Jaeger-LeCoultre: Kim Woo-Bin and Lenny Kravitz fronting the new Reverso campaign

The Reverso’s legacy of innovation and elegance continues, as Jaeger-LeCoultre introduces the Tribute Geographic, while global ambassadors Kim Woo-Bin and Lenny Kravitz bring their own artistry and style to the maison’s latest campaign

On a crisp spring afternoon in Geneva, the story of Jaeger-LeCoultre’s Reverso finds itself at a new crossroads where heritage, technical ingenuity and contemporary culture converge. The unveiling of the Reverso Tribute Geographic, with its double-sided mastery and world-time complication, marks not just a milestone for watchmaking but a moment of cultural resonance, thanks to the maison’s charismatic global ambassadors: South Korean actor Kim Woo-Bin and music legend Lenny Kravitz.

The Reverso’s journey began in 1931, born from the practical need to protect a watch face during polo matches in British India. Its swivelling case, a marvel of Art Deco design, quickly became a canvas for both horological innovation and artistic expression. Over the decades, the Reverso has evolved, housing everything from miniature paintings to high complications, while retaining its unmistakable silhouette and spirit of reinvention.

This year’s Reverso Tribute Geographic is a testament to that legacy. Available in steel and limited-edition pink gold (only 150 pieces will be available in this iteration), it introduces a new in-house movement, Calibre 834, powering both a world time display and a patented Grande Date. The front dial, in sunray blue or chocolate brown, radiates understated elegance, while the reverse reveals a hand-lacquered map surrounded by engraved city names and a rotating 24-hour ring - a poetic nod to the romance of global travel

A watch for the world

It is fitting, then, that Jaeger-LeCoultre’s latest campaign brings together two figures who themselves embody reinvention and artistry: Kim Woo-Bin and Lenny Kravitz.

Kim Woo-Bin, celebrated for his roles in The Heirs and Uncontrollably Fond, has become a symbol of modern sophistication in South Korea and beyond. In the Jaeger-LeCoultre 2025 Campaign "A Timeless Icon" as its global ambassador, Kim is featuring the Reverso Tribute Geographic in Stainless Steel - a piece that, like the actor himself, bridges classic form with contemporary flair. 

Lenny Kravitz, meanwhile, brings a different energy to the Maison. The Grammy-winning musician and style icon is often spotted with Jaeger-LeCoultre timepieces at music shows and red carpet events, favouring the Reverso for its versatility and artistic edge. In this campaign, Kravitz also dons the Reverso Tribute Geographic in stainless steel, which shows the versatility of this timepiece, and much like his music, is a blend of technical mastery and expressive freedom.

And thus, the story of the Reverso endures from the 1930s polo fields to modern day 2025 with these new iterations that reimagine the classic travel complication for a new era and artistic expression. 

The marvel of Calibre 834 is that it comprises an entirely in-house movement with 209 components and offers a 42-hour power reserve. This isn’t merely a new engine; it’s a feat of horological engineering, integrating two complications: a World Time display and a patented Grande Date, as previously mentioned. The World Time, set on the reverse dial, allows wearers to track 24 major time zones at a glance, while the Grande Date (thanks to a patented side-by-side disc system) delivers crisp, perfectly aligned numerals on the front dial.

The artistry goes beyond mechanics. The world map on the reverse is a miniature marvel, crafted from a laser-cut steel disc featuring 141 hollows, each painstakingly filled with lacquer by hand. This creates a subtle, three-dimensional interplay of light and shade, echoing the romance of global travel. 

The Reverso Tribute Geographic offers a choice of Casa Fagliano straps that nod to its sporting roots. The steel version pairs blue sunray and lacquer dials with blue leather and canvas straps, while the pink gold model features chocolate and black tones with golden-tan leather and black alligator.

With its innovative movement, refined craftsmanship, and enduring silhouette, the Reverso Tribute Geographic is not just a watch - it’s the next chapter in an ongoing tale of design and invention.

Also see: Jaeger-LeCoultre: Celebrating the timeless Reverso's 94th anniversary