Jager-LeCoultre goes rock with Lenny Kravitz

Jager-LeCoultre is the latest prestigious brand to join the ranks of excellence in Galleria Cavour thanks to its partnership with the Bartorelli family, for generations synonymous with luxury and exclusivity. No one, however, could have imagined that the Swiss brand could take the classicism of tradition, which has always distinguished it, towards new stylistic boundaries capable of embracing contemporaneity with a rock soul. The group’s new brand ambassador, in fact, chosen to reinterpret the famous Reverso, is an exceptional star, original and over the top, whom we might never have expected: Lenny Kravitz.

In reality, the parallels between the singer’s philosophy and that of Jaeger-LeCoultre are many: first and foremost, the ability to change while remaining faithful to one’s own values and principles. The rock star’s style is as unique and instantly recognisable as the iconic rectangular case that has made the history of the brand’s timepieces. Kravitz has always skilfully blended vintage and contemporary elements, just like this watch that has a reputation for crossing fashions and decades.

Two icons who therefore only seem distant but who, as Catherine Rénier, CEO of the brand, explains, embody artistic genius, inventiveness and the ability to transcend genres. Few people know that the rock music star is actually a great watch enthusiast: it was his father, from childhood, who indoctrinated him, passing on to him a love above all for the craftsmanship of gears, craftsmanship and design. In his private collection, models from the 1960s and 1970s stand out in particular.

In his photo shoot, Lenny Kravitz wears the Reverso Tribute Duoface Tourbillon in pink gold: hypnotic, seductive and equipped with a dual time zone. “This is one of the most beautiful aspects,” the new ambassador commented enthusiastically, “It merges with me when I want to change. If you change mood or state of mind, all you have to do is turn it upside down for something completely new to happen“. The Reverso thus rediscovers itself as rock, but perhaps, with its fickle and innovative soul, it always was.