Jaeger-LeCoultre's Manifesto Of Excellence Film Stars Nicholas Hoult and Anya Taylor-Joy
5 min read
Jaeger-LeCoultre, "Watchmaker of Watchmakers", has unveiled an evocative new short film celebrating the craftsmanship and artistry behind its exceptional timepieces. Anchoring the Maison's campaign for Autumn 2023, the meditative film features ambassadors Nicholas Hoult and Anya Taylor-Joy and is directed by visual artist Quentin Deronzier.
Set in a minimalist, almost surreal atmosphere, the film weaves together the stories of Hoult and Taylor-Joy as they reflect on the years of unseen work and practice that allows their creativity to appear effortless on screen. This narrative serves as a metaphor for the watchmaker’s art, where mastery is achieved through focus and commitment over time. As the film expresses, “We believe excellence never happens by chance.”
Jaeger-LeCoultre, founded in 1833 in the Vallée de Joux, is renowned as the ‘Watchmaker of Watchmakers’ for its exceptional savoir-faire across 180 crafts and its record of over 1,400 calibres created. The two timepieces highlighted in the new film exemplify this tireless spirit of innovation married with Art Deco aesthetics – the technically sophisticated Reverso Tribute Chronograph worn by Hoult and the refined Reverso Duetto Small on Taylor-Joy.
With its skeletonized and decorated reverse dial, the Reverso Tribute Chronograph showcases both the complexity of creating a chronograph within a rectangular case, and the limitless reinvention of the Reverso since its 1931 debut. Meanwhile, the Reverso Duetto Small’s day-night dual dials radiate elegant restraint on the front and rich drama on the reverse.
Stunning portraits by photographer Richard Phibbs capture the two ambassadors alongside extreme close-ups of the watch movements, underlining the creative passion within. As Jaeger-LeCoultre’s manifesto expresses, “Where you see an achievement, we see the work behind it.” This new film provides an inspiring homage to the dedication that creates excellence, in watchmaking as in any creative endeavour.
