Mad about Reverso

01.10.12

  • Mad Men
Jaeger-LeCoultre, known for aesthetic influence and refinement in the world of watch-making, announced today the creation of a special limited engraved design of their iconic Reverso watch for a Grande Reverso Ultra-Thin Tribute to the award-winning AMC series “Mad Men.” Twenty-five custom-created and numbered pieces of The Grande Reverso Ultra Thin Tribute to “Mad Men” will be available in February 2012. Honouring Jaeger-LeCoultre’s legacy of design expertise and the iconic style of “Mad Men,” the limited edition will be presented in a distinctive, custom-designed walnut commemorative box featuring the Sterling Cooper Draper Pryce logo embossed on the top as well as hand-inscribed on the back of each numbered piece. Additionally, each piece includes a personalised commemorative letter from Roger Sterling, several high quality Jaeger-LeCoultre advertisement reproductions, pictures of the Grande Reverso Ultra Thin Tribute to "Mad Men", and a copy of Roger Sterling’s book “Sterling’s Gold”, autographed by show creator and executive producer, Matthew Weiner. “Certain legends draw their strength from their age. Frozen in the past, immobilised forever, they speak only of the past. But sometimes, the magic is so great that a strange phenomenon takes place: the legend lives, breathes, mutates, becomes more beautiful, all the while retaining its aura. The Reverso is so unique that with the passing of time, it has been made in many guises without losing its essence”, - says Jérôme Lambert, CEO, Jaeger-LeCoultre. The Grande Reverso Ultra Thin Tribute to “Mad Men” edition tells a story like no other timepiece. In 1931, a technically advanced watch was developed for polo players with a dial that could flip, protecting it from damage while also offering a personalised engraved case-back. Protected by patent, its Art Deco style and solid functionality was received with instant praise. The Reverso has evolved over the past eighty years with new faces, sizes and complications. Today, wearing one is an entry to an exclusive world – in terms of watch-making history and aesthetic refinement. Since its premiere in 2007, “Mad Men” has established itself as one of television’s most honoured series. It reigns as the only cable series in history to ever win the Emmy® Award for Outstanding Drama Series four years in a row, as well as the Golden Globe® Award for Best Television Series - Drama for three consecutive years. “Mad Men” is produced by Lionsgate and premieres its fifth season on AMC in March, 2012. Manufacture Jaeger-LeCoultre: A major player in watch-making history since 1833, Jaeger-LeCoultre is the first Manufacture to have been established in the Vallée de Joux, Switzerland. It played a pioneering role by uniting the full range of technical and artistic professions under one roof and made an indelible imprint on the watch-making development of the entire region. The Manufacture has an impressive range of world firsts, superlative creations and legendary models to its credit, including the Reverso, the Duoplan, the Master Control, the Memovox Polaris, the Gyrotourbillon and the Atmos. Guided by time-honoured know-how and a constant quest for technical enhancements, the master-watchmakers, engineers and technicians craft each watch in harmony with the same passion. Each masterpiece, heir to 178 years of expertise, benefits from cutting-edge technologies while being crafted in harmony with the noblest traditions of the Vallée de Joux. Building on a vast heritage encompassing over 1,200 calibres and over 350 registered patents, Jaeger-LeCoultre remains the reference in high-end watch-making.