Installations / Permanent Experiences

As part of Watches & Wonders 2025 in Geneva, Jaeger-LeCoultre has invited SUPERBIEN for the fourth consecutive year to tell a unique story — that of a legendary object, a timeless design, and a technical gesture that became iconic : the Reverso.

Within a fully redesigned booth conceived by Jaeger-LeCoultre’s creative team, the studio has crafted an immersive visual experience that pays tribute to the Maison’s heritage while showcasing its spirit of innovation. The space unfolds across three narrative layers: monumental screens, luminous volumes, and an enveloping voice-over immerse the visitor in a story in motion.

Every half hour, a three-minute film invites guests to slow down time. Through a visual composition blending live-action footage, generative design, and AI-generated imagery, the audience journeys through the key milestones of the Reverso — discovering its origins, evolutions, and ever-renewed lines.

At the intersection of spectacle and contemplation, The Reverso Story conveys the emotion behind the invention of an iconic object. Presented over 200 times during the event, the experience left a lasting impression with its elegance, precision, and mastery of narrative.

A powerful reminder that at Jaeger-LeCoultre, precision extends far beyond the dial — it shapes every expression of the brand.