An Interview With Jaeger-LeCoultre CEO Jérôme Lambert

The Reverso took a prominent spot during Watches and Wonders 2025. Not only were the new Reverso watches the highlight of the Jaeger-LeCoultre booth, but they were also the talk of the town.

Jaeger-LeCoultre Manufacture

Earlier this year, before Watches and Wonders, I traveled to Jaeger-LeCoultre’s headquarters in Le Sentier to see the new Reverso collection in great secrecy. When you visit the Jaeger-LeCoultre manufacture, you know you’ll see some extraordinary things. Once you pass the entrance, it’s all about watchmaking. Although the size of the manufacture is impressive, it feels like you’re visiting a family-owned business that takes great pride in traditional watchmaking. The brand is often referred to as “the watchmaker of watchmakers” because of its innovative character and large number of in-house-developed calibers that many other brands have used. Later, at Watches and Wonders 2025, we got to see the new Reversos again and the reactions from watch enthusiasts and collectors like you.

We talked to Jérôme Lambert, CEO of Jaeger-LeCoultre, and discussed the reception of the Reverso collection, its special role in France, today’s watch market, and more.

Jérôme Lambert, CEO of Jaeger-LeCoultre

The Reverso: Don’t call it a comeback

Robert-Jan Broer (RJB): Jaeger-LeCoultre had wonderful momentum at Watches and Wonders with the new Reverso collection. Do you feel the Reverso is making a proper comeback after many years of sports watches dominating enthusiasts’ minds?

Jérôme Lambert (JL): We are very proud of the momentum we have built around the Reverso, particularly following the last edition of Watches and Wonders in Geneva. Yet, the Reverso is not properly making a “comeback” because it never left. It has remained one of the most iconic and enduring designs in watchmaking for over 90 years.

What we are seeing, however, is a shift in the broader market. Enthusiasts are gravitating back toward refined proportions, slimmer profiles, and watches that express elegance and restraint. These are qualities the Reverso has embodied from the beginning. Whereas oversized sports watches long dominated the trends, there is now a renewed appreciation for pieces that offer both heritage and versatility. The Reverso, originally designed for sport yet executed with timeless sophistication, uniquely bridges these worlds. We are leaning into this duality by refining case sizes, enhancing wearability, and continuing to push the boundaries of mechanical innovation without compromising aesthetics. Our ability to achieve that lies in being a fully integrated manufacture, with more than 180 watchmaking skills mastered under one roof.

Reverso “Or Deco” — Fratello’s favorite as well

RJB: Was there a particular reaction (from the market or media) to one of the new Reverso models that stood out for you?

JL: The Reverso Tribute Monoface Small Seconds “Or Deco” particularly stood out. This piece was a natural fit — Milanese mesh, born in the 1930s, sharing with the Reverso not only an era but also a similar spirit of graphic elegance, purity, and understated sophistication. And yet, this combination had never seen the light of day. It was there before our eyes, like a forgotten obviousness. We simply had to dare.

The result speaks for itself. Deeply rooted in our history, the watch is elegant and timeless, yet it offers something resolutely new and decidedly contemporary. It is precisely this faithfulness to our heritage and assertive creative freedom that reflects our vision — to reinvent ourselves by drawing on our codes, our history, and our technical mastery. The piece was unexpected and greatly appreciated by clients and the media alike.

Uncertainty among consumers

RJB: The watch market has gone soft in the past two years. There is not one root cause for this, as multiple things are happening in the world that make consumers insecure. What is your take on the situation?

JL: The watch market has indeed softened in recent years, and this is due to multiple global factors creating uncertainty among consumers. During the pandemic, we saw an unprecedented surge driven largely by speculative buying. Many clients viewed watches as investment assets rather than personal timepieces to enjoy. This led to inflated demand and waiting lists, with many watches kept unworn in safes. Today, the market is recalibrating. Collectors and clients have grown more discerning, shifting their focus from speculation to the intrinsic value of a watch — its craftsmanship, technical innovation, and authentic heritage. This is a positive evolution that aligns perfectly with Jaeger-LeCoultre’s DNA.

As a fully integrated manufacture with nearly two centuries of expertise, we have always prioritized the substance behind the watch — the invention, artistry, and meticulous handcrafting that make a timepiece truly exceptional. Our Métiers Rares atelier embodies this commitment, preserving rare artisanal skills that elevate our watches beyond mere objects of status. In this environment, we do not chase fleeting trends or speculative hype. Instead, we continue to offer collectors and enthusiasts timepieces designed to be worn, cherished, and passed down.

Celebrating achievements

RJB: What measurements can Jaeger-LeCoultre take to keep spirits positive?

JL: At Jaeger-LeCoultre, maintaining a positive spirit begins with a strong foundation, and we are fortunate to have a very special one. The Vallée de Joux, where our manufacture has been rooted since 1833, offers more than just a breathtaking natural setting. It reminds us every day of the values that define true craftsmanship — patience, humility, and precision. It is an environment that nurtures calm focus, even in times of uncertainty.

We also find strength by looking at our history. Over more than 190 years, La Grande Maison has weathered wars, crises, and moments of transformation. Yet, through every challenge, we have remained committed to innovation and excellence. That resilience is something we carry forward with pride. It shows us that even in the most difficult times, we have continued to create, invent, and inspire.

And most importantly, we celebrate our achievements, not just to honor the past but also to motivate the present. Every caliber we develop, every artistic craft we preserve through our Métiers Rares, is a reminder of what we are capable of as a collective. Keeping that sense of pride alive in the work we do and the values we stand for is one of the most powerful ways we can keep spirits high and move forward with purpose.

