In the United Kingdom of 1931, at a time when pol0 was one of the wealthy people’s favourite sports, Jaeger-LeCoultre, the Swiss haut horlogerie, created its best known model, Reverso. With a reversible rectangular box which permits to leave the piece of glass safe from bumps, the watch was developed to be used at polo matches played by the British naval officers.
After almost 90 years since its launch, the art déco aesthetic model managed to stay current and coveted. Reverso’s updated versions, as well as some other discrete models, such as the Master, help explain the longevity of the brand. The watchmaker investments in the universe of cinema have also favoured its fame these days. The watchmaker is the main sponsor of the Venice International Film Festival, whose 76th edition will occur between August 28th and September 7th, marking the 15 years of its collaboration with the Festival. Since 2007, Jaeger-LeCoultre grants a prize, called Glory to the Filmmaker, to the one who «brings originality to the scenario of contemporary cinema», in the words of the Festival director. The watchmaker will be presenting a personalised Reverso to the winners of the most prestigious awards in the various categories. This year, each model will be hand-engraved with a Leone d'Oro inscription, with the number 76 and the image of the lion used in the official logo of the event. In addition to the Venice Film Festival, the brand helps to publicize the Shanghai International Film Festival and San Sebastian International Film Festival, in Spain.
