May 15, 2025
Photo Report: A Trip to the Birthplace of the Reverso
May 15, 2025 Words by Kat Shoulders

This year’s Watches & Wonders was a big one for the Jaeger-LeCoultre Reverso — and it’s no surprise that the Reverso Tribute Monoface Small Seconds was a favorite of mine from the show. So when the brand invited me to visit their manufacture while I was in Switzerland, I didn’t hesitate and was extremely excited. I had never visited the Vallée de Joux in my travels to Switzerland. Also known as the valley of horological complications, it’s a beautiful, quiet town nestled in the hills that has played a central role in Swiss watchmaking since the 1800s. It’s also where Antoine LeCoultre founded the original workshop in 1833, inside his family’s barn, driven by a passionate quest for invention.

Before stepping inside the Reverso-specific workshop, we were given a thorough history lesson — not just about the brand, but specifically the Reverso. Originally designed in 1931 to withstand the roughness of polo matches, the Reverso kind of turned the tables on traditional watchmaking (literally). The pivoting rectangular case was a stroke of genius and its bold dials defied the round, Roman-numeraled standards of the time. 

We got hands-on with several different Reverso case materials and even tried assembling sample cases ourselves, which gave me a whole new appreciation for just how intricate these pieces really are.

We then visited the building dedicated exclusively to Reverso manufacturing. Every part of the case is assembled from over 50 components, an impressive feat of engineering in its own right. I had the chance to try my hand at polishing part of a case, and let me tell you, it’s much harder than it looks. You have to control the direction and pressure as the wheel spins; it’s incredibly precise work, and the people who do it daily are true craftsmen and women. I left that station with way more respect for the folks behind the scenes.

Another standout moment was watching a master of enamel painting work on a custom case back, a service Jaeger-LeCoultre offers for those wanting something extra special. We also toured the restoration workshop, where older pieces (pre-1970s) are brought back to life, and explored the museum, which holds handwritten notes from the founder and a full timeline of Reverso’s history. It was great to see the full-circle view of the model’s evolution over time.

Before we wrapped, we were able to take in the view of Lake de Joux — once home to some of JLC’s other ventures, like razor blade production. Overall, the visit left me with a much richer understanding of the Reverso, and honestly, a bit of disbelief that this model doesn’t get more attention in the broader conversation. 

If you ever find yourself in Geneva, I highly recommend carving out a day for a visit. It’s not far, and the ride alone is worth it. But for anyone remotely curious about how an icons is made, it’s a trip you won’t forget.

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May 15, 2025
Kat is a watch collector, photographer, and Nashville native. You’ll almost never find Kat without a camera in hand but when she’s not shooting, she’s traveling or watching The Office for the hundredth time. Kat is a lover of all watches, but stainless steel sports watches have stolen her heart.
@katshoulders