Lenny Kravitz and Anya Taylor-Joy Embody Jaeger-LeCoultre’s Unmatched Creativity in New Campaign
Reciting the Maison’s new ‘Watchmaker of Watchmakers’ manifesto.
As a watchmaking Maison of almost two centuries, the expertise and skill in craftsmanship runs deep in Jaeger-LeCoultre’s heritage. From the watch calibres it has created, not only for its own timepieces but also for many other prestigious brands in the past, the Maison’s revered legacy has lent to it being widely heralded as the “Watchmaker of Watchmakers.”
Jaeger-LeCoultre taps into this unofficial title to deliver a new manifesto that underscores its foundational principles. The messaging pays homage to the creativity of its craftsmen including designers, engineers and assemblers, whilst drawing parallels between their skill and the talent of globally renowned creatives at the top of their game.
Envisioning the manifesto in the contemporary art scene, the watchmaker debuts a new campaign featuring global brand ambassadors Lenny Kravitz and Anya Taylor-Joy. Together they show how they continuously hone their craft in both music and film, echoing Jaeger-LeCoultre’s commitment to excellence built on practice.
Jaeger-Lecoultre
Jaeger-Lecoultre
Jaeger-Lecoultre
Jaeger-Lecoultre
Reflecting on the campaign, in which he wears the art-deco style Reverso Tribute Duoface Tourbillon in Pink Gold, Kravitz says, “In my creative process I want to be as far away from making conscious decisions as I can. I want it to flow. So most of the time I’m dreaming my music, my creations. They come, I pick them up and then I work on them, but they’re pretty pure. This wouldn’t be possible without the years of learning and practice before I ever became professional – and the learning that I still do, every day.”
Meanwhile Anya Taylor-Joy – who opts for the bracelet-like Reverso Duetto Small – talks of the message behind the manifesto. She shares, “It’s about focus. When you know what you want to do in life, when you have a passion, you don’t give in to distractions. The way I feel about my art – literally, I breathe it. It is this focus that has enabled me to keep learning joyfully.”
Watch the full “Watchmaker of Watchmakers” campaign video in the gallery above. To find out more about Jaeger-LeCoultre, head to its website now.
