Jaeger-LeCoultre has unveiled its immersive ‘Reverso Stories’ pop-up in Dubai Design District, celebrating over nine decades of craftsmanship, innovation and design excellence.
Open to the public from 4 to 16 November during Dubai Design Week, the exhibition traces the evolution of one of the world’s most recognisable timepieces through a series of interactive displays and artistic collaborations.
The showcase unfolds in four themed chapters – Story of an Icon, Story of Style & Design, Story of Innovation and Story of Craftsmanship – each illustrating the heritage of the Reverso line through emblematic pieces from the Maison’s archives and contemporary collections. Visitors can view the world’s first wristwatch with four functioning faces, the Reverso Hybris Mechanica Calibre 185 Quadriptyque, alongside rare historical models and high jewellery editions.
Marking the occasion, Jaeger-LeCoultre also presents a new interpretation of the Reverso Hybris Artistica Calibre 179. Limited to just ten pieces, the 18K pink gold timepiece features black hand-lacquered dials on both front and reverse. Incorporating the fourth evolution of the Manufacture’s signature multi-axis Gyrotourbillon, it maintains exceptional complexity while preserving the slim proportions of the Reverso case.
Three creative partnerships from the Maison’s Made of Makers™ programme further enrich the Dubai experience. Webcomic designer Olivecoat introduces a digital artwork inspired by the Reverso’s history, inviting visitors to explore the watch’s story through interactive storytelling. Emirati architect Abdalla Almulla contributes a large-scale installation titled 30 Sunsets, crafted in oak and sunset hues to express the golden ratio principles that influenced the Reverso’s Art Deco design. Meanwhile, acclaimed pâtissière Nina Métayer brings the same mathematical harmony to life at the 1931 Café with pastries inspired by balance and proportion.
The ‘Reverso Stories’ pop-up reflects Jaeger-LeCoultre’s ongoing commitment to blending heritage and innovation. Originally created in 1931 to withstand the rigours of polo, the Reverso has evolved into a cultural design icon, housing more than 50 calibres over its 90-year history. Open daily from 10am to 11pm until 9 November and 12pm to 11pm from 10 to 16 November, the Dubai pop-up offers free admission, inviting visitors to engage with the timeless narrative of craftsmanship, design and artistry that defines Jaeger-LeCoultre.
