At this year’s Dubai Design Week, Jaeger-LeCoultre invites guests to embark on a journey through time, creativity, and craftsmanship with the launch of the Reverso Stories Pop-Up, running from 4 to 16 November 2025. Set in the heart of the region’s leading design festival, the immersive experience celebrates over 90 years of the Reverso — the Maison’s most iconic timepiece — through a multidisciplinary exploration of design, art, and gastronomy.
The Reverso Stories Pop-Up brings together three artistic collaborations that reinterpret the legacy of the Reverso through diverse creative lenses. Guests will discover the Maison’s latest timepieces while engaging with installations that merge innovation and artistry — each one inspired by the Reverso’s Art Deco heritage and its spirit of timeless reinvention.
Among the featured collaborators is Olivecoat, the visionary design studio celebrated for its architectural artistry and sculptural precision. Their installation at the pop-up transforms the Reverso’s geometric proportions into a spatial experience, offering visitors an entirely new way to engage with the form and rhythm of time. The result is a dialogue between architecture and horology — a visual expression of structure, symmetry, and motion.
Adding a sensory dimension to the event, Pastry Chef Nina Métayer — recently crowned World’s Best Pastry Chef 2025— will host an exclusive tasting session that translates the Reverso’s mathematical harmony into exquisite pastry creations. Each dessert is a culinary ode to the Golden Ratio, using natural ingredients sourced from the Vallée de Joux, the birthplace of Jaeger-LeCoultre. Guests will be invited to savour these edible works of art during dedicated sessions on 4, 5, and 6 November, offering an intimate exploration of craftsmanship through taste and design.
Complementing these experiences is Abdalla Almulla, the Emirati architect and artist whose work bridges heritage and modernism. Almulla’s installation explores the concept of duality — a theme central to the Reverso — through abstract forms and mirrored materials that echo the watch’s reversible case. His creation connects the Maison’s Swiss origins with Dubai’s dynamic design identity, reflecting Jaeger-LeCoultre’s dialogue between tradition and innovation.
Throughout the pop-up, guests can engage with live workshops and interactive showcases that reveal the intricacies of Swiss watchmaking, from the assembly of delicate components to the art of hand-finishing. The Maison’s artisans will guide visitors through the craftsmanship behind the Reverso, unveiling the balance between technical mastery and aesthetic expression that has defined Jaeger-LeCoultre since 1833.
“Dubai Design Week provides the ideal stage for Jaeger-LeCoultre to share our passion for creativity and precision,” says Catherine Rénier, CEO of Jaeger-LeCoultre. “Through Reverso Stories, we celebrate the watch as more than an instrument of time — it is a canvas for art, architecture, and emotion.”
The Reverso Stories Pop-Up promises to be one of Dubai Design Week’s most captivating highlights — a rare convergence of horology, gastronomy, and artistry. It invites design enthusiasts, collectors, and creatives alike to experience the Maison’s enduring commitment to craftsmanship and innovation through a contemporary, multisensory lens.
To discover more or reserve a spot for Nina Métayer’s tasting experience, visit Jaeger-LeCoultre’s information link here.
