Jaeger-LeCoultre Reverso for Emergency

The 68th Venice International Film Festival, which takes place from August 31st to September 10th, is an event that Jaeger-LeCoultre has been sponsoring for seven consecutive years. This year, the brand will also support a charitable action: "Reverso for Emergency, Jaeger-LeCoultre Helps the Salam Centre." The Emergency is an Italian based charity group that supports the work of The Salam Centre in Sudan. Their goal is to implement Human Rights based Health Projects, according to the principles of equality, quality and social responsibility, by providing high standard and free of charge pediatric and adult cardiac surgery.

With the help of the celebrities who will walk the red carpet, Jaeger-LeCoultre will be financing ten operations at the Salam Centre for heart surgery, located in Khartoum, Sudan. For this occasion, the Swiss brand designed a special Reverso watch with the symbol of the Salam Centre in lacquer: a red heart. Two new pieces are called “Reverso for Emergency," . On the rear of the reversible dial, there is a logo of “Emergency” - red heart with a graphic “E," which stands for Emergency. The watches will not be commercially available, but selected celebrities will wear them during the film festival to raise awareness for the cause.


Grande Reverso Lady Ultra Thin, for women and Grande Reverso Ultra Thin for men

Another interesting link between the Venice International Film Festival, famous watchmaking company and the Salam Centre is a movie “Domani Torno A Casa," or Back Home Tomorrow, from 2008. This documentary movie, directed by Paolo Santolini e Fabrizio Lazzaretti premiered at Venice Film Festival, which was an opportunity for the Swiss brand to learn about the Salam Centre. Through the stories of two young patients, this movie documents humanitarian activities of the Emergency in Afghanistan and Sudan, ravaged by war and poverty. Murtaza, a 7-year-old child from Afghanistan who was admitted to the surgical center of Kabul after being wounded by a landmine, and Yagoub - a young Sudanese man 15 years old.



Author: Marina Milojević
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