In celebration of the 2023 Lunar New Year, Jaeger-LeCoultre unveils a brand new advertising campaign starring Jackson Yee (Yi Yang Qian Xi), the brand’s most recent global ambassador. This unique collection of images and films features the actor, singer, and dancer widely regarded as one of China’s most promising young artists. He gives a powerful presence to the work, which was shot throughout China.
The campaign has the slogan “Moments Made of Gold,” It highlights those exceptional times in one’s life characterized by a strong sense of positive energy that result in glorious golden memories. It was shot in a minimal yet richly dramatic backdrop of red and gold, colors that symbolize good fortune, happiness, and wealth and that capture the fun and the energy of Lunar New Year celebrations. A contemporary, elegant, and aesthetically captivating new campaign. The center of the stage features a large golden sculpture based on Jaeger-LeCoultre’s new alphabet inspired by Art Deco, created by Alex Trochut. The letter ‘M’ in the alphabet represents the Master Ultra-Thin Tourbillon Moon, the watch worn on the wrist of Jackson Yee.
“The New Year is a time for joyful celebration but also for quiet reflection on the golden moments that we have already experienced and those than we can create in the future,” says Jackson Yee. “To me, this watch has special meaning because the moon governs our Chinese New Year but also because its timeless elegance is like an anchor in a world that seems to be spinning faster all the time. With the change of the year, it symbolises the relationship between reality, time and our dreams for the future.”
The Jaeger-LeCoultre Master Ultra-Thin Tourbillon Moon combines the technical prowess of the self-winding Calibre 983 with the timeless beauty of a pink gold case and an eggshell-white dial. The moon phase and date displays are the perfect complications to honor the Lunar New Year. The dial is balanced and harmonious, with the moon phases for the Northern and Southern Hemispheres displayed at the top of the dial and the tourbillon at the bottom. Surrounded by a date display, shown by a red-tipped hand that that is red-tipped which makes a 90-degree jump over the tourbillon from the 15th to the 16th of each month. The curve of the Dauphine hands is reflected by the elongated arrow shape of the applied pink gold indexes, emphasizing the sophistication of this timepiece. This is a watch to treasure for many more moons, with an elegance that transcends the centuries.
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