso expresses two very distinct identities. Completing the timepiece, the adjustable, patented folding buckle incorporates a double-wheel system that allows micro-adjustments to the nearest 0.5 mm.

MADE OF MAKERS COLLABORATIONS

The ‘Reverso Stories’ pop-up revealed in Dubai features three artistic collaborations under Jaeger-LeCoultre’s Made of Makers programme, which was developed to push further the boundaries of classical arts by collaborating with artists, designers, and craftsmen from disciplines outside watchmaking.

The Webcomic Designer, Olivecoat: The pop-up is staging Jaeger-LeCoultre’s latest collaboration under the Made of Maker programme. Through contemporary visual storytelling, Olivecoat offers a fresh perspective on one of the Maison’s most iconic timepieces. By creating an archive-inspired webcomic that reinvents the 9th art, she captures the story of the timeless Reverso through a modern lens. In Dubai, visitors will be invited to engage and interact with her immersive narrative highlighting key moments in the Reverso’s history.

The award-winning Emirati Architect, Abdalla Almulla: At the heart of the pop-up, Abdalla Almulla presents 30 Sunsets, an art installation, commissioned by Jaeger-LeCoultre. Crafted in oak with sunset gradients, the piece uses scaled forms to evoke the fluidity of time, offering a harmonious visual experience rooted in this timeless principle. It elegantly interprets the Golden Ratio: the divine proportion that inspires art, architecture, and the design of the Reverso.

The celebrated 2024 World’s Best Pastry Chef, Nina Métayer: Drawing inspiration from the same principle, chef Nina Métayer will enrich the visitor experience at the 1931 Café with a culinary tribute. Blending design and pastry, she celebrates the harmony of the Golden Ratio that guided the Reverso’s design, translating it into a contemporary gastronomic interpretation.

Expanding the dialogue between horology and art, the programme is rooted in the core principles that have always defined La Grande Maison: creativity, expertise, and precision.

Website : https://www.jaeger-lecoultre.com/eu-en

Photo & video credits : © JAEGER-LECOULTRE 2025

Alexandre Joulia-Helou, deputy editor-in-chief AMILCAR MAGAZINE GROUP.

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