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www.worldtempus.comPortugal plays a prolific role in developing exclusive limited editions. The Reverso Portuguese Art collection by Jaeger-LeCoultre, developed between 2000 and 2004, is one of the best examples.WORLDTEMPUS - 8 October 2010
Portugal’s awkward geographical location on the world map may ultimately justify its status as the first globalized nation during the age of discoveries in the fifteenth and sixteenth centuries. Nevertheless, in the modern age the oldest state in Europe fails to continue this historical centralized role, particularly on its home continent where its only neighbor is Spain. That said, it is easy to believe that Portugal is condemned to follow the lead of others, particularly in the world of haute horlogerie, considering the main markets of central Europe are much closer to horology’s Olympus: Switzerland. Nothing, however, could be farther from the truth.
Portugal possesses a deep tradition regarding the best that this art can deliver. Historically, the country was never interested in producing timepieces though it has played a central role in introducing them to other cultures like China and Japan. The deep understanding that many Portuguese collectors have of the details and attributes that make a watch exceptional continuously strikes me and may justify the unusual number of limited editions made by top brands that are exclusive to this market.
The Depiction of Time Through the Eyes of Four Portuguese Artists
In 2000, 74-year-old Júlio Pomar “drew time” for Jaeger-LeCoultre’s first limited edition Art ReversoAt the beginning of this decade, a remarkable set of very collectible limited editions was introduced to Portuguese aficionados during a period of four years. These timepieces were based on the excellence of Jaeger-LeCoultre’s timeless Reverso and a group of the most celebrated contemporary Portuguese artists; a challenge masterfully executed upon the initiative of the local distributor at the beginning of the new millennium.
In 2000, 74-year-old Júlio Pomar was invited to collaborate in the production of the first limited edition. Pomar had been the biggest Portuguese name in neo-realism, a style he cut ties with in the 1950s. A fevered opponent of the Portuguese dictatorship of Salazar, he fled to Paris, where he has lived since. It was on one of his frequent visits to Lisbon that he agreed to “draw time” for the first limited edition Art Reverso by Jaeger-LeCoultre. The fable of the tortoise and the hare provided an excellent philosophical subject upon which to base his creative prowess; the Reverso was just the right canvas for his talent. Produced in a set of only 30 pieces, the Pomar Reverso powered by Jaeger-LeCoultre Caliber 836 literally disappeared from the shop windows within just a matter of days, ensuring the success of the following three editions.
Cargaleiro used the geometry and colors of his personal interpretation of time in an enamel in 2001Cargaleiro was next in line. The painter, engraver and ceramicist produced an exclusive drawing comprising the geometry and colors of his personal interpretation of time; this was masterfully transferred to the white gold back of the Reverso by means of the traditional applied enamel technique. Again, a limited edition of 30 pieces was issued, quickly disappearing into the collections of a few lucky owners.
Paula Rego’s 2002 drawing of a woman kissing a pelican as a representation of time engraved on the Art ReversoWorld renowned painter Paula Rego followed in 2003, creating a third edition with a drawing of a woman kissing a pelican as a representation of time. This is an image that depicts a certain sexual violence, which the artist explains as “something that happens eternally, since the beginning of time, as if a ritual: one dominates the other in eternal time. But when one talks about time, I usually also imagine an old man with a beard and a sickle. If it is a skull with a skeleton, then it represents death – but time is not a skeleton, it’s a man…and this is how I imagine time.” Although the subject is a polemic one, charged with an erotic and full of ambiguity, the creation was well accepted among critics and represented another success for the collection.
Finally, 63-year-old José de Guimarães, a true master of color and abstractionism, accepted the challenge of depicting time for the final edition of the collection. The stainless steel case of the Reverso Gran’Sport provided the frame, and the author engraved his signature directly onto its substructure. Guimarães was very keen on using steel because he considered it a democratic act that would allow this particular representation of his art to reach forty different people. Using a symbolic language that structures his artistic imagination, Guimarães chose the serpent as a representation of time, explaining that there are some cultures in Africa for which the reptile is the symbol of eternity. Blue was specifically chosen as it represents a good omen.
In 2003, José de Guimarães depicted a blue serpent on a stainless steel Reverso Gran’Sport caseThe Portuguese Art Reverso Collection by Jaeger-LeCoultre disappeared into the private ownership of a small group of enthusiastic collectors. Some of them were even able to acquire a set of the four models with the same limited edition number, providing additional value to their collection. Although several other local relevant limited editions by different brands have preceded and followed the Portuguese Art Reverso models, none has so far exceeded the confluence of artistic virtuosity they have come to represent.
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