Jaeger-LeCoultre is Bringing Its Most Immersive Experience Yet to the Miami Design District

The Miami Design District has a way of drawing the world’s most compelling luxury brands to its streets—and this May, Jaeger-LeCoultre is adding its name to that list in a significant way. Following its resounding success in New York for the last several years, the Maison is bringing its esteemed Reverso Stories pop-up to the Miami Design District, marking the first time this immersive experience has come to Miami. From May 21 to 31, 2026, Miami locals and tourists can fully immerse themselves in the wonderful world of the Jaeger-LeCoultre Reverso.

Photo Credit: Courtesy of Jaeger-LeCoultre

In fact, the Reverso is one of the most recognizable watch designs in the world—a piece that has sat at the crossroads of watchmaking, architecture, and art since its Art Deco origins more than 90 years ago. The Reverso Stories brings that history to life across four distinct chapters: Story of an Icon, Story of Design, Story of Innovation, and Story of Craftsmanship. Told through rarely seen archival timepieces, contemporary high-jewelry creations, miniature-painted pieces, and highlights from current collections—including the Reverso Hybris Mechanica Caliber 185 with its four dials—the exhibition is as much a retrospective as it is a living, breathing tribute to what the Reverso continues to represent. New exceptional models will also be revealed during the Miami edition, and a live demonstration of the decorative art of perlage will give visitors a rare glimpse into the watchmaking process.

Photo Credit: Courtesy of Jaeger-LeCoultre

What makes the Miami edition particularly interesting is its cultural dimension. Under Jaeger-LeCoultre’s Made of Makers program, developed to push the boundaries of classical arts through collaboration with creators from disciplines outside watchmaking, three distinct artistic partnerships bring the Reverso’s story to life in entirely new ways.

Webcomic designer Olivecoat has created an archive-inspired webcomic that captures the Reverso’s history through a modern lens, reinventing the ninth art in the process. Digital media artist Yiyun Kang, drawing on the Golden Ratio that underpins the Reverso’s design, unveils “Origin” — an exclusive large-scale 3D video sculpture commissioned for the Maison. And at the 1931 Café, acclaimed 2024 World’s Best Pastry Chef Nina Métayer brings her own culinary tribute to the experience, introducing a Miami Culinary Signature called “Splendeur Tropicale,” a gourmet smoothie creation that blends sun-ripened tropical fruits and refined textures, echoing both the golden light of the city and the harmonious proportions of the Reverso itself.

Photo Credit: Courtesy of Jaeger-LeCoultre

The pop-up is also setting the scene for something much larger to come in Miami. Ahead of the opening of its new Miami Design District boutique this Summer 2026, Jaeger-LeCoultre will welcome clients and visitors at a dedicated lounge, The Salon, located at The Moore Miami, 4040 NE 2nd Avenue on the 2nd floor. Designed for private moments with the Maison’s experts—as well as exclusive appointments and special events—The Salon offers collectors the opportunity to go deeper into Jaeger-LeCoultre’s universe before the permanent boutique opens its doors.

The Reverso Stories pop-up is open May 21 through May 31 at Sweet Bird North, 95 NE 40th Street, Miami Design District. Hours are Monday through Saturday, 11 AM to 8 PM, and Sunday, 12 PM to 6 PM. Admission is free, with guided tours of approximately 30 minutes available — book in advance here or register on arrival.

On the heels of last year’s inaugural Miami Watch Summit and numerous watch brands focusing their attention on the Miami Design District, there’s no denying that Miami is becoming a major cultural hub for the watch community. And the Jaeger-LeCoultre Reverso Stories Miami Pop-Up is the ultimate testament to that.

Photo Credit: Courtesy of Jaeger-LeCoultre

The Haute Read

Jaeger-LeCoultre will host its Reverso Stories pop-up exhibition at Sweet Bird North, 95 NE 40th Street, in the Miami Design District from May 21 to 31, 2026. The immersive experience is free and open to the public, with guided tours lasting approximately 30 minutes and open Monday through Saturday from 11 AM to 8 PM and Sunday from 12 PM to 6 PM. The exhibition is organized in four chapters—Story of an Icon, Story of Design, Story of Innovation, and Story of Craftsmanship— and features archival Reverso timepieces, new Reverso creations, and artistic collaborations with webcomic designer Olivecoat, digital media artist Yiyun Kang, and 2024 World’s Best Pastry Chef Nina Métayer. Jaeger-LeCoultre will also operate a dedicated lounge, The Salon, at The Moore Miami, 4040 NE 2nd Avenue, 2nd floor, ahead of the opening of its new Miami Design District boutique in Summer 2026.