The Reverso is an icon

RJB: How come enthusiasts accuse many watch brands of “milking their icons,” while the Reverso has never received this form of criticism? How has Jaeger-LeCoultre avoided this?

JL: Through nine decades, the Reverso has continually reinvented itself without ever compromising its identity. It has housed more than 50 different calibers, while its blank metal verso has become a canvas for creative expression, decorated with enamel, engravings, or gemstones.

The Reverso is a watchmaking icon, a timepiece with a distinct identity and heritage. It is a synthesis of form and function with a design based on a swiveling case. This makes it one of the most inventive wristwatches in history. Not only is the Reverso iconic, but it also demonstrates the craftsmanship and precision skills of our manufacture.

The back of the Reverso case provides the perfect canvas for some of the most celebrated works of human creativity. While certain skills have been lost forever and others are no longer taught, Jaeger-LeCoultre is known precisely for its mastery of the highest fine watchmaking savoir-faire and Métiers Rares. To produce and embellish its pieces, we are one of the few fully integrated manufactures and unite no fewer than 180 crafts under one roof.

We hope the Reverso will continue to epitomize the spirit of modernity and creativity that inspired its creation, now and for many years to come.

The Collectibles Program

RJB: With the pre-owned market (and auctions) becoming bigger and bigger, do you actively follow or monitor how the Reverso performs there? What have you noticed?

JL: Regarding the auction market, the Reverso continues to perform remarkably well. Earlier this year, we followed a regional auction in Troyes, where a rare lozenge-shaped gold Jaeger watch from the early 20th century — initially estimated at just €800 — sold for €55,000 (€68,200 including fees) to a New York-based collector. Its unusual design, excellent condition, and rarity captured the attention of connoisseurs, reminding us just how quietly powerful our heritage can be. It was a subtle yet striking celebration of what makes Jaeger-LeCoultre unique — the emotional value of time, the quiet strength of design, and the enduring beauty of fine craftsmanship.

Beyond auctions, we closely follow the growing pre-owned and collector markets. That is precisely why we created The Collectibles program. It is for enthusiasts who wish to deepen their knowledge of a pivotal era in watchmaking history and for collectors seeking to acquire one of La Grande Maison’s emblematic timepieces, including icons like the Reverso.

We recently unveiled Capsule IV in Paris, presenting 10 exceptional timepieces and marking a century of the Duoplan, celebrating 100 years of miniature mastery. It is yet another reason to stay engaged with our program, which continues to honor our heritage and reveal new treasures.

Gifting a Reverso

RJB: I heard that the Reverso was a popular graduation gift in France (in the 1990s?). Do you still see the Reverso as the perfect gift for graduation and celebration? Do you know how many case backs are engraved, for example?

JL: It is true. In France, particularly during the 1990s, the Reverso became a popular choice as a graduation gift. And I believe that sentiment still holds today. The Reverso is more than a timepiece; it is a symbol of achievement and a new chapter beginning. That is what makes it such a meaningful gift for life’s milestones, such as graduation, anniversaries, or personal successes.

What sets the Reverso apart is its unique capacity for personalization. Its swivelling case back has long been a space for engraving: initials, dates, messages, or even miniature works of art. I can say with confidence that personalization is a growing aspect of our clients’ relationship with the Reverso. Increasingly, people are seeking watches that tell their stories. Through bespoke requests and the ability to create one-of-a-kind pieces, the Reverso continues to evolve as a deeply personal icon. As mentioned, it has hosted more than 50 calibers throughout its history, yet its identity remains intact — always a blend of creativity, heritage, and emotional resonance.

So, yes, I absolutely see the Reverso as the perfect gift to mark a meaningful moment because it is not only a watch but also a legacy in motion.

Reverso Tribute Geographic on Lambert’s wrist

RJB: Which Reverso is your all-time favorite?

JL: That is a very difficult question. The Reverso collection is so rich in character and history that each piece offers something unique. But if I had to choose the one I find myself wearing most often, it would be the Reverso Tribute Geographic in steel. It is a deeply personal choice. This watch represents a perfect balance between technical ingenuity and refined aesthetics. At its heart is our new in-house caliber 834, developed entirely by our teams at the manufacture. It is a fully integrated rectangular movement, not a modular construction, and it delivers a 42-hour power reserve while housing two sophisticated complications, the Grande Date and a World Time function, both executed with precision and originality.

What I particularly admire is the patented date mechanism and intricacy of the world-map disc, laser-cut with 141 tiny hollows, each hand-filled with lacquer. It is a watch that speaks not only to technical excellence but also to the artistic savoir-faire that defines Jaeger-LeCoultre.

Another piece I hold in high regard is the Reverso Tribute Monoface Small Seconds “Or Deco.” With this piece, we wanted to elevate the inherent elegance of Reverso by introducing an element that reflects both heritage and contemporary refinement. The Milanese bracelet is not just about aesthetics. It is also a tribute to comfort, with its fluid, almost second-skin fit. And interestingly, both the Reverso and Milanese mesh share a parallel narrative — periods of quiet elegance.

Ultimately, these two models embody what I believe to be the essence of Jaeger-LeCoultre — the fusion of form and function, tradition and innovation.

RJB: Thank you for answering these questions!

Let us know what you think of the Jaeger-LeCoultre Reverso or share any Reverso stories you have with us in the comments below!