Every great object begins with a story. For Jaeger-LeCoultre, few are as enduring as the ‘Reverso.’ The ‘Reverso’ was born from necessity and refined through imagination. When it first appeared in 1931, its swiveling case solved a practical problem for polo players, yet what endured was not its function but its form — a design that came to represent balance, precision, and quiet artistry. Almost a century later, the same spirit of creativity continues to shape Jaeger-LeCoultre’s story.
Through its Made of Makers programme, the Maison invites artists from around the world to reinterpret its heritage through different creative disciplines. Each collaboration poses the question: how can watchmaking speak to the language artists?
The latest partnership with Filipino webcomic designer Olivecoat answers that question through a new medium. Known for her delicate illustrations and emotionally resonant storytelling, Olivecoat transforms the ‘Reverso’s’ origin story into a visual narrative that allows its story to be experienced in a fresh way. Her work draws a quiet parallel between the patience of watchmaking and the rhythm of storytelling.
To better understand Jaeger-LeCoultre’s latest partnership, we visited the brand’s Reverso Stories pop-up in Dubai Design District and caught up with Olivecoat to discuss all things art and horology.
Scroll down to read Buro’s interview with Olivecoat.
WHAT, ACCORDING TO YOU, IS THE COMMON THREAD THAT TIES ART AND WATCHMAKING?
The beautiful thing about art is that it exists for the sake of expression rather than purpose. In a way, watchmaking now falls into that category too. With smartphones and smartwatches, we don’t need traditional watches anymore. They’ve become more of a luxury, something you want rather than something you need. So the connection between art and watchmaking lies there — both are driven by creativity, craftsmanship, and emotion rather than pure function.
THE ‘REVERSO’ HAS SUCH A RICH HISTORY ROOTED IN CRAFTSMANSHIP. HOW DID YOU BALANCE STAYING TRUE TO ITS LEGACY WHILE GIVING IT A FRESH, CONTEMPORARY SPIN?
We really wanted to respect the brand and its heritage with the comic we were creating. So we made sure to stay within a certain aesthetic, a defined color palette, tone, and atmosphere. The challenge was finding that balance between something that feels dignified, serious, and timeless while still being warm, approachable, and friendly. It took some time to strike that balance, but once we did, I think it made the project much richer and more meaningful.
CAN YOU PLEASE WALK US THROUGH YOUR INSPIRATION AND DESIGN PROCESS FOR THIS COLLABORATION?
Jaeger-LeCoultre reached out to me with a simple but exciting prompt, where they wanted me to narrate the story of how the iconic ‘Reverso’ came to be. Of course, there are many ways to tell a story, but for a comic, you need characters and context. We started with two main characters, César de Trey and Jacques-David LeCoultre, but I told the team we needed a supporting cast to make the story more dynamic. So they revisited their archives and provided references to other figures who could appear in the story.
It’s one thing to have a list of historical facts and another to translate that into a visual narrative. We had to imagine the 1930s — the architecture, fashion, moods, and personalities of that era. I spent a lot of time studying portraits of Jacques-David LeCoultre and César de Trey, trying to understand their essence. The whole process took about three months before we finalized the story, and that depth of research and reflection is what made it feel alive.
THE MADE OF MAKERS PROGRAMME CELEBRATES CREATIVITY BEYOND TRADITIONAL WATCHMAKING. HOW DO YOU THINK WEBCOMICS FIT INTO THE WORLD OF WATCHMAKING?
I think webcomics offer a very accessible and modern way of storytelling that connects with people emotionally and visually. The ‘Reverso’ itself is a story of innovation and creativity, and translating that through a medium like comics bridges generations. It’s a format that feels contemporary yet timeless, much like the watch itself.
YOU’VE MENTIONED THAT STORYTELLING HELPS YOU “CONNECT AND MAKE READERS FEEL SEEN.” WHAT KIND OF EMOTIONS OR REFLECTIONS DO YOU HOPE PEOPLE EXPERIENCE WHEN READING THE REVERSO WEBCOMIC?
There’s a little bit of a spoiler here, but the story actually ends on a melancholic note. It starts out lighthearted and cheerful, but ends with a quiet sense of reflection and legacy. We wanted readers to walk away with an appreciation for craftsmanship and for collaboration, because no single person can claim to have invented the ‘Reverso.’ It was the result of teamwork, multiple ideas, and shared creativity. So, for me, the emotions I hope people feel are a sense of legacy, admiration for artistry, and the beauty of collective effort.
WHAT IS YOUR DEFINITION OF TIME?
Time is such an interesting concept. It’s relative. You can spend hours reading a story that covers months or even years within its pages. For me, storytelling creates its own version of time. Every time you read, watch, or experience a story, you enter another world, another timeline, even if it’s just for a few minutes.
It’s a form of escapism, but also enrichment. If you consume enough stories, you’ve lived through countless moments, places, and emotions. So in that way, time becomes layered. And when you give your time to a story, it’s an exchange. You live in its world for a while, and it becomes a part of yours.
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