Jaeger-LeCoultre Nomadic 1931 Café in Singapore

by Pressroom

This Nomadic pop-up café comes to Singapore, in celebration of the Reverso and the audacious geometry of Art Deco.

Created to coincide with 90 years of the Reverso, the Jaeger-LeCoultre 1931 Café is an Art Deco dream of chrome, velvet, glass and lacquered wood – invoking the elegant grandeur of the era which birthed the iconic timepiece. For the first time, the concept café is here in Singapore before travelling to Australia next year, and the Marina Bay Sands Event plaza is the first stop of the Nomadic 1931 Café.


Visitors will be treated to a specially created menu of beverages inspired by Vallée de Joux, and chocolates embellished with the new 1931 Alphabet, a typeface birthed through the Maison’s latest collaboration with lettering artist Alex Trochut.

Destined to become an additional signature of La Grande Maison, the 1931 Alphabet will be offered as a new style of personalisation for engraving on a Reverso case-back, as well as other new creative initiatives of the Manufacture.

Boldly sculptural with a strong sense of visual depth, the contemporary font was designed to express the extraordinary spirit of modernity that swept the world in the roaring 1920s  – progressive, optimistic and forward-thinking – the same spirit of the Jaeger-LeCoultre Reverso.

“We are delighted to work with Alex Trochut,” says Catherine Rénier, Chief Executive Officer of Jaeger-LeCoultre. “His creative work is avant-garde and like our Maison, he uses his heritage as a foundation, harnessing that legacy in order to express the present and future in new creative ways.”

The Jaeger-LeCoultre Nomadic 1931 Café will be travelling to various locations in Singapore on the following days:

  • Marina Bay Sands Event Plaza: 3 to 6 November, 11am to 8pm
  • One Raffles Place: 7 to 9 November, 8am to 6pm
  • Ocean Financial Center (OFC): 10 to 11 November, 8am to 6pm

Register for your complimentary beverage at each stop, and post about the Nomadic 1931 Café for your personal box of complimentary chocolates.

Images courtesy of Jaeger-LeCoultre, artwork by Curatedition. All rights reserved.

Related Links:

Jaeger-LeCoultre Reverso Tribute Enamel Hokusai ‘Amida Falls’: A Work of Art

Jaeger-LeCoultre: In Perpetual Motion

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