Jaw
6177
The "Harmonisation" of Reversos, more than it seems to be...
The 1000 hour control test is an expensive one. Not only is the process labour and skill intensive, but it adds at least more than "a thousand hours" (if the watch passes for the first time) to the manufacturing-delivery time.
Some time in the second half of 2003, Selected Reversos went experimental testing and by January 2004, the factory decided all Reversos had to pass the tough control test. While this may not seem significant to casual observers, it is a major investment of time and money in terms of getting assurance that every Reverso is as reliable and precise as it should be.
Although the control test on Reversos has been implemented since January 2004, the timing of communicating the new test to the market is a delicate task.
At the same time, the manufacturer has been trying to improve the already good product quality in every way possible, from building a better movement like Autotractor, expanding the existing range of products, creating more exciting talking pieces and, at the same time, improving on currently popular Reversos.
While existing Reversos continue to sell well, My guess is that the market has been changing rapidly, something the manufacturer need to anticipate and to be pro-active about:
a)The growing popularity of Grande Reversos
b)The original masculine Classique models continue to sells but now mostly to women
c)The original "men" only Grande Taille Reversos are gradually becoming a "unisex" model
d)While the Reversos continue to be an iconic model and still successful, some of the Grande Taille and the classique models have been unchanged for more than a decade - to the younger consumers, there is a growing feeling that some Reverso looks though classic, are getting boring.
e)The technical ability of inhouse dial manufacturing is getting better.
MJLC therefore saw the need to improve the quality of both the Classique and the Grande Taille and refresh its aesthetic without abandoning the traditional look of JLC & hence the very minor changes that still give the needed visual impact.
The changes in summary
1)Ensure aesthetic coherence in terms of dials, restyling of dials to give a purer feel, more resolutely "horogilcal" and yet preserving or even enhance the spirit of an "Art Deco" feel. The basic guidelines are
(1a) Thicker and more "clear-cut" numerals
(1b) modified "JL plus Jaeger-LeCoultre" logo
(1c) New railway minute track proportion.
2)As majority of masculine customers seem to be more fascinated by a guilloche dial, the introduction of Guilloche dials in some models to enhance its attraction to males.
3)To differentiate Duo from other Grande Taille Reversos, now with a round small second subdial.
4)Changing the crowns for even better grip and winding "feel"
5)Officially introduce Reverso 1000 hour control test implemented since January 2004
6)The "imperfection" of the original Reverso Duo is the requirement to use a pushpiece or a toothpick to change the local (2nd.) time zone, which few travelers bother. The model now comes with a pushpiece for improved travel experience.
7)Since White Gold Reverso Duo is sold out, it is now discontinued.
8)Full grain alligator leather is now used on all case materials.
9)Introduction of 2 new products:
(9a) Reverso Classic with small seconds, in steel and yellow gold and
(9b) Reverso Grande Taille in Quartz in steel only, with silvered or black dial.
Here are the photos for comparison:
(Reverso Classic, before harmonization)
(Reverso Classique, after harmonization, thicker numerals, redesigned JL logo, new minute railway track)
(Reverso Duo, before harmonization)
(Reverso Duo, after harmonization, new round small second subdial, thicker numerals, new JL Jaeger-LeCoultre logo design and a new hour adjustment push piece)
(Reverso Lady, before harmonization)
(Reverso Lady, after harmonization, thicker numerals, new JL logo, new minute railway track)
(Reverso Grande Taille, before harmonization)
(Reverso Grande Taille, after harmonization, new guilloche dial, new small second subdial design, thicker numerals, new JL logo, new minute railway track now also in Quartz)
(The new Reverso Classic now with small second)
(The new Reverso Duetto Classique dial, more feminine, Florale number, anthracite dial for steel, silvered and mother of pearl dial for yellow gold and black dial for pink gold with 32 diamonds, about 0.385 cts, F-G Top Wesselton, VVS1 and 1 reversed diamond on crown for the Gold version)
(The bracelets designs)
And before I go, have a look at the updated Gran'Sport Lady :
(The new design Gran'Sport Lady, preliminary drawing)
