In early June, six days after assuming the role of Jaeger-LeCoultre Southeast Asia managing director, Maxence Kinget eagerly made a stop in Thailand, an important market in this region for the Swiss maison.
The Singapore-based executive was particularly excited about introducing personalised timepieces exclusively available at the brand's boutique, which opened on Siam Paragon's M floor in February.
"Now, you don't just pick a watch. You can create your own," Kinget said of the Atelier Reverso, which marks the 85th anniversary of the swivelling timepiece.
"In the watch world, there are few iconic designs, and the Reverso is one of them," he said of the Art Deco original designed for British officers in India who wanted a robust timekeeper to withstand a polo match.
The design allowed sliding of the case to protect the easily broken glass of the dial. The flippable function can also reveal a hidden dial, giving the watch two faces.
"The bespoke watch will have the recognisable front dial but you can do whatever you like with the back dial to express your personality, experience and special moments," he said.
The French managing director gave the example of his friend, who proposed to his girl with a Reverso. When she flipped over the watch, she found the engraved "Will you marry me?". The surprised girlfriend wasn't sure about saying yes but she surely wanted to keep the watch.
Another Reverso owner had her baby's hand engraved on the back of the watch, a meaningful customisation for a mum.
"A watch is an object on your wrist that you wear on your life journey," he said. "It participates in your adventures, meeting people, experiencing the good times, the hard times. The emotional connection becomes more precious when it's a personalised watch."
Before launching the Atelier Reverso, the engraving and changing strap was the only customisation offered. Now, clients can choose the case, colour, material and motif of the dial to make their one-of-a kind Reverso Classic Duo or Duetto.
Choice of dial colour includes delicate pink, magnetic grey, bold red and dark blue. The Duetto model can further dazzle with gem-set hour-markers and a gem-set centre.
The bespoke watch, however, requires eight weeks to make, as it has to be crafted at the Jaeger-LeCoultre Manufacture in the Vallée de Joux, in the heart of the Swiss Jura.
The 85th anniversary is also marked by a partnership with Christian Louboutin, who has created a collection also available at the boutique. The limited editions, according to Kingpet, have stirred excitement, particularly in Southeast Asia.
Targeting ladies, the watches by Louboutin are fashionable and cool. But creating your own Reverso provides a unique experience that puts you in the watch designer's shoes.
A bespoke Reverso. Jaeger LeCoultre
