Inside Jaeger-LeCoultre’s Reverso Collectibles Capsule: How the Brand Is Redefining Vintage Watch Curation
The role of Heritage Director is increasingly vital within watch brands, reflecting a growing emphasis on historical preservation in the watchmaking industry. Jaeger-LeCoultre serves as an exemplary case, with Matthieu Sauret transitioning from Director of Product to Heritage Director, focusing on the brand's long history and its impact on future collections. The vintage and pre-owned market has surged, particularly post-pandemic, prompting brands to take a renewed interest in their own vintage pieces. Sauret's vision led to the creation of The Collectibles program, which curates small batch capsules of vintage models representing significant moments in the brand's legacy. The inaugural capsule, unveiled in 2023 during Jaeger-LeCoultre's 190th anniversary, showcased iconic models and has since expanded to multiple global locations. The latest capsule centers around the Reverso, featuring eight exceptional models from 1931 to 1937, including the original Reverso with a unique black dial and a rare two-tone edition. Each model not only exemplifies the brand's rich history but also highlights the evolution of design and technical innovation, particularly with the introduction of in-house movements, marking significant milestones in Jaeger-LeCoultre's storied narrative.
