The new alphabet created by Alex Troschut for Jaeger-LeCoultre will be on display at "Reverso Stories," an exhibition in New York that infuses the stories and spirit of Art Deco (October 26–November 14, 2022). Becoming one of Jaeger-LeCoultre's new signatures, the lettering will be offered as a new style of engraving that can be added to the case back to personalize your Reverso, and will be used in other initiatives in the future.
Collaborating with artists, designers and artisans from disciplines outside of watchmaking, Jaeger-LeCoultre explores and expands the dialogue between watchmaking and art through its "Made of Makers" series. Respecting the fundamental principles that define the Manufacture, Jaeger-LeCoultre partners with leading creatives who share its core values: creativity, expertise, and precision. These collaborations focus on world-class experts whose work explores new forms of expression through different, often unexpected, materials and mediums.
Originally from Barcelona, but based in New York for the past decade, Alex Troschutt has become known for his experimental approach to typography. Like the artisans who assemble watch movements and decorate dials and cases, Alex combines inner complexity with outward simplicity to create works that evoke emotion. Harnessing the visual possibilities of language, he pushes letters and words to new limits, making seeing tantamount to reading, where text and image become one integrated expression.
For Jaeger-LeCoultre, Alex created a new, bold, and contemporary typeface to meaningfully express the brand's values. As a stylistic starting point, he turned to Art Deco, a style not only prominent in his adopted home of New York, but also of great importance to Jaeger-LeCoultre as the origin of the Reverso watch. More than just a style, Art Deco expressed a unique modern spirit that swept the world in the 1920s and 1930s. Its progressive, optimistic and forward-thinking style, its admiration for technology and tremendous creative energy are values that remain instilled in the Manufacture today.
"It is an honor to work with Alex Troschut. His creative work is avant-garde, similar to ours. He is grounded in tradition, drawing on legacy to express the present and future in new and creative ways," said Catherine Rénier, CEO of Jaeger-LeCoultre.
The new Signature Lettering that Alex has created for Jaeger-LeCoultre adds a strong contemporary touch to the Maison's visual identity. A sharp, contemporary interpretation of Art Deco, each letter has a bold, sculptural quality and strong visual depth, simultaneously conveying dynamism and movement. They are equally expressive as two-dimensional forms and three-dimensional objects.
"When I began creating the design, the concept came to me of combining Art Deco with the art of Jaeger-LeCoultre watchmaking. The letters evoke a kind of mechanism, with different modular parts that come together to form a single whole. I wanted the letters to be tangible, and for their intricate parts to appear functionally and decoratively alike, like a working machine," says Alex.
Alex sees a natural affinity between his work and that of Jaeger-LeCoultre's watchmakers and skilled artisans. "I believe that craftsmanship and technical skill are at the heart of both typography and watchmaking," says Alex. "A letter is a combination of emotional and rational intent, with a strong internal logic that, like a puzzle, ties all of these intents together into a single alphabet or lettering form. I think watchmaking has another level of complexity, but what both disciplines embody is an attention to small details that must work harmoniously within a system."
With an instant visual and emotional appeal, Alex's work redefines traditional notions of what typography is. Alex has stated, "Letter design is non-verbal communication in a written medium." He attributes his special relationship to typography to his grandfather, Joan Trosciutto, who is credited with making a major contribution to the history of typography with his invention of a revolutionary modular typography and decorative system in the 1940s.
This new alphabet will be on display at "Reverso Stories," an exhibition in New York (October 26 – November 14, 2022), infused with the stories and spirit of Art Deco. Becoming one of Jaeger-LeCoultre's new signatures, the lettering will be offered as a new style of engraving that can be added to the case back to personalize your Reverso, and will be used in other initiatives in the future.
About Alex Troschut
Spanish typographer, illustrator and artist Alex Troschut has gained international recognition for his experimental approach to typography. Drawing inspiration from past and present pop culture, street culture, fashion, and music, Alex focuses on the possibilities of language as a visual medium, pushing words to their limits so that text and image become one integrated expression. His 2011 monograph, "More Is More," explores his own working methods and influences. Born in Barcelona, Alex studied graphic design at Elisava (Barcelona School of Design & Engineering) and worked in Berlin for two years before returning to Barcelona. He began working independently in 2007, and his clients include large consumer brands as well as the Rolling Stones and Katy Perry. Alex has been based in New York since 2012.
