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Thursday, June 7, 2012


Jaeger-LeCoultre Arte Portuguesa: A personal view of time by Julião Sarmento


Jaeger-LeCoultre launches the sixth edition of Jaeger-LeCoultre Arte Portuguesa: The artist this time around is Julião Sarmento with 'A Personal View of Time'.

Jaeger-LeCoultre presents two limited editions of the Reverso personalised by Portuguese artist Julião Sarmento with a silkscreen print hand-signed by the master.

For the sixth edition of Jaeger-LeCoultre/Art Portugais, Jaeger-LeCoultre joined forces with Julião Sarmento to present the latest offering in the Art Portugais line, one of Jaeger-LeCoultre's most long-lived thematic collections.

The project began in 2000 with Pedro Torres, the founder of Torres Distribuição, the representative of Jaeger-LeCoultre in Portugal. His aim was to create the graphic representation of time by the experienced hands of internationally renowned Portuguese artists.


From customisation to "wearable" art


Inspired by Art Deco, the reversible case of the Reverso offers in its classical versions a space that allows for numerous personalisation options, creating tangible and intimate relations between the owner and his or her watch that becomes a unique object.

Since the creation of the Reverso watch in 1931, Jaeger-LeCoultre has incorporated it in a number of watchmaking complications, as well as having developed an exhaustive range of artistic personalisations, from simple engravings to enamel compositions.

The Reverso/Arte Portuguesa limited editions take a special place as some of the most beautiful versions ever produced for the Reverso. Imagined by Pedro Torres, the founder of the TORRES Distribuição company, the project has brought together several major Portuguese artists such as Júlio Pomar, Manuel Cargaleiro, Paula Rego, José de Guimarães and now Julião Sarmento. 


Their common aim is to customise the case-back of the Reverso with their personal visions of time, turning it into a timeless work of art comprising a highly emotional intrinsic value.


A feminine view of time by Julião Sarmento




Julião Sarmento set his heart on the representation of a female body, as the personification of time. "My work is often tied in with the female body. It in fact revolves around feminine iconography and I even have a series of works that represent a sort of expectant woman, a woman who is waiting, an image that conjures up space and time. It refers to the space in which the woman moves, the space she fills and the indeterminate time in which she is found. It is not fleeting time, it is perpetual time. In other words, the connection I am interested in is the conjunction of the brand image, my brand image and the concept of endless time." Julião Sarmento

The Reverso/Arte Portuguesa Julião Sarmento is available in two limited editions of Grande Reverso 976 equipped with a mechanical manually-wound movement. 


The pink gold edition with a black dial and a small second hand in a round sub-dial is issued in 20 copies (€17,900), and a steel edition with a small second hand in a rectangular sub-dial is issued in 30 copies (€9,900). 

On the case-back, each watch carries an enamel representation of a female silhouette, so characteristic of Julião Sarmento's work. 

 
Each watch comes with a silkscreen print hand-signed by the artist. The gold version has a specific feature: the silkscreen print is in dark yellow whereas it is in black and white for the steel version.

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