Jaeger-LeCoultre Welcomes IU as Its Global Ambassador
The celebrated South Korean artist discusses her creative evolution and the courage of restraint in the Maison’s ‘The Hour Before’ interview series.
Summary
Jaeger-LeCoultre named South Korean star IU as its newest Global Ambassador.
The partnership debuted via the intimate 'The Hour Before' interview series.
The collaboration celebrates their shared dedication to authenticity, restraint and meticulous craftsmanship.
Jaeger-LeCoultre (JLC) has officially announced internationally acclaimed South Korean artist and actress IU as its newest Global Ambassador, a partnership grounded in a shared dedication to authenticity and the meticulous mastery of craft. Revealed through the Maison’s intimate The Hour Before interview series, the collaboration explores the quiet perseverance behind IU’s evolution from Korea’s beloved “little sister” to a versatile generational talent.
Much like the Maison’s enduring legacy in Le Sentier, IU values the power of being grounded, noting, “Staying in one place definitely comforts me. I feel the most comfort and peace when I’m at home, in my own space. That’s where I organize my thoughts and where I do a lot of my writing.” Over her expansive career, her craft has become her defining pillar; as she reflects, “At this point, my work has become such a central part of who I am that there honestly wouldn’t be much left to describe my life without it.”.When asked what she is most proud of, her answer mirrors the ethos of a master watchmaker: “Striving to be dedicated”.
This partnership highlights the profound parallels between IU’s creative philosophy and JLC’s approach to fine horology, particularly regarding the iconic Reverso. Born in the Art Deco era, the Reverso is defined by clean lines and bold geometry — a discipline in beauty that deeply resonates with the artist. “I think restraint is actually very difficult,” IU explains. “In some ways, I think it takes the greatest courage. It may even require more courage than showing everything”. Instead of relying on fleeting trends, her artistry thrives on authenticity and a willingness to explore the unknown. She embraces creative voids as opportunities, stating, “I actually think emptiness itself is a great foundation for creativity,” noting that that it’s the emptiness that prompts you to fill the space freely with ideas. It’s this pursuit of depth, fueled by a hidden driving force of “anxiety” and a public driving force of “love,” that makes her work endure.
To mark the announcement, The Hour Before captures IU poised yet unguarded, thoughtfully answering questions while meticulously assembling the case of a Reverso watch. The partnership itself feels remarkably serendipitous; IU recently gifted a JLC timepiece to someone she deeply appreciates, moved by a boutique staff’s handwritten note reading, “A beautiful watch brings beautiful time to its owner.” Only a few days later, she was invited to become part of the JLC family, a moment she described as feeling “so surreal.” Reflecting on this powerful synergy, JLC CEO Jérôme Lambert praised the alignment, stating, “Her authenticity, her dedication to her craft and her quiet elegance resonate deeply with the values of our Maison.
