PuristSPro.com: Jaeger-LeCoultre Grande Reverso 976 Ceniceros Edition PART1
Oct 26, 2011,00:52 AM
Jaeger-LeCoultre Grande Reverso 976
by Edmund Woo photos: Dr. Ming
Duality of Art and
the JLC Reverso:
These two concepts started as an idea that turned into a unique match
to celebrate the 80th anniversary of the iconic Jaeger LeCoultre Reverso
and the grand opening of the Jaeger LeCoultre Boutique in Mexico
Under the direction of Mr. Jerome Lambert, CEO of Jaeger LeCoultre, a
limited edition Reverso was created to commemorate these two
But what elements go into the mind of the designers and what
considerations are made by the watchmakers? It's always
learn more about the details and thoughts of creating a limited edition
that are not revealed in press releases.
this Limited Edition is slated to
officially launch on November 17th during the grand opening gala of the
Jaeger Le-Coultre Mexico City Boutique,
Team PuristSPro was invited to a special preview of the JLC Grande
Reverso 976 Ceniceros Edition. The two pieces on display were
pre-production prototypes but still gave us a good indication of the
The familiar atmosphere
of the JLC Beverly Hills boutique provided a relaxed setting for our
interview with the artist's son, Guillermo Ceniceros Jr. and hosted
by Jim Koonts and Milan Asanovic to
discuss this exciting new project:
Guillermo Ceniceros Jr., Right: Jim Koonts)
PPro: www.PuristSPro.com GC: Guillermo
Ceniceros Jr. JK: Jim
Koonts - Manager, Jaeger LeCoultre Beverly Hills
Boutique MA: Milan Asanovic -
It's a pleasure to have the PuristS here and we're very excited about
the prototype exclusively to the PuristSPro forum! The Reverso
just came in and I've had a
chance to examine it, I think you will really appreciate what went into
this amazing piece.
Thank you Jim! We’re excited to hear about these prototype
pieces that you are unveiling to the local L.A. PuristS
Guillermo, can you tell me about the inspiration for the project?
Well there are two ideas here. One is that the idea of the
project came about from the leadership of Jerome Lambert and
envisioned something creative and unique for the 80th anniversary of the
Reverso and opening of the Jaeger-LeCoultre Boutique in
that I’m from Mexico, I spoke to him and about my father, Maestro
Guillermo Ceniceros Sr, and the work that he does. So Jerome
was interested in my father’s work and we send Mr. Lambert some pictures
of his work. Jerome said he was going to be in Mexico City
and that he
wanted to meet and see my father’s studio. Thus he
a group and got acquainted with my father. While
there, he was
instantly attracted to this one piece and in his mind saw the
possibilities of something special. Right then and there he
this was a piece that we can integrated on the back of a
that’s how it all started, Mr. Lambert saw it for the beautiful
PPro: So JLC wanted to incorporate your
father’s art for this, why did your father want to collaborate with JLC?
The inspiration is the design of the Reverso
itself. He felt it for
his vision and this was the most beautiful and perfect ‘canvas’ for his
vision. The fact that you can reverse it on the other side to
art is special.
There are quite a few limited edition watches out on the market, what
makes this one so special or unique, appealing to a PuristS?
Yes, this a great question. There are a number of things that
unique with the JLC Ceniceros Edition Reverso. Firstly it is a
collaboration with a well respected artist. Secondly, it’s
just not any
piece of art, the artwork that was selected for this piece matches the
concept of the Reverso. The concept of the watch is ‘Duality’.
The concept of the art, which prevails in the work of Guillermo
Ceniceros Sr., is also of ‘Duality’. With the Reverso, you
have the duality of
time...precision on one side and stoppage on the other. With
my father’s work, it's the duality
of human forms. My father works a lot with geometry,
human geometrics. The human body is very geometric but the
is also human. It has two sides, one side is
almost a mathematical side and the other is who we are, it’s almost
My father always represents this in his art, which is not anecdotal but
more conceptual art so the concept here for my father is the DUALITY of
humanity represented by the two faces, so the concept of both duality
is a wonderful match and makes it so unique. I feel the piece
elevated to an atemporal level, it works in harmony as a whole instead of
PPro: Can you tell me about the inspiration
for these particular pieces?
GC: The presence of Duality
in the artwork is in finding the composition, positive and negative
space, light and dark, noise and sound, etc… and for something to be
told in an art concept you these elements present. In this,
what is the
magic? The magic is in the human form, the shapes that are
both pieces you have two faces, in one you have mystery because there
are little characters lifting the face from one over another
represents the duality. The inspiration draws from
his background as a
muralist, painter, sculpture. In this case, there’s not a
personal canvas than what’s found in a watch. So, how his work
in the most personal ‘canvas’ for someone to wear and then have that be
married into one concept, which fuse the relationship between the wearer
of the watch and the art.
