Jaeger-LeCoultre Bring A Little Of The Vallée de Joux To Sydney With Their 1931 Café

by Matt Clymo

If you’ve ever wanted to experience a coffee and some Swiss Chocolate, whilst perusing over what makes The Watchmakers’ Watchmaker tick, then head on down to Jaeger-LeCoultre’s 1931 café for a taste of the Vallée de Joux right here on our doorstep!

Jager-LeCoultre is inviting everyone down to discover and experience the highly successful 1931 Café in Sydney. If you’re a fan of the brand, or follow them on social media, you may have seen the nomadic 1931 Café pop up in other locations across the globe, such as New York, Singapore, London and Melbourne most recently to name a few. Jaeger-LeCoultre have created a unique experience which will allow people people to get a little more up close and personal with the brand, learn a little more about it’s history and heritage whilst enjoying a complimentary drink, some Swiss Chocolate and taking in the views of Sydney Harbour (May 5-7) or taking a break from the hustle in Martin Place (May 9-11)

The Coffee Van is waiting for your order…

Jaeger-LeCoultre have made it their mission to bring a little of themselves and the Vallée de Joux to Sydney via their art deco themed pop up instillation, which is designed to bring to life some old world charm that harks back to the year of 1931, the birth year of Jaeger-LeCoultre’s iconic Reverso timepiece. Whilst there, guests can relax a little, watch the passing crowd and immerse themselves in the history of Jaeger-LeCoultre from the comfort of the terrace, and do some fantastic people watching as well!

The outdoor terrace at Circular Quay

Playing a central part to the 1931 Café is the new 1931 Alphabet by Alex Trochut. It is a strongly modern addition to the Maison’s visual identity, and in a sharp and contemporary take on Art Deco, each letter has a boldly sculptural quality and a strong sense of visual depth, while also conveying a sense of dynamism and movement. This partnership with the artist is all part of Jaeger-LeCoultre’s effort to explore and extend the dialogue that exists between horology and art through their ‘Made of Makers’ programme – something that permeates throughout their collections of timepieces. More on this can be found here.

More reinforcement of the Alex Trochut letters in the coffee van

Watch Advice was lucky enough to get a first sneak peak at the 1931 Café just prior to opening, and we we’re impressed with the little details that Jaeger-LeCoultre have gone to in an effort to give guests a small feel of the Maison’s home. As we are heading into cooler months now, the beverage selection should hit the spot with locals, specifically the speciality drinks that are designed to transport guests to the Vallée de Joux with the taste Switzerland. I for one will be trying the Vallée de Joux Hot Chocolate with shaved Swiss Chocolate!

The 1931 Café’s selection of Swiss and traditional beverages

In addition to the Café, guests are encouraged to stop by the News Stand to see a little bit of what Jaeger-LeCoultre is all about. On display are some great examples of the engraving and craftmanship, and the tools that Jaeger-LeCoultre artisans use to decorate the backs of the Reverso watches. When you see the tools and the engravings the create, you will have a new found appreciation for the work and effort that goes into just the basic of designs.

For those that are wanting to learn more about the brand, Jaeger-LeCoultre have printed copies of “The Reverso” Newspaper, where you can read about the origins of Jaeger-LeCoultre, the Reverso watch and how Jaeger-LeCoultre is continuing its pursuit of excellence in watchmaking. Grab one before you sit down for a coffee, or as you’re heading off, as there are some fascinating articles in it, and you may want to take the time read it through. I highly encourage it.

The Jaeger-LeCoultre 1931 Café is open from 8am – 5pm Friday, Saturday and Sunday (May 5-7) down at Circular Quay, near the Overseas Passenger terminal and right in front of the Museum of Contemporary Art. It will then move to Martin Place, and open Tuesday, Wednesday and Thursday (May 9-11).

For those wanting to view the watches and new Novelties from Watches and Wonders, then head to Jaeger-LeCoultre’s boutique in the Sydney CBD located at Shop 4/84 King St, Sydney.

The Jaeger-LeCoultre Reverso 1931 Tribute Small Seconds

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