Jaeger-LeCoultre Announces New Global Ambassador: IU

Overview: • The artistry of fine watchmaking meets an artist who champions authenticity • IU becomes Jaeger-LeCoultre's Global Ambassador through "The Hour Before" • A shared commitment to excellence, creativity, and timeless elegance Jaeger-LeCoultre is proud to announce IU, the globally acclaimed artist and actress, as its new Global Ambassador. This collaboration, realized through Jaeger-LeCoultre's interview series "The Hour Before," celebrates shared values of artistic spirit, authenticity, and a passion for craftsmanship.

A journey built on integrity, dedication, and creative evolution Throughout her career, IU has captivated audiences worldwide with her music, films, and storytelling, transcending generational and cultural boundaries. Celebrated for her authentic approach, she continuously evolves while staying true to her creative identity. From her beginnings as the beloved "Nation's Little Sister" in Korea to becoming one of the most respected artists of her generation, IU has forged her own path with humble dedication.

Her creative philosophy and Jaeger-LeCoultre's are remarkably similar, making their connection feel organic. Just as the Manufacture's watchmakers dedicate countless hours to perfecting every detail, IU's artistry is shaped by a relentless pursuit of excellence. This shared spirit of dedication behind the scenes is what makes her such a fitting addition to the Jaeger-LeCoultre family.

A presence embodying quiet elegance and enduring strength What sets IU apart is her presence, characterized by elegance and understated confidence. Her evolution as an artist mirrors that of a woman who has grown through experience and creative exploration, deeply connected to her essence. Rather than chasing trends or relying on ostentatious displays, her style is intuitive and possesses a timeless appeal.

Like Jaeger-LeCoultre, the creator of the iconic Reverso, IU embodies a modern elegance rooted in substance and simplicity. At the Manufacture, every detail is meticulously honed with perseverance and passion, harmonizing technical mastery with timeless design. Similarly, IU's artistry blends emotional depth with an innate, understated sensibility, creating works that are both contemporary and enduring.

In this sense, IU's artistic evolution reflects Jaeger-LeCoultre's watchmaking philosophy in its pursuit of timeless values while remaining deeply in tune with the present. Both are founded on the belief that true excellence lies in depth rather than display, in the reinterpretation of classics rather than fleeting trends, and in creating resonance through authenticity, dedication, and refined simplicity.

"The Hour Before": Where craftsmanship reveals individuality Jaeger-LeCoultre announces IU's ambassadorship through "The Hour Before," an intimate interview format characterized by subtle yet profound contrasts. As IU assembles a Reverso case, her authentic self is gradually revealed. Guided by an off-camera interviewer, the conversation unfolds, skillfully weaving together the personal universes of Jaeger-LeCoultre and IU. It begins with questions about the Manufacture, then delves into her memories, values, preferences, and perspectives, fostering a thoughtful and sincere dialogue.

"The Hour Before" offers a refined experience where watchmaking becomes an entry point to revealing individuality. Through the precision of each gesture and the quiet rhythm of conversation, this format highlights the meaningful commonalities between watchmaking craftsmanship and artistic dedication: patience, commitment, attention to detail, and the pursuit of excellence away from the spotlight. Composed of a friendly and natural exchange, "The Hour Before" beautifully captures IU's calm yet unpretentious side, offering a glimpse into the personality and quiet confidence behind her artistry.

"We are honored to welcome IU to the Jaeger-LeCoultre family," says Jérôme Lambert, CEO of Jaeger-LeCoultre. "Her extraordinary talent, dedication to art, and understated elegance resonate perfectly with our values. Through "The Hour Before," we are delighted to celebrate the shared spirit of artistry, refinement, and timeless excellence that defines both IU and Jaeger-LeCoultre."

This collaboration marks an exciting new chapter for Jaeger-LeCoultre, further strengthening its connection with individuals who embody authenticity, refinement, and a deep appreciation for craftsmanship and creative expression. IU will share her connection with Jaeger-LeCoultre through "The Hour Before" and in an upcoming Reverso campaign.

A long-form interview will be released soon on YouTube https://www.youtube.com/@jaegerlecoultre/featured

About IU Globally acclaimed for her artistry, emotional depth, and versatile talent, IU is one of the most influential Korean artists of her generation. She first gained recognition as a singer-songwriter with her unique voice and deeply personal storytelling, and has since built an exceptional career in music, film, and television, earning widespread acclaim across Asia and beyond. Known for her ability to connect sincerely with listeners, from emotive ballads to bold arrangements, she has received critical praise for numerous albums and consistently topped the charts, solidifying her status as a leading figure in contemporary Korean culture. Alongside her music career, IU has garnered praise for her roles in popular dramas such as "My Mister" and "Hotel Del Luna," as well as the film "Broker," collaborating with world-renowned directors and actors. Admired for her genuine and humble personality and unwavering passion for her art, IU is also recognized for her philanthropic efforts and long-standing support for social causes. As she continues to evolve as an artist, her timeless elegance makes her a cultural icon with influence that transcends generations and borders.

About "The Hour Before" "The Hour Before" is a series of intimate interviews by Jaeger-LeCoultre that delves into the lesser-known moments that have shaped the unique journeys of its guests. Featuring artists, singers, musicians, actors, and athletes from various fields of entertainment who share Jaeger-LeCoultre's values of excellence, creativity, and dedication, each episode highlights the quiet, relentless effort behind their success. In each installment, guests reflect on pivotal moments in their careers, tracing them back to the moments just before—the unseen, unacknowledged hours of preparation, introspection, and determination. Through intimate dialogue and subtle parallels with the savoir-faire of watchmaking, "The Hour Before" explores Jaeger-LeCoultre's core belief: that excellence is never accidental. The series offers a unique perspective on talented individuals who champion authenticity, integrity, and a humble approach, building their achievements through passion, self-discipline, and unwavering commitment.

Jaeger-LeCoultre – The Watchmaker's WatchmakerTM Since 1833, Jaeger-LeCoultre has been driven by an insatiable thirst for innovation and creativity. Inspired by the serene natural environment of its home in the Vallée de Joux, the Manufacture has distinguished itself through its mastery of complications and precision. Known as the Watchmaker's WatchmakerTM, the Manufacture has expressed its spirit of constant innovation through the creation of over 1,400 calibers and 430 patents. For over 190 years, Jaeger-LeCoultre's watchmakers have drawn on their accumulated expertise to design, manufacture, and finish timepieces, combining centuries of know-how and passion to connect the past and the future. Timeless, always in time. With 180 different professions gathered under one roof, the Manufacture imbues its creations with a blend of aesthetic beauty and unique, understated sophistication.