They say hard work beats talent when talent doesn’t work hard, and for its latest campaign, Jaeger-LeCoultre turns the spotlight on the countless hours of unseen toil behind every moment of true success. Working with its ambassadors Lenny Kravitz and Anya Taylor-Joy, Jaeger-LeCoultre explores the consistent threads on the journey to accomplishment that can be found in every field, be it music, acting or watchmaking.
After deciding he wanted to become a musician at the age of five, Lenny Kravitz recorded his debut album shortly after finishing high school and worked with some of the world’s greatest musicians and entertainers on the way to his first success on the charts a decade later. Likewise, Anya Taylor-Joy began her professional acting and modelling career at the cusp of adulthood and less than a decade later has achieved both a Golden Globe Award and a Screen Actors Guild Award.
Just as Kravitz’ and Taylor-Joy’s success has been built on decades of persistent hard work, the position of Jaeger-LeCoultre in the Swiss watchmaking industry as the “watchmaker’s watchmaker” is the result of nearly two centuries of innovation and expertise building. With no less than 1,300 different calibres developed (which have been used by all of the best watchmakers in the world) and more than 400 registered patents, Jaeger-LeCoultre enjoys an almost peerless position today as an industry leader in technical creativity and artistic savoir-faire.
“In my creative process I want to be as far away from making conscious decisions as I can,” explains Kravitz about his creative process and sporting the sophisticated Reverso Tribute Duoface Tourbillon. “I want it to flow, so most of the time I’m dreaming my music, my creations. They come, I pick them up and then I work on them, but they’re pretty pure. This wouldn’t be possible without the years of learning and practice before I ever became professional – and the learning that I still do, every day.”
“It’s about focus,” says Taylor-Joy to the reasons behind her success, in turn wearing the chic Reverso Classic Small Duetto. “When you know what you want to do in life, when you have a passion, you don’t give in to distractions. The way I feel about my art – literally, I breathe it. It is this focus that has enabled me to keep learning joyfully.”
It’s a thoughtful message behind Jaeger-LeCoultre’s latest campaign, not simply showcasing its array of new novelties, but offering a look behind the curtain of success with advice that can be used by anyone. Focus on your craft and enjoy the process with the knowledge that, “mastery comes from patience and dedication.”
You can visit Jaeger-LeCoultre in Australia at the below locations.
Melbourne Boutique: 86 Collins Street, Melbourne, Victoria 3000
Sydney Boutique: Shop 4, 84 King Street, 2000 Sydney
This article is sponsored by Jaeger-LeCoultre. Thank you for supporting the brands that support Boss Hunting.
