As many watch brands shift their storytelling toward video and social media, Jaeger-LeCoultre has chosen a different path in retelling the birth of the Reverso – through comics. The brand’s global ambassador Kim Woo-bin steps into an unexpected dialogue with digital webcomics
In the newly released teaser, Kim Woo-bin elegantly showcases the Reverso Tribute Monoface ‘Or Deco’ on his wrist while reading the Reverso Comic, embodying the spirit of innovation that defines the Reverso that never been loud nor flamboyant, but refined and deeply focused.
Through its Made of Makers programme, the brand collaborates with emerging webcomic artist Olivecoat, using a new medium to extend the historical narrative of the Reverso. Rather than directly reproducing archival material, this webcomic reconstructs the watch’s origins through an “archive-inspired fictional story”. It transforms technical details once confined to the manufacture into a narrative more accessible to the public.
Eastern visual vocabulary is central to this collaboration. Olivecoat incorporates manga pacing, eye-guiding composition and intentional use of blank space, using softer lines to express the ingenuity behind the Reverso’s swivelling case. The encounter between Eastern and Western narrative rhythms allows the work to maintain mechanical precision while carrying the emotional flow unique to the comic medium.
Designed as a vertical-scroll comic for mobile devices, it retells watchmaking artistry in a digitally native format. The craft of the Reverso is deconstructed and recomposed through imagery and framing. Preserving the storytelling logic of the “ninth art” (as graphic novels are known) while aligning with the reading habits of a new generation.
The webcomic is now available on the brand’s official website and will be released on Naver Webcomic in December 2025. Jaeger-LeCoultre will also provide a printed edition to selected collectors, allowing the same story to shift between screen and paper that a form of inter-media coexistence that subtly echoes the Reverso’s own reversible design. The significance of the Reverso lies not only in its craft and heritage, but in how it continues to spark new creative forms, making watchmaking part of contemporary visual culture.
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