The following article was produced in partnership with Jaeger-LeCoultre.
Excellence speaks for itself – and nowhere is that adage more true than when it comes to art. Truly great art doesn’t need to self-aggrandise, whether that’s music, acting, or watchmaking.
That’s something Jaeger-LeCoultre understands more than any other watchmaker on the planet. Founded in 1833 in the Vallée de Joux, the cradle of Swiss luxury watchmaking, Jaeger-LeCoultre has long been regarded as one of the finest and most innovative watchmakers on the planet.
Yet for those in the know, Jaeger-LeCoultre is a somewhat obscure name. They fly under the radar a bit, despite the fact that many of the most complex, refined and iconic watches ever made are Jaeger-LeCoultres.
It’s precisely that understated yet confident approach to high watchmaking – as well as the fact that they’ve supplied movements and components to many of the world’s most prestigious watchmakers – that has inspired Jaeger-LeCoultre’s moniker, “the watchmaker of watchmakers”. No other brand is arguably held in such high regard by watch aficionados and indeed other watchmakers.
It’s that very appellation that has inspired Jaeger-LeCoultre’s latest campaign, also titled ‘The Watchmaker of Watchmakers’, which is centred around a short film starring Jaeger-LeCoultre’s new Global Ambassadors Lenny Kravitz and Anya Taylor-Joy.
“It reflects on the true source of success – a homage to the work that is done when nobody is watching; the years of practice it takes to perfect a gesture, a movement, a song, a word spoken to camera,” Jaeger-LeCoultre relates.
WATCH Jaeger-LeCoultre’s ‘The Watchmaker of Watchmakers’ starring Lenny Kravitz and Anya Taylor-Joy below.
Lenny Kravitz is a star that barely needs an introduction. One of the preeminent rock musicians of our time, an accomplished actor, successful designer (and a bit of a sex symbol), Lenny’s suave, relaxed yet dept demeanour and musical stylings are the perfect accompaniment to fine watchmaking.
Just as music is an exercise in both taming and appreciating the unpredictable, fine watchmaking like the kind Jaeger-LeCoultre is famous for is the perfect meld of unrelenting precision and creative passion.
It’s that creative passion that underpins Lenny’s craft. “In my creative process I want to be as far away from making conscious decisions as I can,” he explains.
“I want it to flow, so most of the time I’m dreaming my music, my creations. They come, I pick them up and then I work on them, but they’re pretty pure. This wouldn’t be possible without the years of learning and practice before I ever became professional – and the learning that I still do, every day.”
Lenny Kravitz
Anya Taylor-Joy, too, barely needs an introduction. One of the most talented actresses of her generation, with a Golden Globe, Emmy and BAFTA all in her trophy cabinet, the star of The Queen’s Gambit’s intense, haunting and unforgettable performances are the result of uncompromising craftsmanship and dedication.
Reflecting on the message behind ‘The Watchmaker of Watchmakers’, Anya says “It’s about focus. When you know what you want to do in life, when you have a passion, you don’t give in to distractions.”
“The way I feel about my art – literally, I breathe it. It is this focus that has enabled me to keep learning joyfully.”
Anya Taylor-Joy
You may have heard the French term ‘savoir-faire’ used in watchmaking before. In common parlance, it refers to the ability to act or speak appropriately in social situations. In watchmaking, it refers to a watchmaker’s know-how; their ability and modus operandi in crafting fine timepieces.
But Jaeger-LeCoultre embodies both meanings of savoir-faire. Jaeger-LeCoultre makes some of the most exceptional, complicated and refined timepieces on the planet, but they’re understated when they talk about them. Their watches speak for themselves, and that’s part of the charm.
Similarly, Anya Taylor-Joy and Lenny Kravitz also have that savoir-faire. Both are undoubtedly highly respected in their respective fields; they’re both icons – but they’re not the sorts of stars you’ll find splattered across tabloid pages or seeking fame for fame’s sake. They’re true artists; confident in their own diligent approaches to their craft… And they’ve got great taste.
That’s why they’re the perfect ambassadors for the watchmaker of watchmakers. We’re just thrilled to see these three – Anya Taylor-Joy, Lenny Kravitz and Jaeger-LeCoultre – create art together. Here’s to more of that, we say.
Find out more about Jaeger-LeCoultre’s latest campaign, the watches Lenny and Anya wear in it, and the rest of Jaeger-LeCoultre’s collection, at Jaeger-LeCoultre’s online boutique here.
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