To coincide with the 2024 Lunar New Year, Jaeger-LeCoultre is delighted to announce a new campaign starring its global ambassador, Jackson Yee (Yi Yang Qian Xi). The celebrated actor, singer and musician, brings a deeply engaging presence and compelling energy to the new video and its complementary series of portrait photographs.
Named ‘The Best is Yet to Come’, the campaign has been inspired by La Grande Maison’s manifesto that excellence never just happens by chance but a triumph crafted over time; born from unwavering dedication and the relentless pursuit of perfection.
The video captures Jackson Yee in the liminal moment between the past and the future symbolised by the New Year. Beginning in a simple, everyday setting, it segues into a dreamlike sequence where the star reflects on his accomplishments and passions of the past year, particularly music, acting and calligraphy.
Evocative lighting enhances the sense that we are witnessing a very personal and intimate moment where he shares his innermost thoughts. The underlying message is simple and inspiring: that when we embrace a lifelong process of learning, practicing and growing, one year after another, the promise unfolds that each one of us can evolve into our most exceptional self.
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In both the video and the portrait shots, Jackson Yee wears Jaeger-LeCoultre’s Master Ultra Thin Tourbillon Moon. Its timeless elegance, which transcends the passage of years, seems especially fitting for the theme of the campaign. With moon phase and date displays being the natural choice of complications to mark the Lunar New Year, the Master Ultra-Thin Tourbillon Moon unites the technical virtuosity of the self-winding Calibre 983 with the enduring beauty of a pink gold case and eggshell-beige dial.
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