Though it has its roots in the ancient game of polo, Swiss watchmaker Jaeger-LeCoultre has decided that its present and future may well lie in the world of rock ‘n’ roll. Today, the house has announced that Lenny Kravitz, the legendary musician, producer and actor who is widely recognised for his individualistic style, has joined the house as an ambassador.

“With his artistry, inventiveness and ability to transcend genres, Lenny epitomises Jaeger-LeCoultre’s values and style. We are delighted to have him represent our maison,” says Catherine Rénier, CEO of Jaeger-LeCoultre.

For his part, Kravitz (whose daughter, Zoë, is also the face of a rival watchmaker) has revealed he has been a watch aficionado since his youth, when he became intrigued by his father’s collection of chronographs.

“My father had these cool watches in the 70s that I used to look at and hold and play with the stopwatches,” says the Fly Away singer, in a new short film, entitled Off Camera with Lenny Kravitz, which has been created to accompany the announcement.

And Kravitz’s model of choice? The classic Reverso, which the star wore when he performed at the 2023 Academy Awards Ceremony earlier this year. “Beyond the function of a watch, style is very important – how it looks and the way it fits on your wrist. You really have to connect with it,” notes Kravitz, who was lauded for his style last year with a ‘Fashion Icon’ award from the Council of Fashion Designers of America.

“My Jaeger-LeCoultre pieces feel like they have always been there – they blend with me and their style is absolutely timeless. You can really make these watches your own and when you want to change the mood, change the vibe, they always fit. It’s as if they become one with you.”