As far as watchmaking legends go, Jaeger-LeCoultre’s Reverso might just be one of the most elegant in the cannon of tales. Representing the height of the Art Deco period, the Reverso was born during an era that also saw Chanel introduce easy-to-wear jersey fabrics for women and Lacoste invent a jersey-knit cotton piqué polo shirt that was breathable and stretchable for an active lifestyle. Likewise, the Reverso’s clever flip face came out of a need for polo players to protect the glass of their timekeepers while playing the high-octane sport.
The idea took hold when businessman César de Trey happened to be traveling for business in India, then under the rule of the British Empire. Some British colonial officers who were friends of de Trey took him for a front-row view of their favorite pastime, polo. The former purveryor of dental equipment had traded posts for greener pastures distributing watches in Switzerland circa 1930—a time when wristwatches accounted for half of all Swiss exports. He is said to have been obsessed with the protection of watch glass—he had been a distributor for Movado purse watches known for their protective casing. He was quick on his feet after his lightbulb moment on the field and quickly registered the name Reverso (Latin for “I turn) and by 1931 a patent for the sliding, turnable watch face had been registered. He soon connected with the firm, Edmond Jaeger—a company known for making instruments for cars and aircraft which had a close working relationship with the Swiss manufacture, Le Coultre. The union of Jaeger and LeCoultre for the project would ultimately lead to the company as we know it today.
The Reverso was a forward-thinking product of its time developed out of a sort of necessity in relation to a luxurious pastime sport, but today it’s a charming novelty with as much relevant style now as in its heyday. It’s proof that the greatest designs, can switch relevance and clients and yet maintain a singular, near mythological desirability.
From the article by Allen Farmelo, Paige Reddinger, Victoria Gomelsky, Oren Hartov, Blake Buettner
