Anya Taylor-Joy answers the call as Jaeger-LeCoultre’s new face
September 22, 2022 - Thursday 2:09 PM by Carby Rose Basina
“Hello? Anya Taylor-Joy speaking.”
Jaeger-LeCoultre has unveiled the Queen’s Gambit star as its latest ambassador with a new campaign and the release of a short video titled “A Call of the Heart,” which showed the actress being welcomed into La Grande Maison through a symbolic phone call.
“Born in Miami to British-Argentine parents and raised in Buenos Aires and London, prolific actress Anya Taylor-Joy has starred in a series of critically-acclaimed roles, including Netflix hit The Queen’s Gambit that won her a Golden Globe, a Screen Actors’ Guild award, and a Critics’ Choice award,” the Swiss watchmaker introduced on its website.
“And she’s just getting started. After Last Night in Soho and The Northman, Anya stars in upcoming titles; David O. Russell’s Amsterdam with Christian Bale, comedy-horror The Menu with Ralph Fiennes and fellow Jaeger-LeCoultre brand ambassador Nicholas Hoult, and Mad Max prequel Furiosa.”
Wearing the Reverso Classic Duetto piece on her wrist, Anya flawlessly showcased the brand’s timeless beauty and charm.
“The encounter with Anya was meant to be. Her long family history with polo and interest in watchmaking led us to a natural partnership. With her ethereal beauty, her sensitivity, her talent and hardworking ethics, she embodies the values and style of our Maison,” Jaeger’s CEO Catherine Rénier shared.
In an Instagram announcement, the luxury watch manufacturer wrote, “She is one of the most exciting talents of her generation and the living embodiment of modern femininity in all of its paradoxes. She continues to mesmerize the world with her on-screen talent and we cannot wait for more beautiful, time-stopping moments together moving forward. Welcome to the family, Anya.”
It added, “Welcome to the Reverso universe where back is front, fashion is functional and history is contemporary. Like the Reverso Duetto on her wrist, Anya Taylor-Joy is a multi-faceted marvel –sensitive, yet supremely sophisticated, otherworldly, yet intensely present, fearless yet vulnerable.”
Located in the Vallée de Joux, Switzerland, Jaeger-LeCoultre is one of the only Manufactures which creates, develops, decorates, and produces all timepieces within its workshops. Right from the start, to make each watch in its entirety, the Manufacture houses the full range of professions, techniques, and technologies under a single roof to give birth to the finest watchmaking creations.
Upon its founding, Jaeger-LeCoultre officially became the first watch Manufacture in the Vallée de Joux, bringing every aspect of watchmaking craftsmanship together under one roof. This approach was a revolution for the industry.
At that time, almost all watchmakers used to work from home. Each had its own specialty and personal craftsman secrets.
In 1888, the Manufacture was the most important company in the region, as confirmed by the industrial statistics of the Canton of Vaud. This was not only due to the use of machines and their extraordinary production capacity, but at the time, it employed 480 workers, both men, and women.
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