Haute Horlogerie, Jaeger-LeCoultre, borrows a page from today’s hip hop remix culture by tapping in apparel maestro Dr Romanelli for a collaboration that has produced two exclusive versions of their timepiece – the one with the famous rotating case – The Reverso. The two new versions come with an ingenious strap and tag system that allows the watch to be worn in various ways on the cuffs of four special edition hand-finished Dr. Romanelli jackets.
The collaboration is part of the 75th anniversary of esteemed Swiss watchmakers, Jaeger-LeCoultre and the campaign around the watches will feature a travelling installation of Dr. Romanelli’s workspace depicted as if he existed in the mid-to-late nineteenth century. Exclusive boutiques will be dressed to look like the corner of a successful craftsman’s studio from the 1890s, housing all the tools and props of the period.
The watches will only be available at a few exclusive boutiques around the world.