PPro: What type of techniques were
used for the enamel and engraving?
GC: One is a enamel the other is a deep
free form engraving by the artisans of Grand
Maison. There’s a lot of depth and volume to the hand
were really pleasantly surprised at the about of detail that was
revealed by the pieces. The other is a fired and polished
the interplay of negative space between the faces and the stainless
steel case was perfect. When we take a look at the piece, it
beautiful depth to it, it looks 3 dimensional and comes to life in a
very powerful way. JLC does all the finishing and
i t was conceived
the with the enamel and engraving process, the manufacture
extremely respectful of the artist and in producing something that
really do justice to the original artwork. They accomplished
traditional methods and were able to come out with what we have
If you examine the pieces, the colors of the enamel is based on the original lithograph
MA: As with this project
storyline the design evolution was all about the organic melding of the
best elements from the Manufacture..... the 'canvas' of iconic Reverso
engraving expertise & capabilities by the Maison, with that of
Ceniceros which is his iconic designs of women & duality of
The same was done by designing the appropriate dial to unify these
elements by purposely selecting a non-matching vintage tinted luminova
dial combined with iconic sword hands which is a retro design element
the times past and very dear to both storied history of Reverso as well
artist himself. Little understated details throughout the
design were what mattered most, following the that true idiom of
PPro: How many hours of work were put
into the Ceniceros Edition Reverso by the engravers?
From what I understand, each piece takes about a week to
precise and detailed work that is very labor
(pictured on the Left is Maestro Guillermo Ceniceros at a JLC event in Mexico City)
PPro: Please tell us about the man
behind the art, your father Mr. Guillermo Ceniceros Sr.
My father has always been an artist! This is what he always
do and passionate about since he was a young boy. He began
an early age and then went to school in Mexico to do just
that. He has
remained faithful in that line of work his entire life, he’s
PPro: Does your father have a
background with watches? Does he collect? Which
brands does he respect the most?
My father loves watches and always been around watches. Many
his artwork are also enjoyed watches. Sometimes they would
watches for paintings so he always had watches around. He has a
of brands and as a matter of fact, one of the pieces he prides himself
with is a Jaeger Le-Coultre! It’s a Master Ultra-Thin vintage
he loves it! It’s simple yet elegant, he feels that
there’s a beauty
in it’s simplicity and he respects that the MUT accomplishes this in an
PPro: Let’s go over the watch
aspect. How did you decide on the functions for this
GC: We wanted for the art to convey
you can say for eternity. So we wanted the watch to feel that
well. We worked with the project leaders and accomplished this
with the final design. A highlight on the two pieces
that JLC fans
will appreciate is the luminous aspect of the numerals on the dial,
which is in a vintage color. The hands that were selected are
sword hands also in a vintage color. The piece works as a
didn’t want this to look like a contemporary piece because the art is
really temporal and transcends time. As it celebrates the 80
the Reverso with the opening of the Jaeger-LeCoultre Mexico botuique, it
respects and honors both.
PPro: The JLC Ceniceros Edition Reverso
is offered in Stainless Steel and in Rose Gold. Are there any
particular reasons for this?
the JLC Ceniceros Edition will be crafted in stainless steel and rose
gold. There will be 50 pieces created for the
Boutiques in stainless
steel, and 10 pieces available for the rose gold. These
chosen since they integrated well with the overall concept. As
see with the prototype pieces, the rose gold is a excellent material for
engraving, it allows for a rich depth to really bring out the art, and
the stainless steel is also a wonderful contrasting color to the
striking work of the enamel.
MA:The Grande Reverso
976 Guillermo Ceniceros Special Edition is created for the
City Boutique, and will be the first Mexico City boutique edition of
it's kind. Since this special edition holds a place in the hearts of our
friends in the United States we have arranged a very exclusive
preview opportunity for the PuristS. To help us honor Guillermo and his
Maestro, we have arranged that orders available and delivered for us
thru the Beverly Hills Boutique.
PPro: Any final words or thoughts that you
can share with us?
MA:This unique Grand
Reverso Special Edition also includes the art
that inspired its creation. With each watch the
Guillermo Ceniceros “Setenta Anos” book, which chronicles the work of
this living legend, a Special Edition brochure about this
wonderful project, and
lastly a signed and numbered lithograph displaying the concept art that
was used for the engraving of each piece.
Certainly! We feel that this is a unique
opportunity to celebrate
the global anniversary of Reverso, celebrate Mexico, and to
the arts. And I think the watch enthusiast, not just in Mexico
around the world, are going to be excited to see art forum in
concepetual potential in it’s holistic way. The art
concept of the watch and becomes into a whole and unique
PPro: Thank you
gentleman for the prototype preview and much success to the new boutique
in Mexico City!
