ow was the Reverso born? To grasp it origins, we must go back to the British colonial period in India, when officers indulged in their favorite sport: Polo. They were the one's who sparked the idea. One day, one of the players went to the Officers Club bar where he met Cesar de Trey, a business man with close links to the Manufacture. He handed him his watch broken by a hard knock sustained during a match and asked him if he could do something to protect the glass in wrist watches. It is important to add that watch glasses were still very fragile at that time. This little anecdote was to give birth to the great legend..................."The Jaeger Le Coultre Reverso"

n his return to Europe, De Tray conveyed the suggestion to Jacques-David LeCoultre. Even before he knew how to solve the problem, this entrepreneur with a penchant for big challenges answered, and stated "Yes, it can be done!" He wanted to make more then just a watch with a cover. Another source of inspiration had to be sought out: Paris, the city of wild idea's where Art Deco was in full swing, with all it's bubbling creativity.

t a time when everyday objects where taking on a resolutely streamlined appearance. Parisian engineer Rene-Alfred Chauvot was commissioned by LeCoultre and Jaeger to develop a watch in which the case would swivel 180 degrees, in order to turn its back on time and protect its dial. Its name asserted itself with a force of self-evidence: "Reverso", from the Latin word meaning "I turn around".

t the end of the 1990s, the Jaeger-LeCoultre Reverso Gran'Sport with its highly ergonomic sturdy case reinvented sport and diverted it in a refined manner. Reverso counts time, narrates time, and shows how relative time is.  Jaeger-LeCoultre Reverso history is a never-ending story.  In our contemporary world, where we are all running after time, all one need do is swivel the case to treat oneself to a Parenthesis outside of time.  A small, simple gesture that means "I take my time".