Time travel, but make it design: Jaeger-LeCoultre’s ‘Reverso Stories’ lands in Dubai

Few watchmakers have managed to stay as effortlessly relevant as Jaeger-LeCoultre. This month, the Swiss maison brings its iconic Reverso to Dubai Design District in an immersive installation called Reverso Stories, a journey through nine decades of design, craft, and creative reinvention. Running from 4–16 November 2025 during Dubai Design Week, the pop-up traces how a 1930s sports watch became one of the most enduring symbols of style and precision.

Structured across four chapters (Icon, Style & Design, Innovation, and Craftsmanship) the experience moves through rare archival models, hand-painted dials, high-jewellery creations, and a limited run of ten reinterpreted Reversos unveiled exclusively in Dubai. Every element has been curated to explore what time looks like when viewed through design: quiet, reflective, and constantly evolving.

Under Jaeger-LeCoultre’s Made of Makers programme, the brand expands the story beyond horology, inviting three artists to reinterpret the Reverso’s creative codes. Filipino webcomic artist Olivecoat visualises the watch’s history as a digital narrative, blending nostalgia and modernity through expressive illustration. Emirati architect Abdalla Almulla presents 30 Sunsets, an oak installation inspired by the golden ratio — a sculptural meditation on proportion, light, and movement. At the 1931 Café, French pastry chef Nina Métayer transforms mathematical precision into taste, creating pastries that echo the Reverso’s symmetry and geometry.

In the middle of Dubai’s most creative week, Jaeger-LeCoultre rewinds the clock not for nostalgia, but to show how far forward design can go when it honours its past.

The exhibition is open to the public, free of charge, between buildings 9 and 10 at Dubai Design District. From 4–9 November, doors open daily from 10am to 11pm, and from 12pm to 11pm between 10–16 November. Visitors can pre-register online via Jaeger-LeCoultre’s official link to secure a slot and access interactive workshops throughout the event.