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This June Jaeger-LeCoultre presents the new summer straps for the Reverso. In addition to the opening of the 1931 Café in Shanghai. In autumn, the Pop Up will move to Paris, birthplace of the Art Deco movement. A stylish new location will celebrate 90 years of the Reverso watch.

On June 13, Jaeger-LeCoultre opened the 1931 Café in Shanghai. The café, inspired by the Art Deco movement, offers the opportunity to immerse yourself in the style and ambiance of the era in which the iconic Swiss watch Reverso was born. The French movement, born in the 1920s, was distinguished by its rejection of traditional processes, opting for a streamlined geometry. Thus seeking the spirit of modernity and progress. The Reverso watch was born with the same idea. Created in 1931 and designed with the same soul, breaking the rules of traditional watches. Its personified aesthetics and the progressive values of the brand have transformed areas of design such as cinema, fashion, graphic art or architecture.


The iconic Reverso watch, a symbol for the Swiss brand since its creation in 1931.

The 1931 Café has an elegant interior design reminiscent of the ocean liners of the 1931s. Accompanied, moreover, by the glamour of a movie set. The colors used are black and white. Perfect conjunction which, accompanied with Art Deco materials of the firm, such as velvet, glass or lacquered wood, gives the room a warm and welcoming light. Every detail has been custom designed, from the glass chandelier that dominates the center of the room, to the chairs with three metal bands that echo the three gadroons in a Reverso box.


Interior of the 1931 Café. Also shown are the 4 desserts created by Nina Métayer.

To complete this celebration of 90 years of the watch, they have decided to give a touch of exquisite flavor to the store. Collaborating with the brand, pastry chef Nina Métayer, has designed a special collection of cakes. Echoing the Art Deco aesthetic, and to take visitors on a journey to the home of Jaeger-LeCoultre in the Vallée de Joux. The chef twice named chef of the year, and based in Paris, employs the use of flavors from the Valley. Using mountain berries, walnuts and honey. In addition, the delicious Swiss chocolate. Inviting guests to experience the world through different flavors, and enjoying pastry in its most artisanal form.


Pastry Chef Nina Métayer, in the process of her cake “Secret de Fruits Rouges”.

For Métayer, this collaboration with Jaeger-LeCoultre appealed to him when he learned of the idea of bringing together two very different expressions of craftsmanship in a single project. “The pastry chef and the watchmaker share the same deep values and our gestures are driven by the same desire: not to create for ourselves, but to excel for the pleasure of the recipient,” declares the chef.


Above left to right: Secret de Fruits Rouges and Bruit de Noisette. Bottom left From right: Soupir Chocolat and Silence by Myrtille

The two chosen cities played an important role in the history of Art Deco. Paris, birthplace of the movement in the 1920s. Thanks to the Exposition Internationale des Arts Décoratifs et Industriels Modernes, the style gained global momentum in 1930. Shanghai, on the other hand, during the 1930s, Chinese Art Deco style found a beauty blending East and West. 

The cafe in the Chinese city opened on June 13 and will remain open until August 15. Located in K11, an art and fashion center in the heart of the city. Meanwhile, 1931 Café will move to central Paris in the fall.

New summer straps for the Reverso

Jaeger-LeCoultre together with Casa Fagliano have presented the new summer straps for the watch. The two houses have been connected since 2011, and since then they have not stopped making different straps for several limited edition Reverso watches.


Two of the straps they present for the legendary watch

The straps, with a casual and informal style, are inspired by the canvas and leather boots manufactured by Casa Fagliano for the summer polo. Combining canvas with soft calfskin, which ensures greater comfort on the wrist. Designed in four different shades: sand beige, light tan, pale blue and medium gray, and available in two sizes, adapting to all models of the Reverso Classic Medium, Reverso Classic Large and Reverso Tribute collections.


From left to right: Sand Beige, Light Tan, Medium Gray and Pale Blue

In addition, they are equipped with the interchangeable system of Jaeger-LeCoultre, allowing you to change the straps with the greatest ease whenever you want to change style. In the same way, it counts the possibility of personalizing the case back of the Reverso with a motif of your choice, expressing personal style.

These summer novelties extend the collaboration between the two brands, betting on the spirit of craftsmanship. Always with the idea of offering customers a unique personal style, respecting the details and the search for perfection.


Images courtesy of Jaeger-LeCoultre

Noelia Fernández

Journalist passionate about culture, literature, arts and travel. I am interested in being able to listen to others and immerse myself in their stories, seeking the essence of each experience and giving voice to many that are not heard. I have been writing for Horse since June 2021.