Swiss luxury watchmaker Jaeger-LeCoultre has officially named singer-songwriter and actress IU as its new Global Ambassador, welcoming one of Korea’s most celebrated artists to the Maison as it continues to honour its legacy of timeless craftsmanship and refined design.
To mark the announcement, IU appears in Jaeger-LeCoultre’s latest campaign wearing the Reverso Tribute ‘Or Deco Solo Tempo’, a refined interpretation of the Maison’s iconic Reverso collection. Designed, made and assembled entirely at Jaeger-LeCoultre’s Manufacture Atelier in Switzerland, the timepiece reflects the brand’s enduring dedication to precision, craftsmanship and timeless design.
First introduced in 1931, the Reverso was originally created for polo players who needed a watch capable of protecting its crystal during matches. Its innovative reversible case quickly became one of the most recognisable designs in watchmaking, while its clean Art Deco silhouette has remained a defining feature of the collection for nearly a century.
The Reverso Tribute ‘Or Deco Solo Tempo’ embraces that heritage with an understated two-hand display featuring only the hours and minutes. Powered by an in-house manually wound movement, the watch focuses on refined proportions and elegant simplicity, complemented by a sophisticated Milanese bracelet that enhances its vintage-inspired character.
In its official announcement, Jaeger-LeCoultre described IU as an artist whose authenticity, evolving creativity and modern elegance reflect the Maison’s enduring vision of timeless craftsmanship, making her a natural addition to the brand. She joins SEVENTEEN’s Joshua, who was recently introduced as a Friend of the Maison, further expanding the brand’s growing presence across the worlds of luxury and entertainment.
This is not IU’s first role as a global ambassador for a luxury house. She previously served as Gucci’s Global Brand Ambassador, representing the Italian fashion house across international campaigns and events. IU also continues her longstanding collaboration with New Balance, further strengthening her presence across both luxury fashion and lifestyle.
As Jaeger-LeCoultre’s newest Global Ambassador, IU begins a new chapter with one of Switzerland’s most respected watchmakers, bringing together contemporary artistry and nearly two centuries of watchmaking excellence.
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