Jaeger-LeCoultre’s CEO On Why The Reverso Is A Forever Classic

Jérôme Lambert tells us all about the exciting new plans for the Maison and his top picks from Watches and Wonders 2025.

By Renee Batchelor - published 9 Jul 2025

Just a few weeks after Watches and Wonders Geneva ended, Jaeger-LeCoultre CEO Jérôme Lambert came to town for a short visit. We met in the Maison’s boutique in The Shoppes at Marina Bay Sands to chat about the brand’s 2025 releases, revisit them up close, and to find out more of his thoughts on these new timepieces—many of which have taken the horological world by storm.

Lambert is no stranger to Jaeger-LeCoultre, having first worked with the brand in 1996 and serving as CEO from 2002 to 2013. Back with Jaeger-LeCoultre again, Lambert likens this appointment to “swimming in the same river for a second time… the water has changed, so it’s a different experience.” Still, Lambert tells us that while the Maison has a lot of similarities to the past, it has also changed tremendously. “The technical mastery is higher than ever. The fine craftsmanship and the watches with enamelling are very strong. So it’s a Maison that has been blossoming and developing itself.”

Lambert was particularly excited that the Reverso—a classic from the brand that was first introduced in 1931—was so well received and understood this year, pointing to the great reception of the Minute Repeater as well as the Tribute Geographic, ‘Or Deco’ rose gold bracelet watch and the One Precious Flowers, all of which represent different facets of the Reverso’s personality.

Which is your favourite launch this year?

Jaeger-Le Coultre Reverso Tribute Minute Repeater
Photo: Courtesy of Jaeger-LeCoultre

This is like asking a parent which is their preferred child! I think that the Reverso Tribute Minute Repeater is an amazing creation. Again, the movement of the Minute Repeater is always highly technical. It is already in round watches, but in square watches, it’s really a big challenge. And of course, the ‘Or Deco’ has been capturing a lot of attention. So I would say these two pieces have been remarkable.

What watch are you wearing today?

Jaeger-LeCoultre Reverso Tribute Geographic with a pink gold case
Photo: Courtesy of Jaeger-LeCoultre

This year I will be wearing the Reverso Tribute Geographic. I’m travelling a lot, so I find it very convenient to have the different time zones of the world. I like the technical aspect of that watch that gives it so many points of differentiation—and the strong Grande Date, the beautiful dark lacquer dial, but also the amazing geographic detail in the back. I love all these elements.

How do you think the watch represents the brand’s excellence in design and its technical excellence?

I think the iconic Reverso speaks very well on two aspects that are very fundamental for the Maison. On one hand, there is amazing technical content. This year, there were two movements created for the Reverso. Jaeger-LeCoultre has created more than 50 movements for the Reverso in 94 years, so that’s more than one movement every two years. And on the other hand, the Reverso is also the aesthetical signature of Jaeger-LeCoultre in its elegance, its purity, and its Art Deco style. This elegance and style has been nurturing and influencing all the other aesthetical expressions of Jaeger-LeCoultre.

How do you think the nearly 100-year-old Reverso will evolve in the coming years?

The watch of course, has two faces. The first generation had a [plain] back that could be used for decoration and personalisation. Then there was the second phase that showed off complications. And in the last 20 years, we have been working a lot on the three dimensionality of the watch—for example by using the side of the watch to change the time zone or the quadratic version with four faces. I think we have gone very far in capturing the three dimensionality of the Reverso, and we are working on further enhancing it in the future.