(pictured: Guillermo Ceniceros Jr. detailing the
features of the Ceniceros Reverso to the guests)
Press photos of Maestro Ceniceros in
This message has been edited by ED209 on 2011-10-26 00:53:58 This message has been edited by ED209 on 2011-10-26 01:06:34 This message has been edited by amanico on 2011-10-26 01:17:28 This message has been edited by ED209 on 2011-10-26 02:20:57 This message has been edited by ED209 on 2011-10-26 10:49:19 This message has been edited by DRMW on 2011-10-30 11:51:40 This message has been edited by amanico on 2011-11-01 04:23:26
Jaeger-LeCoultre Grande Reverso 976 Ceniceros Edition by Edmund Woo photos: Dr. Ming Woo The Duality of Art and the JLC Reverso : These two concepts started as an idea that turned into a unique match to celebrate the 80th anniversary of the iconic Jaeger ...
Jaeger-LeCoultre Reverso 976 Ceniceros Edition in Stainless Steel: (note: Video is optimized for 3D, however 2D can be toggled on for non 3D displays) This message has been edited by ED209 on 2011-10-28 14:46:36...
I find myself gravitating towards this piece very much, especially the SS version! So, let me clarify this, but this is available ONLY in the boutiques in Mexico and the US, and not in the asian boutiques? Cheers! Stephen
Hi BluNotte, Both pieces are really nice and to me it looks totally different in each metal. These are available via the JLC Boutiques only, however in the United States the JLC Beverly Hills Boutique is the only place to purchase one. Thanks for reading ...
Jaeger-LeCoultre Grande Reverso 976 Ceniceros Edition (from L to R) Maestro Guillermo Ceniceros, Mr. Alberto Ciurana, JLC CEO Mr Jerome Lambert, Ms Esther G. Ceniceros, Mr. Alfredo Nolasco. Watches have the ability to connect with their wearer's, their ow...
Hi Mike, Retail prices for the JLC Grande Reverso 976 Ceniceros Special Edition: Stainless steel: $8,950.00 USD Rose Gold: $18,750.00 USD Best to call the JLC Beverly Hills Boutique and get your name on the list. Good luck and hope to see one on your wris...
Jaeger-LeCoultre GRANDE REVERSO 976 Guillermo Ceniceros Special Edition "The Jaeger-LeCoultre Reverso is recognized by watchmaking connoisseurs as an Art Deco icon that stands out from other horological creations with a case that slides at the base and ro...
Ed and Ming, thank you both for the post and pictures... My hearfelt congratulations to the Ceniceros family and also hats off to those that brought this project into fruition. Can't say it any better than Nicolas and Asi who already did, but this collabo...
Have not seen them in the flesh, but if these pictures are true to my eyes, then I must say the rose gold version caught my eye initially because of how warm the dial looked as encased by the rose gold case. The etchings on its caseback exudes a sense of ...
It was fascinating to hear the story straight from Guillermo Cenecieros Jr. on how this came to be and for sharing the details of his father's work. Congrats to Maestro Ceniceros and the JLC boutique in Mexico City! -MW
I love love love the theme of Duality and I like how JLC's Reverso and Maestro Guillermo Ceniceros Sr's effective use of that theme in his work! Congratulations to the Ceniceros Family for this fantastic collaboration! Looks like I missed out on a very sp...
I will try to stay objective, which is difficult for me, as Guille and Milan are old friends. Honestly, the Reverso 976 was a nice watch, the " 976 Ceniceros " is a very nice watch. I was not really impressed by the sapphire case back of the 976, when it ...
Hi Nicholas, I absolutely agree with you that this was a great collaboration and nicely done. I like both versions but if I had to choose I'd go for the RG version because I like the artwork. Regards, ED-209
I think the concept of a collaboration between a distinguished artist and JLC is successful when there is a true meaning and passion that connects the actual artwork with the idea of the timepiece. This being the case here, I salute and congratulate the r...
This partnership is just so right on many different levels, congratulations on JLC for being so visionary and creative, and special consideration must go to Maestro Ceniceros for his inspiring creativity, and being open to such a collaboration. And let's ...
Hello mirador! One of the highlights of the Ceniceros edition was that Guillermo jr. was particular of the shade of the lume color. They wanted the color to be cohesive with the enamel and engraving and with the vintage look pay tribute to the past 80 yea...
A tremendous honor to receive this coverage on the PuristSPro. Ming and Ed thank you so much for the interest in the project and for the insight to ask the questions that present a view that goes much farther than the release. Very thankful to you both sp...
I heard a few months ago that such a project was in the pipeline... I've been told that a certain Guillermo Ceniceros was working on a special Reverso... Ceniceros, that was a name which sounded familiar to my ears... After a while, I was focusing my gues...
Kudos to Edmund WOO & Dr. Ming WOO for such a simple yet perfectly detailed presentation and interview. I applaud both Sr.& Jn.CENICEROS for sharing and making available a significant part of their family patrimony to all of us. My admiration and apprecia...