REVERSO: TIMELESS STORIES
THE REVERSO STORIES: A JOURNEY OF DESIGN AND INNOVATION AT DUBAI DESIGN WEEK
Celebrating more than 90 years of Reverso, a design icon that bridges watchmaking, architecture, and art, Jaeger-LeCoultre brings The Reverso Stories to Dubai Design Week from November 4 to 16, 2025. Inspired by Dubai’s design and innovation spirit, this immersive experience in the heart of the city’s creative district invites visitors to explore the cultural and artistic universe of Reverso in a multi-sensory journey combining watchmaking, artistic and culinary experiences, while discovering Maison’s latest creations.
Visit the Pop-up at Dubai Design District, between building 9 and 10.
A TIMELESS STORY IN FOUR CHAPTERS
The Reverso Stories takes visitors on a compelling journey to discover the history, craftsmanship, innovation and design behind this watchmaking icon through four chapters:
- Story of an Icon
- Story of Style & Design
- Story of Innovation
- Story of Craftsmanship
The exhibition is illustrated by a collection of emblematic Reverso models, from rarely seen archive timepieces, modern-day High Jewellery and miniature-painted models to highlights of the current collection. New exceptional models will be revealed during this Dubai edition of The Reverso Stories.
THE ARTISTIC COLLABORATIONS
THREE ARTISTS, ONE ICON: REVERSO
During Dubai Design Week, Jaeger-LeCoultre brings together three artistic collaborations under Made of Makers™ programme. Olivecoat, Nina Métayer, and Abdalla Almulla expand the dialogue between horology and art through different creative visions.
OLIVECOAT
REINVENTING THE 9th ART
Jaeger-LeCoultre collaborates with Olivecoat, a self-taught webcomic designer who reinvents the classics of the 9th art. For the Made of Makers™ programme, she has created an archive-inspired webcomic that reinterprets the timeless story of Reverso through a modern digital lens.
Guided by creativity and authenticity, her storytelling invites visitors to engage and interact with key moments in Reverso’s history at the Pop-up.
REINVENTING THE ART OF ARCHITECTURE
ART INSTALLATION BY ABDALLA ALMULLA
At the heart of the pop-up, Abdalla Almulla presents ‘30 Sunsets’, an art installation commissioned by Jaeger-LeCoultre. Crafted in oak with sunset gradients, the piece uses scaled forms to evoke the fluidity of time, offering a harmonious visual experience rooted in this timeless principle. It elegantly interprets the Golden Ratio: the divine proportion that inspires art, architecture, and the design of Reverso.
REINVENTING THE ART OF GASTRONOMY
1931 CAFÉ BY NINA METAYER
A unique chance for a full immersion into the style and ambiance of the period when Reverso was born. The 1931 Café invites visitors to pause and savour a refined selection of pastries created by the World’s Best Pastry Chef 2024, Nina Métayer.
As part of the Made of Makers™ program, this collaboration celebrates creativity and excellence, inspired by the Golden Ratio and the natural ingredients of the Vallée de Joux.
THE WATCHMAKING EXPERIENCE
THE REVERSO DISCOVERY WORKSHOP
To complete the experience, the Atelier d’Antoine travels to the Dubai Pop-up, inviting visitors to immerse themselves in the world of Reverso.
Explore the origins of the Reverso case with The Reverso Stories Discovery Workshop – a rare opportunity to gain deep insight into Reverso archives and a variety of models. Guided by an expert, participate in a hands-on watchmaking course, revealing the secrets of the Jaeger-LeCoultre icon.
What's next
The story continues
