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Jaeger-Lecoultre inaugurates the 1931 Café


Since June 13th, Jaeger-LeCoultre has been delighted to welcome guests to 1931 Café – an elegant and convivial new venue created to coincide with 90 years of the Reverso, a watch that is considered an icon of Art Deco design.

Offering guests the chance to immerse themselves fully in the style and ambience of the period when the Reverso was born, the pop-up café will open in Shanghai in June, and this autumn in Paris – the birthplace of the Art Deco movement.

An hommage to Art Déco

Born in the 1920s, Art Deco style was distinguished by a streamlined geometry that rejected traditional ornamentation and perfectly captured the spirit of modernity and progress that defined its time. Created in 1931 and infused with this same spirit, the Reverso was a radical departure from the norms of traditional watch design.

Its ingenious functionality and highly distinctive aesthetic epitomised the progressive values that had transformed every area of design, from architecture, automobiles and graphic art, to furniture, films and fashion.

From Paris to Shanghai: A story of style 

The two cities chosen as locations for 1931 Café played significant roles in the story of Art Deco. Paris was its birthplace, with prototypical elements of the new style first appearing in the city’s architecture and applied arts in the 1920s. The defining moment came in 1925, when the French capital hosted the Exposition Internationale des Arts Décoratifs et Industriels Modernes.

This was the catalyst for the global flowering of a style that remained dominant throughout the 1930s – although the term Art Deco, derived from the exhibition’s name, was coined by art historians only in the late 1960s.

A unique collaboration with Chef Nina Métayer 

Completing the design, a special collection of cakes and pastries has been created by Nina Métayer. Twice named Pastry Chef of the Year, the young Paris-based chef is celebrated for her originality, artistry and exceptional flavours.

“The pastry chef and the watchmaker share the same deep values and our gestures are driven by the same desire: not to create for ourselves but to excel for the pleasure of the recipient.”

For 1931 Café, Chef Métayer has designed these sweet treats not only to echo the Art Deco aesthetic of the interior design but also to take guests on a journey to Jaeger-LeCoultre’s home in the Vallée de Joux.

By using flavours from the Valley, such as mountain berries, nuts and honey – and, of course, Swiss chocolate – she is inviting guests to experience the world through different flavours, as well as to enjoy pastry that has been elevated to a finely handcrafted art form.



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