One of the truly exquisite aspects of a woman’s personality is that she can play on its various facets so as to remain unique, yet infinitely diverse. Much like time itself – the very time that sets the pace of daily life, alternately stretching, contracting or standing still according to specific circumstances. All of which is why women constantly reinvent themselves; why Jaeger-LeCoultre continually revitalises its creativity and pushes the limits of its expertise; and why time is perpetually renewed and forever belongs to us.

Diane Kruger at the Jaeger-LeCoultre movie launch in New York

A reflection in a mirror that observes time reinventing itself. A film to immerse oneself in the perpetual movement of time… For 180 years, the Manufacture has been enriching its knowhow with an incredible sense of freedom – as is testified by a stunning wealth of feminine creations. Imbued with the twin arts of jewellery and horology, the collections are born from the mastery of the Rare Crafts cultivated within the Manufacture, and evolve in step with their inventiveness. From historical pieces to the latest models, Jaeger-LeCoultre’s watches for women beat in tune with daily life, immersing themselves in the past so as to inspire the future.

Echoing the encounter between Diane Kruger and the Manufacture in 2009, the film aptly entitled “Reinvent Yourself” pays tribute to the unique personality of the actress. Director Fabienne Berthaud, winner of the Prix Françoise Sagan in 2011, offers her vision of women, their creativity and their energy, as admirably embodied in Diane Kruger. The latter’s inherent grace, her cosmopolitan spirit and her individual choices vividly reflect the feminine world of Jaeger-LeCoultre: a world of uncompromisingly high standards in which beauty and refinement pervade each new challenge, each new desire for something different, each beat of the mechanisms driving the creations. Ballerina, fashion model, actress… Child, girl, woman… Diane Kruger has consistently led each moment of her life with confidence and determination, continually reinventing herself while preserving the full force of emotions, of graceful charm and of elegance. She has succeeded in remaining true to herself while tirelessly seeking renewal.

The dynamic élan that women impart to their everyday lives, their inclination to conduct their private lives and careers at full tilt, represent a range of challenges to which they rise on a daily basis, composing a vibrant anthem to self-accomplishment. The same goes for the constantly reinvented feminine creations punctuating the history of Jaeger-LeCoultre – from the iconic Reverso through the legendary 101 watch and right the way to the new Rendez-Vous collection.

After the launch of the new feminine campaign in 2012, in collaboration with the DDB Paris advertising agency, Jaeger-LeCoultre is now communing with women through a new cinematographic and emotional approach: a film that can be viewed across all Jaeger-LeCoultre communication platforms.

Source: Jaeger-LeCoultre