Jaeger-LeCoultre Reverso 'Turn Your Back On Time'

"Turn your back on time."

No — this is not a directive to forgo watch collecting for more profitable ventures. Rather, it's a clever play on the design of Jaeger-LeCoultre's famed Reverso watch as advertised in 2001, back when the model was celebrating its 70th anniversary.

Released in 1931, the Reverso was a solution to a unique problem found during the height of the British Raj: English soldiers playing polo in India found that they consistently broke the crystals on their watches. Swiss businessman César de Tray envisaged a solution, which he brought to Jacques-David LeCoultre. LeCoultre then turned to French designer Réne-Alfred Chauvot to design a reversible-case watch that would flip over, exposing a caseback and protecting the crystal.

In 1931, Chauvot patented this system, which was dubbed “Reverso.” César de Trey then purchased the patent from Chauvot, establishing Spécialités Horlogères S.A. with LeCoultre in the process in order to distribute designs produced by LeCoultre and Jaeger S.A, a Parisian firm founded by Edmund Jaeger. By 1937, LeCoultre and Jaeger S.A. merged, and Jaeger-LeCoultre was born.

Still an important part of the JLC collection today, the Reverso is horological icon and remains a dress watch staple. This clever advertisement invites the user to engrave his or her initials on its caseback and thus "turn your back on time as elegantly as you face it." Truly, Don Draper couldn't have written it better himself!

This ad is custom framed in a 13 1/8” x 15 1/2” made of solid wood with walnut painted finish. It features a custom-measured, hand-cut 4-ply border in a shade of white, complimenting all the ad tones. Every material used is acid-free and the glass is anti-reflective and offers UV-protection to keep this precious ad preserved no matter where you decide to hang it up. Speaking of which, hanging your newly purchased ad is a seamless task, as this particular frame comes with an additional hanging wire and felt pads for wall protection.

If the story of the Reverso speaks to you — as it does to so many dedicated watch collectors and enthusiasts — then this elegant advertisement from 2001 deserves pride of place in your home or office.

About our collaboration with Ad Patina

We're thrilled to be collaborating once again with our longtime friend Nick at Ad Patina to bring you a selection of the most-popular and hard to find original vintage magazine advertisements curated specifically for Analog:Shift!

Scouring the world for forgotten marketing treasures, Ad Patina's raison de être very much mimics our own - to hunt down these wonderful bits of history, preserve and restore them as needed, and share them with an enthusiastic community.

These documents of horological and advertising history have entered the collecting conversation as the ultimate accompanying accessory to go along with hobbies and passions. They have found themselves framed in homes and offices around the world.

Every one of these wonderful pieces is a genuine, vintage advertisement that has been professionally framed to ensure years of enjoyment to come - no reprints or reproductions here!

Much like a traditional piece of art - a painting or photograph - an original advertisement can be appreciated for its design as well as for its power to evoke nostalgia. Something vintage enthusiasts know all about!

Our Pledge

Analog:Shift stands behind the authenticity of our products in perpetuity.

Condition

Since our pieces are vintage or pre-owned, please expect wear & patina from usage and age. Please read each item description and examine all product images.

Warranty

We back each Analog:Shift vintage timepiece with a one-year mechanical warranty from the date of purchase.

International Buyers

Please contact us prior to purchase for additional details on shipping and payment options.

All of our watches include complementary insured shipping within the 50 states.

Most of our products are on hand and will ship directly from our headquarters in New York City. In some cases, watches will be shipped directly from one of our authorized partners.

We generally ship our products via FedEx, fully insured, within 5 business days of purchase. An adult signature is required for receipt of all packages for insurance purposes. Expedited shipping is available at an additional cost. We are also happy to hand deliver your purchase in Manhattan or you may pick it up at our showroom.

Returns must be sent overnight or by priority international delivery, fully insured and paid for by the customer. A restocking fee may apply. Watches must be returned in the same condition as initially shipped.

We welcome international buyers, please contact us prior to purchase for additional details on shipping and payment options.