On July 7, Swiss fine watchmaking manufacture Jaeger-LeCoultre has announced the internationally acclaimed artist and actress IU as its new global ambassador. Revealed through the Maison’s interview series “The Hour Before,” the collaboration celebrates the shared values of artistic spirit, authenticity and a passion for craftsmanship.
Courtesy of Jaeger-LeCoultre
Summary
- Jaeger-LeCoultre has named artist and actress IU as its new global ambassador
- The appointment was announced through “The Hour Before,” an intimate interview format in which IU assembles a Reverso case as the conversation unfolds
- The partnership is built on a shared pursuit of excellence, creativity and timeless elegance
- IU will also appear in an upcoming Reverso campaign; a long-form interview will soon be released on the Maison’s official YouTube channel
The Hour Before: Where Craftsmanship Reveals Character
The stage for the announcement, “The Hour Before” is an intimate interview piece framed by beautifully shaded contrasts of light. As IU assembles a Reverso case piece by piece, exchanging words with an off-camera interviewer, her unguarded self gradually comes into view. A conversation that begins with questions about Jaeger-LeCoultre drifts naturally toward her own memories, values, tastes and ways of seeing the world.
The precision of her fingertips and the quiet rhythm of the dialogue together cast a soft light on what watchmaking and art hold in common: patience, dedication, attention to detail and a pursuit of excellence carried on where no one is watching. What the camera captures is IU composed yet at ease — the character and quiet confidence that sustain her artistry.
As a series, “The Hour Before” turns its attention to the hours just before the turning points that defined each guest’s career. By tracing those unseen moments of preparation, reflection and resolve, it embodies the conviction at the heart of Jaeger-LeCoultre: excellence is never the product of chance.
Sincerity, Discipline and Quiet Elegance: Two Philosophies in Resonance
Throughout her career, IU has captivated audiences worldwide with music, film and storytelling that transcend generations and cultures. From being cherished in Korea as the “nation’s little sister” to becoming one of the most respected artists of her generation, she rose to prominence as a singer-songwriter known for her distinctive voice and deeply personal storytelling, while earning acclaim for performances in the dramas My Mister and Hotel del Luna and the film Broker.
Jaeger-LeCoultre points to the natural affinity between her creative philosophy and that of the Maison. Just as the Manufacture’s watchmakers devote countless hours to perfecting every detail, IU’s artistry has been shaped by a relentless pursuit of excellence — a shared ethos of unseen dedication that made the relationship develop organically.
Her style resonates just as strongly. Like the Maison that created the iconic Reverso, IU embodies a modern elegance rooted in essence and simplicity. Intuitive and timeless rather than trend-driven or theatrical, her presence mirrors a watchmaking philosophy that harmonizes technical mastery with enduring design.
“Excellence Is Never the Product of Chance”: What Comes Next
“We are honored to welcome IU to the Jaeger-LeCoultre family,” said Jérôme Lambert, CEO of Jaeger-LeCoultre. “Her exceptional talent, dedication to her art and understated elegance resonate perfectly with our values. Through The Hour Before, we are delighted to celebrate the shared spirit of artistry, refinement and timeless excellence that defines both IU and Jaeger-LeCoultre.”
Beyond “The Hour Before,” IU will share her connection with the Maison through an upcoming Reverso campaign. A long-form interview is set to be released soon on Jaeger-LeCoultre’s official YouTube channel.
Founded in 1833 and inspired by the serene natural surroundings of its home in Switzerland’s Vallée de Joux, Jaeger-LeCoultre — the Watchmaker of Watchmakers — has produced more than 1,400 calibres and registered over 430 patents. With 180 specialist skills gathered under one roof at the Manufacture, the arrival of one of contemporary Korean culture’s defining artists opens a compelling new chapter for the Maison.
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