Friday, March 10, 2006

Jaeger LeCoultre and the Square Reverso "The Squadra"

Literally meaning "it squares", it seems the rumours were true. In the quest for "ever bigger" and running out of room across most people's wrists, JLC, the watchmakers' watchmaker, used the only place left to go: sideways. Bye bye Golden Ratio and hello Squareverso.

Jaw has finally posted a series of teasing pics of the range here.

3 comments:

Anonymous said...

This is LOVE & HATE!
On one side, it looks like a very nice design and giving some refreshing feel to the undoubtly classic. Reverso never comes in square shape to my knowledge, and that SIZE!

However, on the other side, I smell absolutely marketing and commercial reason catching for the last train. I am bit uncomfortable since the big group takeover. Same destiny to Zentih.

G. I. said...

I've been ignoring Reversos since the Septantieme, first dial with computer set Times Roman font for subdial numerals. Then the XGT bricks...

Anonymous said...

I think this design is actuall6y quite nice for a sqaure watch -this is likely due to its vintage hertage in design - the other new designs from Jaeger have been poor but the discontinuation of the classics is perhaps most distressing. Lastly - the cases of teh enw watches do not meet the same engineering standards and merely click together instead of the satisfying lock that used to accompany the turning of the case. I have 5 Reversos (one was stolen from me) and don't plan on adding any additional from the after-2002 models. Although the Squadra is interesting please bring back the old Jaeger - enough with the co-branding and fashion peices - the company is about to shake out serious devotees.