Jaeger-LeCoultre has appointed South Korean singer and actress IU as its new global ambassador. This relationship was established through the brand's private interview series, "The Hour Before."
What they have in common is excellence, creativity, and timeless elegance.
IU, a singer and actress active in South Korea, has been appointed as the new global ambassador for Jaeger-LeCoultre. Her appearance in the brand's private interview series, "The Hour Before," led to her appointment.
IU, originally from South Korea, rose to prominence as a singer-songwriter with her unique voice and personal storytelling. Since then, she has built a diverse career in music, film, and television, establishing a presence not only in Korea but also globally. She also has acting experience, having appeared in dramas such as "My Mister" and "Hotel Del Luna," and the film "Baby Broker." The watch she is wearing in the photo is the new "Reverso Classic Duetto" Ref. Q2668423, released in 2026.
The Hour Before aims to delve into the lesser-known moments that shaped the unique paths of those interviewed. It invites artists, singers, musicians, actors, and athletes from various entertainment fields who share Jaeger-LeCoultre's values of excellence, creativity, and their pursuit of these qualities, highlighting the quiet, tireless efforts behind their success from their unique perspectives. In this interview, IU expresses her true self and way of life while assembling a Reverso case.
Manual winding (Cal. 844). 17 jewels. 21,600 vph. Power reserve approximately 50 hours. Stainless steel case (34.2mm x 21mm, 8.7mm thick). Water resistant to 3 bar. Price: 1,399,200 yen (tax included).
IU, affectionately known as the "Nation's Little Sister" in South Korea, has pursued her own unique identity as a singer-songwriter and actress, constantly evolving while staying true to her creative identity. She has humbly honed her skills and forged her own path. Through interviews, it became clear that her excellence and creativity align with Jaeger-LeCoultre's philosophy, and as a result, their relationship developed very naturally. Just as Jaeger-LeCoultre's watchmakers spend a great deal of time pursuing perfection down to the smallest detail, IU's artistry has also been shaped by her tireless pursuit of excellence. Jaeger-LeCoultre officially commented that it is this shared spirit of dedication in unseen areas that makes her such a fitting member of the Jaeger-LeCoultre family.
Jaeger-LeCoultre also cited IU's elegance and understated confidence as what makes her presence stand out. Rather than chasing trends or relying on flashy displays, her style is intuitive and full of timeless appeal, drawing a parallel to the brand that created the timeless and iconic "Reverso" watch.
"We are honored to welcome IU to the Jaeger-LeCoultre family. Her extraordinary talent, dedication to art, and understated elegance perfectly resonate with our values. Through 'The Hour Before,' we are delighted to celebrate the shared spirit of artistry, sophistication, and timeless excellence that symbolize both IU and Jaeger-LeCoultre." (Jérôme Lambert, CEO of Jaeger-LeCoultre)
Furthermore, IU's connection to the brand will be highlighted in the upcoming Jaeger-LeCoultre "Reverso" campaign.
Quartz movement (Cal. 657). 4 jewels. Stainless steel case (32.5mm x 16.3mm, 6.95mm thick). 3 ATM water resistance. 1,364,000 yen (tax included).
