Jaeger leCoultre has created a short film to mark its first collaboration with Christian Louboutin. Together the two brands created a new spin on the Reverso watch and now Elisa Sednaoui sports the timepiece in the 46 second film which also features Christian Louboutin himself.
In the film, Elisa is seen in a number of different outfits as she carries out several tasks, her Reverso watch easily transforms to suit every ensemble. A smiling Louboutin appears at the end to swivel the case of the Reverso Scarababe that she wears, allowing the watch to change before our very eyes.
“The short movie is a reflection on the mind’s ability to affect the passage of time. With impatience, time slows down and every tick of the watch seems to last an eternity; our heroine is waiting for the day to finish, the cake to bake, the courier to arrive… And finally, when the friend arrives, time, like a beating heart, accelerates wildly with the joy of seeing a loved one. A simple flick of the wrist reverses the watch and time”, said Olga de Grèce, the director of the short film.
Sednaoui stated, “Reverso is the perfect combination of elegance and minimalism. It’s effortlessly classy, a true jewel which completes any outfit. It has been a companion, in both day to day life and Venice’s red carpet …”
“I understood that the Reverso’s iconic Art Deco lines and very specific format could be customized and changed, but never improved. The exciting part is not about enhancing the Reverso, but instead offering a different perception of it through inventive suggestions expressed on the space available for decoration and on the strap. I have always loved the shape of the watch, and would never have agreed to this project if I had not been deeply convinced that I loved the original design of this object”, said Christian Louboutin. “On such a small item, I wanted to include and play with ideas from the expansive worlds of color, shape, reflections and transparency”, he added.
Prices for Louboutin’s Reverso designs range from $5,350 to $46,000. The footwear designer is a guest at Jaeger leCoultre’s Aterlier Reverso project. Atelier Reverso will have a dedicated space at the brand’s Paris, London, Geneva and Hong Kong stores that allows customers to customize their own Reverso watch. Watch fans will be able to choose from 49 dials and colors and 800 different straps to create the Reverso that truly suits their fancy.
[ Via : Timezone ]
