To mark the 2023 Lunar New Year, Jaeger-LeCoultre unveils its new campaign, featuring its global ambassador, Chinese actor and dancer Jackson Yee.
Under the theme “Moments Made of Gold,” the campaign celebrates those special moments in life that are charged with positive energy and create golden memories. Shot and photographed in a minimal setting of red and gold – colors that symbolize good fortune, happiness and wealth in China and Asia – the campaign features the Chinese superstar alongside a large golden sculpture inspired by Jaeger-LeCoultre‘s new Art Deco alphabet created by Spanish graphic designer and illustrator Alex Trochut – with the letter “M” representing the Master Ultra Thin Tourbillon Moon that Jackson Yee wears on his wrist.
“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. “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 Master Ultra Thin Tourbillon Moon combines the technical virtuosity of the self-winding Caliber 983 with the enduring beauty of a rose gold case and eggshell white dial that displays moon phases and date.
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Click on this link to read this article in French version.