Storied Swiss watch brand Jaeger-LeCoultre—famed for its iconic Reverso watch—just announced an unexpected addition to its roster of ambassadors: Lenny Kravitz. The legendary rocker is exactly the sort of person who can move the needle for the brand in America. And the announcement comes at just the right time, when collectors are finding new joy in just the kind of ultra-refined, slim dress watches in which the house specializes. While a Reverso might seem like a surprise on the wrist of someone like Kravitz, it's worth noting that he’s part of a long line of rock-and-roll watch-wearers whose timepieces are often at odds with the milieu. It’s a kind of contrarian move that throws the workmanship and luxury of such watches further into relief.
Kravitz’s weapons of choice? First, the steel Reverso Classic Duo Face—so named because there are separately functioning watch faces on both sides, so you get two watches for the price of one—which he wore when he performed live at the Oscars last month.
For the press shots here, however, Kravitz supercharged his high-watchmaking game still further with the Reverso Tribute Duo Face Tourbillon in pink gold , a monumental piece of Jaeger-LeCoultre wizardry that was unveiled just last month at Geneva’s Watches and Wonders. The watch crams two separate timepieces, plus a tourbillon with a total of 254 individual parts, into the signature rectangular Reverso case that, despite all those components, is just 9.14mm thick.
For Kravitz, who recalls from childhood his father’s collection of chronographs, watches are a longstanding passion. “Beyond the function of a watch, style is very important,” Kravitz said in a statement. “You have to really connect with it. I feel very drawn to Jaeger-LeCoultre. The way they combine such a high level of craftsmanship, design, and function in their watches—that really resonates with me.” In his first official outing with the brand in May, Kravitz will feature in a new campaign alongside fellow Jaeger-LeCoultre ambassador Anya Taylor Joy.