Collaborating with artists, designers and artisans from disciplines outside of watchmaking, Jaeger-LeCoultre explores and expands the dialogue between watchmaking and art through its "Made of Makers" series. Respecting the fundamental principles that define the Manufacture, Jaeger-LeCoultre partners with leading creatives who share its core values: creativity, expertise, and precision. These collaborations focus on world-class experts whose work explores new forms of expression through different, often unexpected, materials and mediums.
Originally from Barcelona, but based in New York for the past decade, Alex Troschutt has become known for his experimental approach to typography. Like the artisans who assemble watch movements and decorate dials and cases, Alex combines inner complexity with outward simplicity to create works that evoke emotion. Harnessing the visual possibilities of language, he pushes letters and words to new limits, making seeing tantamount to reading, where text and image become one integrated expression.
For Jaeger-LeCoultre, Alex created a new, bold, and contemporary typeface to meaningfully express the brand's values. As a stylistic starting point, he turned to Art Deco, a style not only prominent in his adopted home of New York, but also of great importance to Jaeger-LeCoultre as the origin of the Reverso watch. More than just a style, Art Deco expressed a unique modern spirit that swept the world in the 1920s and 1930s. Its progressive, optimistic and forward-thinking style, its admiration for technology and tremendous creative energy are values that remain instilled in the Manufacture today.
"It is an honor to work with Alex Troschut. His creative work is avant-garde, similar to ours. He is grounded in tradition, drawing on legacy to express the present and future in new and creative ways," said Catherine Rénier, CEO of Jaeger-LeCoultre.
The new Signature Lettering that Alex has created for Jaeger-LeCoultre adds a strong contemporary touch to the Maison's visual identity. A sharp, contemporary interpretation of Art Deco, each letter has a bold, sculptural quality and strong visual depth, simultaneously conveying dynamism and movement. They are equally expressive as two-dimensional forms and three-dimensional objects.
"When I began creating the design, the concept came to me of combining Art Deco with the art of Jaeger-LeCoultre watchmaking. The letters evoke a kind of mechanism, with different modular parts that come together to form a single whole. I wanted the letters to be tangible, and for their intricate parts to appear functionally and decoratively alike, like a working machine," says Alex.
Alex sees a natural affinity between his work and that of Jaeger-LeCoultre's watchmakers and skilled artisans. "I believe that craftsmanship and technical skill are at the heart of both typography and watchmaking," says Alex. "A letter is a combination of emotional and rational intent, with a strong internal logic that, like a puzzle, ties all of these intents together into a single alphabet or lettering form. I think watchmaking has another level of complexity, but what both disciplines embody is an attention to small details that must work harmoniously within a system."
With an instant visual and emotional appeal, Alex's work redefines traditional notions of what typography is. Alex has stated, "Letter design is non-verbal communication in a written medium." He attributes his special relationship to typography to his grandfather, Joan Trosciutto, who is credited with making a major contribution to the history of typography with his invention of a revolutionary modular typography and decorative system in the 1940s.
This new alphabet will be on display at "Reverso Stories," an exhibition in New York (October 26 – November 14, 2022), infused with the stories and spirit of Art Deco. Becoming one of Jaeger-LeCoultre's new signatures, the lettering will be offered as a new style of engraving that can be added to the case back to personalize your Reverso, and will be used in other initiatives in the future.
About Alex Troschut
Spanish typographer, illustrator and artist Alex Troschut has gained international recognition for his experimental approach to typography. Drawing inspiration from past and present pop culture, street culture, fashion, and music, Alex focuses on the possibilities of language as a visual medium, pushing words to their limits so that text and image become one integrated expression. His 2011 monograph, "More Is More," explores his own working methods and influences. Born in Barcelona, Alex studied graphic design at Elisava (Barcelona School of Design & Engineering) and worked in Berlin for two years before returning to Barcelona. He began working independently in 2007, and his clients include large consumer brands as well as the Rolling Stones and Katy Perry. Alex has been based in New York since 2012.
