Totally agree on their "Have you ever worn a real watch?" slogan
Well said, I agree with everyone here the Reverso is the heart of JLC but not the whole. It is their signature.
But in the whole of JLC's history, the Reverso only came in at 1931, while the manufacture dates a century before that. Also interesting is with their advertisement where they show their briefcase of their iconic movements, only a small fraction of them are rectangular movements, which shows JLCs own perspective in regards to the relative importance.