TIMEKEEPING WITH JOY

5 mins

Jaegar-LeCoulture turns to CONTEXT with Joy.

In 2025, Jaeger-LeCoultre engaged CONTEXT to craft a cinematic and emotionally resonant press release marking a new creative collaboration, connecting the Maison’s storied past with the bold elegance of modern muse, Anya Taylor-Joy.

Luxury with a shift

Known for its swivelling case – a defining innovation since 1931, Reverso is a symbol of duality and design. But Jaeger-LeCoultre wanted more than a heritage celebration. They sought a campaign that expressed the emotion of change. The result was “A New Turn” – a poetic narrative built around transformation, perspective, and possibility.

Same values, different lens

The campaign embraced the metaphor of the Butterfly Effect – the idea that small changes can create sweeping transformations. This mirrored the quiet drama of Reverso’s turning case. With actors Anya Taylor-Joy and Nicholas Hoult at its heart, the film paired natural phenomena with human moments, building a story around motion, elegance, and renewal.

What value did we bring?

From the concept to the storytelling, CONTEXT helped craft a tone that felt modern yet rooted in the brand’s DNA. We leaned into visual and verbal poetry, echoing Jaeger-LeCoultre’s commitment to meticulous detail. The final campaign, “A New Turn”, became more than a product message – it was a fresh perspective on time, craftsmanship, and the quiet power of change.

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