Jaeger-LeCoultre chooses Anya Taylor-Joy as brand ambassador – WWD


INCOMING CALL: Jaeger-LeCoultre revealed Anya Taylor-Joy as its latest ambassador with the release Tuesday of a short video titled “A Call of the Heart.”

Nodding to the phone call between Jacques-David LeCoultre and Edmond Jaeger that sealed the two-pronged partnership for the Swiss watchmaker, Taylor-Joy appears onscreen as a phone rings, her blonde locks swept up in a high ponytail and dressed in a cream suit with an open back.

“Now I’m ready now,” she tells the unseen caller as the camera pans from the rose gold Reverso Duetto Small model on her wrist to her face, joining house ambassadors including Amanda Seyfried, Nicholas Hoult and South Korean actor Kim Woo Bin.

The Reverso Duetto Small has a vertically brushed and guilloché silver face, and a black satin-finish guilloché back face.

Courtesy of Jaeger-LeCoultre

Catherine Rénier, managing director of the Richemont-owned watchmaker, said the meeting with the actress was “bound to be”, pointing to Taylor-Joy’s “long family history with polo and interest in watchmaking while praising “her ethereal beauty, sensitivity, talent and work ethic.

With his Anglo-Argentinian roots, Taylor-Joy found the fact that many players wear the Reverso model “a very nice coincidence [that] LEDs [her] fall in love with the brand,” after being introduced to him by Hoult.

But the mechanical feats are what really sealed her appreciation for Jaeger-LeCoultre, the actress told WWD.

“The story of women not being able to wear watches and having to create the smallest watch face possible so they could hide it in a design was something that I thought was rebellious in a way,” she said. declared.

A prime example is Caliber 101, designed in 1929 as the smallest mechanical caliber on record. It was worn by the late Queen Elizabeth II, who wore it at her coronation in 1953, with the minute watch face hidden within a double row diamond tennis bracelet.

Since Taylor-Joy finds choosing watches for period characters “always a lot of fun,” the October release of “Amsterdam,” an ensemble black comedy that features Christian Bale, Margot Robbie, John David Washington, Taylor Swift and Robert de Niro, could be a chance to see what she would choose for her 30s frame.

After that, she’ll be back in the here and now with Hoult, playing a young couple about to taste “The Menu,” a dark comedy horror plot starring a celebrity chef played by Ralph Fiennes.

The actress is currently filming ‘Furiosa,’ a prequel to the 2015 post-apocalyptic action movie ‘Mad Max: Fury Road,’ which is slated for release in 2024 and where Taylor-Joy will play a younger version of the previously titular character. performed by Charlize Theron.

This latest ambassador comes after Taylor-Joy was named in 2021 as one of the faces of American jeweler Tiffany & Co., owned by luxury conglomerate LVMH Moët Hennessy Louis Vuitton, where she later led campaigns for its T1 and “Tiffany Knot” alongside Tracee Ellis. Ross and Eileen Gu.

She also became Dior’s global brand ambassador, representing the house’s women’s fashion and makeup later that year, and will appear alongside Yara Shahidi in a campaign for her slated Dior Forever foundation line. in January 2023.


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