By Jaeger-LeCoultre By Jaeger-LeCoultre | November 1, 2022 | Food & Drink Sponsored Post


From November 2nd through November 22nd, 2022, Jaeger-LeCoultre is delighted to welcome guests to the Reverso 1931 Café located on Madison Avenue. Conceived as an homage to the Reverso, a timepiece created in 1931 and considered an icon of Art Deco design, the Café also pays tribute to the Art Deco style that remains very evident to this day in the visual landscape of New York City.

Visitors to the Reverso 1931 Café will enjoy a special collection of pastries created by the Paris-based chef Nina Métayer. Twice named Pastry Chef of the Year, her artistry, originality and exceptional flavours have succeeded in elevating pastry to an art form. For the Reverso 1931 Café, Nina has designed an array of sweet treats that echo the Art Deco aesthetic of the interior design, with flavours that take guests on a sensory journey to Switzerland’s Vallée de Joux, the home of Jaeger-LeCoultre.


The opening of the Café coincides with the unveiling of a new 1931 Alphabet created for Jaeger-LeCoultre by the Brooklyn-based lettering artist, Alex Trochut. Celebrated for harnessing the visual potential of language to redefine traditional ideas of what typography can be, Alex turned to Art Deco as a stylistic springboard for the new alphabet. With its boldly contemporary style and robustly sculptural quality, the new signature lettering is a strongly modern addition to Jaeger-LeCoultre’s visual identity.


Like Nina Métayer, Alex Trochut is working with Jaeger-LeCoultre under the aegis of its Made of Makers programme – an ongoing series of collaborations with artists, designers and craftsmen from disciplines outside watchmaking, which explores and extends the dialogue that exists between horology and art.

The Reverso 1931 Café will be open from November 2nd to November 22nd, 2022 at: 729 Madison Avenue - Monday to Friday from 9 am to 5 pm, Saturdays from 10 am to 4 pm and Sundays from 11 am to 3 pm.



In 1931, Jaeger-LeCoultre launched a timepiece that was destined to become a classic of 20th-century design: the Reverso. Created to withstand the rigours of polo matches, its sleek, Art Deco lines and distinctive reversible case make it one of the most immediately recognisable watches of all time. Through nine decades the Reverso has continually reinvented itself without ever compromising its identity: it has housed more than 50 different calibres, while its blank metal flip side has become a canvas for creative expression, decorated with enamel, engravings or gemstones. Today, 91 years after the Reverso was born, it continues to epitomise the spirit of modernity that inspired its creation.

About Alex Trochut

Spanish typographer, illustrator and artist Alex Trochut has become internationally celebrated 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, pushing words to their limits so that text and image become one unified expression. Published in 2011, his monograph, More Is More, explores his working methodologies 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. Working independently since 2007, his clients have ranged from major consumer brands to The Rolling Stones and Katy Perry. Alex has lived and worked in New York since 2012.



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