Founded in Switzerland in 1833 by Jacques LeCoultre and Antoine LeCoultre, Jaeger-LeCoultre has established itself as a leading luxury watch brand. Among its many collections, the "Reverso," with its distinctive sliding rectangular case, is considered an icon of the brand.

To celebrate the 90th anniversary of the "Reverso," a Jaeger-LeCoultre fair will be held at the Isetan Shinjuku Main Building 5th Floor Watch Department from November 3rd (Wednesday, public holiday) to November 30th (Tuesday).

The Reverso was born in the early 1930s, about 100 years after Jaeger-LeCoultre was founded, when a British officer requested a watch that could be worn without problems during polo matches. The crystals on watches at the time were not as strong as modern sapphire glass, but were so delicate that they would break if subjected to a strong impact.

The solution to these challenges was the "Reverso," which uses a reversible case. Originally developed to protect the crystal, the reverse side of the reversible case now serves as a canvas for engraving and decoration, and as a sub-dial that allows for the display of another time zone, creating a wide variety of unique values that can only be achieved with the "Reverso."

The new 2021 model, the "Reverso Tribute Nonantième," follows the design of the "Reverso" that has been passed down since its inception, while also paying homage to modern digital watches. The dial features a silver sunray finish, bar indices inherited from the original "Reverso" released in 1931, a large date display at 12 o'clock, and a moon phase subdial.

The front of the watch houses various mechanisms within an 18K rose gold case, presenting an elegant dress watch appearance. In contrast, the back expresses a completely new design style, using numerals in the center and a rotating disc at the bottom to display the time digitally.

Originally designed as a watch for polo matches, the sports watch has undergone its own unique evolution and has become a popular dress watch representing the brand. This fair will showcase the sophisticated Reverso collection, including the Reverso Tribute Nonantième. During the event, there will also be a watch discovery demonstration by a dedicated Jaeger-LeCoultre watchmaker. Maintenance advice and accuracy measurement services, exclusively for Jaeger-LeCoultre watches, will also be available.
On this occasion of the 90th anniversary of its founding, we invite you to take the opportunity to see and experience the timepieces that Jaeger-LeCoultre is proud to offer.

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