Swiss luxury watch manufacturer Jaeger-LeCoultre is marking the 91st anniversary of its iconic Reverso timepiece with a temporary pop-up cafe called “Reverso 1931.” Located at 729 Madison Avenue, in the heart of Manhattan, the Reverso 1931 Café pays homage to the Reverso – a timepiece created in 1931 and considered an icon of Art Deco design; the interior draws inspiration from the Art Deco era, featuring a monochrome palette with historic adverts and images from the time of its launch and a video showcasing how the timepiece is crafted.
The menu at the Reverso 1931 Café offers a collection of pastries specially designed by the Paris-based chef Nina Métayer, who has twice been named Pastry Chef of the Year.
“What appealed to me greatly about this collaboration with Jaeger-LeCoultre was the idea of bringing together two very different expressions of craftsmanship in one project,” says Nina Métayer. “The pastry chef and the watchmaker share the same deep values and our gestures are driven by the same desire: not to create for ourselves but to excel for the pleasure of the recipient.”
The Reverso 1931 Café previously boasted temporary locations in Shanghai, Hong Kong, Paris, and Seoul, and now it arrived in New York. 
The Reverso 1931 Café will be open until November 22, but if you miss the pop-up, don’t worry, the cafe will become nomadic throughout the city, making appearances in Soho and Bryant Park between November 25th and December 2nd.
Images Courtesy of Jaeger-LeCoultre
