Introducing Jaeger-leCoultre's new Maker, Lettering Artist, Alex Trochut. A native of Barcelona and based in New York for the past decade, Alex Trochut has become celebrated for his experimental approach to typography. Like the artisans who construct watch movements and those who decorate the dials and cases, Alex creates emotionally resonant work that combines deep complexity with apparent simplicity
About Made of Makers
Through 'Made of Makers' – a series of collaborations with artists, designers and craftsmen from disciplines outside watchmaking – Jaeger-LeCoultre is exploring and extending the dialogue that exists between horology and art. Honouring the core principles that define the Manufacture, La Grande Maison is choosing partnerships with leading creators who share its fundamental values of creativity, expertise and precision.
The collaborations focus on world-class practitioners whose work explores new forms of expression through different and often unexpected materials and media.
For Jaeger-LeCoultre, Alex has created a meaningful representation of La Grande Maison’s values through a new and boldly contemporary alphabet style, the 1931 Alphabet.
As a stylistic springboard, he turned to Art Deco – a style that remains very evident to this day in the visual landscape of his adopted home, New York, and one of great importance to Jaeger-LeCoultre as the origin of the Reverso.
The new 1931 Alphabet that Alex has created for Jaeger-LeCoultre is a strongly modern addition to the Maison’s visual identity. In a sharp and contemporary take on Art Deco, each letter has a boldly sculptural quality and strong sense of visual depth, while also conveying a sense of dynamism and movement.
It is equally expressive in both two-dimensional form and as three-dimensional objects.
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 and will be seen in a wide variety of other initiatives in the future.