Jaeger-LeCoultre launches a virtual museum for its iconic Reverso
By The Prodigal Fool, published on 16 December 2010
We’ve said it before; we’ll say it again: if we had to choose just one brand to buy all our watches from it would probably be Jaeger-LeCoutre. The brand’s portfolio combines quality and breadth that few can match. And of all their models, the Reverso remains the one we admire the most. How could we not? This is one of only a handful of true icons in the world of horology. In production since 1931 virtually unchanged, the Reverso is classic design that’s unlikely to be bettered any time soon.
To celebrate the watch’s 80th anniversary, Jaeger-LeCoultre is launching what we think is a pretty interesting new initiative: an online virtual museum for the Reverso. By asking owners to upload details of their own watches, the company aims to create the largest ever online exhibition of Reversos.
Our only gripe? Jaeger-LeCoultre has restricted access to members of its online community: LeClub. It’s not a big deal but we’ve long thought that it was time that watch brands stopped trying to build their own walled gardens online and instead embraced existing online gatherings of watch fans (like, you know, The Prodigal Guide).
Anyway, if you’re a fan of the Reverso, you should check out the online museum and the video below. We’re off to upload details of The Prodigal Fool’s Reverso Grande Reserve…
(The photo? Why it’s Rosamund Pike of course. We love her almost as much as we love the Reverso so this seemed like a perfect opportunity to publish a gratuitous photo of her.)
Jaeger-LeCoultre launches a virtual museum for its iconic Reverso
We’ve said it before; we’ll say it again: if we had to choose just one brand to buy all our watches from it would probably be Jaeger-LeCoutre. The brand’s portfolio combines quality and breadth that few can match. And of all their models, the Reverso remains the one we admire the most. How could we [...]
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4 Responses to “Jaeger-LeCoultre launches a virtual museum for its iconic Reverso”
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Yes, I read Jerome’s piece and broadly agree with it. But I think this JLC virtual museum can only help the brand as it showcases the long history and broad fan base of the Reverso. Giving owners the chance to be part of it is clever indeed.
I think where social media can go wrong for luxury brands is when they sacrifice mystery and allure for the more relaxed informality normally associated with the likes of Twitter and online forums. It certainly doesn’t have to be that way.
As for your new found interest in the Reverso, I can only counsel you to hot foot it down to a JLC dealer and try a few on. But, be warned, you’ll end up buying one. I have no doubt.
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Ivan Y
17 December 2010
Can’t view the site on my work PC for some reason, but I don’t understand why this would somehow diminish the value of JLC brand (I read Jerome’s piece as well). A lot of people share watch photos on forums (many do it daily), so this is the same thing but for one brand.
Furthermore, I think you can think of social-media interaction differently, i.e. just because brand representative responds to you doesn’t mean that the brand is unworthy or lost its exclusivity. Awhile ago, while Jerome was still with Hublot, he responded to my comment on ABlogToRead and it raised my opinion of the brand (at least, until Hublot parted ways with Jerome and then did that eyebrow-raising advertisement).
I guess, I just don’t see what’s the big deal about social-media/email/forum interactions. *shrug*
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Chris I
17 December 2010
TPF – perhaps. This is only how I perceive the JLC brand. I think JLC is above this…at the same time I love how Bremont and Linde Werdelin have jump started their luxury brands with social media. Marvin as well. Duality and inconsistency , I know.
I guess my perception is that some brands are more grown up than others and therefore social media is not appropriate – it does not “feel” right to me. Just me, I guess.
Chris I
17 December 2010
This diminishes the brand for me. Jerome wrote a piece on Social Media and its appropriateness for certain brands and not others on the Watch Lounge (I think.) It just does not seem appropriate for JLC -at least in my opinion.
But I am now interested in the Reverso.
Chris “I” Lanfear