Starting November 10, 2022, Jaeger-LeCoultre will open "Reverso 1931 Café," an elegant and exciting new space themed around the Reverso, an iconic Art Deco watch, at the Hills Café/Space in Roppongi Hills. The café will immerse guests in the Art Deco style and ambiance of the era in which the Reverso was born. At Reverso 1931 Café, guests can enjoy a special collection of pastries created by Nina Métaillet, a Paris-based chef and two-time Pastry Chef of the Year. The design reflects Art Deco aesthetics, and the flavors are inspired by Jaeger-LeCoultre's home region, the Vallée de Joux, Switzerland, taking guests on a journey of the senses.


The exhibition will also feature "1931 ALPHABET," a new typography created for Jaeger-LeCoultre by Brooklyn-based lettering artist Alex Troschut. Known for harnessing the visual potential of language to redefine traditional ideas of what typography can be, Alex turned to Art Deco as the starting point for a new alphabet. With a bold, contemporary style and a robust, sculptural quality, the new signature lettering adds a modern element to Jaeger-LeCoultre's visual identity.



Launched in 2022, the "Made Of Makers" program collaborates with artists and outstanding artisans from a wide range of fields beyond watchmaking, fostering new exchanges as a community of artists who share the same values and creative vision. Like Nina Metayer, Alex Troschutt is also a collaborator of the "Made Of Makers" program.








About the Reverso
In 1931, Jaeger-LeCoultre introduced the Reverso, a timepiece that would become a classic of 20th-century design. Built to withstand the rigors of polo, its clean Art Deco lines and unique reversible case make it instantly recognizable. In its 90 years since its creation, the Reverso has constantly evolved without compromising its identity. Available in over 50 different calibers, its blank metal back provides a canvas for creative expression, adorned with enamel, engraving, and gemstones. Celebrating its 90th anniversary last year, the Reverso remains unchanged and represents the modern spirit that inspired its creation.


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, he focuses on the potential of language as a visual medium, where text and image become one integrated expression by pushing words to their limits. 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 returned to Barcelona after two years of working in Berlin. Alex began working independently in 2007, and his clientele has ranged from major consumer brands to the Rolling Stones and Katy Perry. Alex has been based in New York since 2012.


About Nina Métaillet– Pushing the Boundaries of Form and Flavor
Renowned for her originality, artistry, and exceptional taste, French pastry chef Nina Métaillet has taken traditional patisserie techniques and elevated them to a unique art form. For Jaeger-LeCoultre's Café 1931, she has created a special menu of exquisitely delicious and visually stunning pastries. Combining flavors evocative of the Vallée de Joux with the timeless elegance of Art Deco forms, these masterpieces are a delight to behold.


About Made of Makers
Launched in 2022, the Made of Makers program brings together a community of artists, designers and artisans from disciplines beyond watchmaking. Expanding the dialogue between watchmaking and art, the program is based on the core principles that have always defined Jaeger-LeCoultre: creativity, expertise and precision. The program focuses on world-class creators who share Jaeger-LeCoultre's values and whose work explores new forms of expression through different, often unexpected, materials and mediums. Each year, new works created through the program enrich Jaeger-LeCoultre's exhibitions around the world, further developing selected themes and offering audiences new opportunities to deepen their engagement with the Maison and participate in broader conversations about art, craftsmanship and design.

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