CONTEXT

In 2023, Jaeger-LeCoultre celebrates the unique formula that governs the timeless design of the Reverso. Known today as the Golden Ratio, it is a common denominator for beauty and harmony shared by the natural world and man-made masterpieces. In watchmaking, Jaeger-LeCoultre’s Reverso expresses this principle with utmost eloquence. Created in 1931 at the height of the Art Deco artistic movement, which emphasised geometric patterns, rectilinear shapes and clean lines, the original design of Reverso was governed by the Golden Ratio. 

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MISSION

Write the voice-over for The Golden Ratio activation with a tone of voice that reflects the brand's universe, elevates the storytelling, and sets it firmly in the history of the finest watches. This activation was later adapted as a musical show around the world.