IU unlocks a new role! Lee Ji-eun becomes Jaeger-LeCoultre’s global brand ambassador, revealing a rarely seen contrasting charm in her interview
No wonder she’s everyone’s favorite soul-healing artist 😍
Summary
- High-end watchmaker Jaeger-LeCoultre has officially announced that IU (Lee Ji-eun) is its newest global brand ambassador.
- At the same time, the brand released an in-depth interview film titled “The Hour Before,” in which the interviewer guides IU to talk openly about her personal values.
- In the interview, IU shows a surprising side to her charm as she takes on the challenge of personally assembling the case of the classic Reverso watch.
- This collaboration beautifully connects the watchmaking expertise of the Jaeger-LeCoultre Manufacture with IU’s humble, disciplined and perfectionist artistic spirit.
As a multitalented singer and actor, IU (Lee Ji-eun) sparks conversation among fans around the world whenever she has news to share. Her distinctive music and heartfelt performances have won over countless hearts, taking her from the affectionately named “Nation’s Little Sister” to one of today’s most influential artists. Recently, fine watchmaking brand Jaeger-LeCoultre announced that IU has officially joined the brand family as its newest global ambassador. The collaboration brings together fashion and fine watchmaking, with the brand also launching an in-depth interview series, “The Hour Before,” offering a glimpse of the star’s most authentic, calm, and quietly confident side away from the spotlight.
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The Jaeger-LeCoultre Manufacture has long been known for its exceptional watchmaking craftsmanship and unwavering pursuit of excellence in every detail. Its quiet dedication closely aligns with IU’s creative philosophy. Throughout her career, IU has remained humble and disciplined, whether creating moving music or delivering acclaimed performances in “My Mister,” “Hotel Del Luna,” and “Broker.” Her devotion to art and continual self-improvement mirrors the countless hours master watchmakers devote to refining each timepiece.
The unexpected appeal of assembling a Reverso by hand
The brand announced the news through its in-depth interview series, “The Hour Before.” In the video, IU reveals a subtle, rarely seen contrast as she tries her hand at assembling the case of Jaeger-LeCoultre’s iconic Reverso swiveling watch. Guided by an off-camera interviewer, IU focuses on the precise watchmaking movements while candidly reflecting on her own journey and sharing her memories, values, and tastes. Blending deep emotion with a natural restraint, the format creates an elegant connection between the brand and IU’s personal world while revealing her unguarded, composed, and quietly confident side.
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