After one-year hiatus the fifth season of American TV series Mad Men will start on 25th March. Before the premiere we would be able to see numerous promotional activities, from the American cable network AMC, production company Lionsgate Television and various companies or brands. You might remember that in the spring of 2010, Mattel released a series of limited-edition collectible Barbie and Ken dolls based on the characters Don and Betty Draper, Joan Holloway and Roger Sterling.
This year Swiss watch manufacturer Jaeger-LeCoultre joined the bandwagon and announced that they created a special limited engraved design of their iconic Reverso watch in a tribute to Mad Men. It’s going to be a really special watch, with only 25 custom-created, numbered pieces.
Lucky/wealthy owners will get the watch in a unique, custom-designed walnut commemorative box featuring the Sterling Cooper Draper Pryce logo printed on top and hand-inscribed on the back of each watch.
Additionally, each piece includes a personalized commemorative letter from Roger Sterling, pictures of the Grande Reverso Ultra-Thin Tribute to Mad Men, and a copy of Roger Sterling’s book Sterling’s Gold, autographed by series creator and executive producer Matthew Weiner.
Jaeger-LeCoultre is a high-end luxury watch and clock manufacturer based in Le Sentier in Switzerland, established in 1833. The company was officially renamed Jaeger-LeCoultre in 1937 and since 1996 it has been a fully owned subsidiary of the Swiss luxury group Richemont.
In 2009, Jaeger-LeCoultre produced the world’s most complicated wristwatch, the Hybris Mechanica à Grande Sonnerie with 26 complications.
The Reverso watch is really a masterpiece, originating from 1931, when it was developed for polo players. The watch has evolved over the past eighty years with new faces, sizes and complications. According to Jaeger-LeCoultre wearing Reverso is an entrance to an exclusive world – in terms of watch-making history and aesthetic refinement.
“Certain legends draw their strength from their age. Frozen in the past, immobilized forever, they speak only of the past. But sometimes, the magic is so great that a strange phenomenon takes place: the legend lives, breathes, mutates, becomes more beautiful, all the while retaining its aura. The Reverso is so unique that with the passing of time, it has been made in many guises without losing its essence”, said Jérôme Lambert, CEO of Jaeger-LeCoultre.
This is a very interesting move by the Swiss company which can generate a lot of publicity, although it’s not mass market oriented (unlike AMC’s collaboration with Banana Republic). The price for Reverso wasn’t disclosed, but according to Luxury Daily a similar version of the timepiece, the Grande Reverso 969, starts at $7,800.