The Year Of The Rabbit:
To mark the 2023 Lunar New Year, Jaeger-LeCoultre announced a new campaign starring its latest global ambassador, Jackson Yee (Yi Yang Qian Xi). Recognised as one of the leading talents of the young generation in China, the actor, singer and dancer brings a welcoming presence to younger millennials and Gen Z through a new series of compelling photographs and videos.
Jaeger-LeCoultre: SINCE 1833
Located in the Vallée de Joux, the luxury watch brand brings a unique sense creative design inspired by the exceptional landscapes of the Jura Mountains. Jaeger-LeCoultre aims to cultivate technical innovations through its fine watchmakers, engineers, designers and artisans.
Under the theme ‘Moments Made of Gold’, the campaign celebrates those special moments in life that feel charged with positive energy and create golden memories.
The campaign was shot with a dramatic setting of red and gold. Red and gold happen to be the colors of good fortune, happiness and wealth. And I think most of us wish to start the New Year off with great joy and promise.
Centre stage is dominated by a large golden sculpture based on Jaeger-LeCoultre’s new Art Deco-inspired alphabet created by Alex Trochut, the letter ‘M’ signifying the Master Ultra-Thin Tourbillon Moon, which Jackson Yee wears on his wrist.
“The New Year is a time for joyful celebration but also for quiet reflection on the golden moments that we have already experienced and those than we can create in the future,” says Jackson. “To me, this watch has special meaning because the moon governs our Chinese New Year but also because its timeless elegance is like an anchor in a world that seems to be spinning faster all the time. With the change of the year, it symbolises the relationship between reality, time and our dreams for the future.”
With moon-phase and date displays being the natural choice of complications to mark the Lunar New Year, the Master Ultra-Thin Tourbillon Moon unites the technical virtuosity of the self-winding Calibre 983 with the enduring beauty of a pink gold case and eggshell-white dial. Harmonious and perfectly balanced, the dial is defined by the display of Northern and Southern Hemisphere moon phases in the upper dial and the tourbillon in the lower dial. It is encircled by a peripheral date display, indicated by a red-tipped hand that makes a 90-degree jump over the tourbillon from the 15th to 16th of every month. Underlining the sense of refinement, the shape of the Dauphine hands is echoed by the elongated arrow-shape of the applied pink gold indexes. With an elegance that transcends the ages, this is a timepiece to treasure over the course of countless new years. General Information