Lenny Kravitz is the new Jaeger-LeCoultre's global ambassador

Swiss watch brand Jaeger-LeCoultre has made a significant announcement today by appointing the renowned musician, singer, songwriter, and actor Lenny Kravitz as its global brand ambassador. This move is expected to attract attention globally, particularly in the United States, where Kravitz, a 58-year-old multi-award-winning celebrity, comes from.

Kravitz is widely recognized as a true Renaissance man due to his diverse achievements in various fields, including photography, design, and production, among others. His artistic style encompasses a wide range of genres, including rock, blues, soul, and jazz. Kravitz's accolades range from Grammy to American Music Awards, Blockbuster Entertainment Awards, and more. He has also appeared in the first two Hunger Games films and performed with Katy Perry at Super Bowl XLIX halftime show. In addition, Kravitz was recently honoured with the Fashion Icon Award by the Council of Fashion Designers of America (CFDA).

With his successful career still in its prime, Kravitz has become one of the most desirable brand ambassadors in the industry. According to Kravitz, he has been passionate about watches since his younger years, and he believes that his creative philosophy aligns with that of Jaeger-LeCoultre. "For creators, the most crucial aspect is to find their unique voice, understand what they stand for, and remain true to their vision while remaining receptive to new ways of thinking," he explained. "I am deeply drawn to Jaeger-LeCoultre because of the way they blend an extraordinary level of craftsmanship, design, and functionality into their watches – it truly resonates with me."

Kravitz has revealed that his favourite Jaeger-LeCoultre watch is the iconic Reverso, known for its Art Deco aesthetics. The watch was initially developed in 1931 in response to a request from polo players seeking a timepiece that could withstand the rigours of the sport. Jaeger-LeCoultre created a case that houses the watch case, which can be pushed out of the holder, reversed, and reinserted. The original version featured a dial on one side and a solid metal cover on the other.

Catherine Rénier, the CEO of Jaeger-LeCoultre, expressed her excitement about Kravitz's appointment as the brand's ambassador, stating that "With his creativity, ingenuity, and capacity to surpass boundaries, Lenny embodies Jaeger-LeCoultre's values and style. We are thrilled to have him as the face of our Maison."

Kravitz will be joining an already impressive roster of Jaeger-LeCoultre brand ambassadors, including Amanda Seyfried, Jackson Yee, Nicholas Hoult, and several others.

Where do you find your inspiration?

My inspiration comes from life. Every aspect of it. Life is continually feeding my creativity.

What sparks your creativity? Is it something that usually comes naturally to you, or do you have to work at it?

My creativity always comes naturally. I want to be as far away as possible from making conscious decisions in that area. I want it to flow, so most of the time I'm dreaming my music and my creations.

How long does it usually take you to write a song, and have you ever had writer’s block?

It can take from five minutes to five weeks. I never know what it's going to be. I thought I had writer's block once when I was making my first album – in the middle of that recording – but it wasn't a block. It was time when, as I realised later, I needed to be quiet, to be still, so that I could hear what I was going to be given. Sometimes you have to be still and be quiet.

Have you ever had a mentor?

Yes. My grandfather, Albert Roker, was my mentor and he's still within my heart.

Have you ever mentored anyone?

Yes, I've been mentoring younger musicians – kids, especially in The Bahamas where I live – and it's really interesting and satisfying to come into that place.

You have managed to stay on top of your game through different decades and different fashion area. What is your favourite one?

My favourite one is something that hasn't happened yet.

Of all the fantastic art you have made, what are you most proud of? Is there a song, a film or other creative project that you are most proud of?

I don't put one thing on top of another in terms of what's better, or whether they're all what they should be, but there are definitely special days. As a musician, making your first album is always really, really special. The first album, Let Love Rule was where I entered and set the tone.

Do you have a favourite song from your own repertoire?

A favourite song of my own? That's a hard one. “Thinking of You” is one of them. A song that I wrote for my mother after she passed. It's one of my songs that is very important to me.

Is there anything that you find really hard and have to work at?

I have to work at patience – slowing down and waiting. I like to do so many things at once and I don't want to stop, but that's not reality. So, learning to be patient, to wait and stay centred in the middle of that patience, is something that I continually work on.

Do you have any rituals before you go on stage?

Not really. My ritual is just to feel myself – to feel ready. When I'm ready, when my band is rehearsed, when I feel confident that we've done all that we can to make it the best that it can be, I'm ready. So usually, it's just very quiet in those moments before I go on. Then I just walk through the tunnel and onto the stage and go.

How will you describe yourself?

I’m an artist.

You’ve already achieved a huge amount as a musician, singer, actor, designer and photographer.... Are there any hidden talents the world hasn't seen yet?

I'm looking forward to painting. That's my next creative outlet. And surfing.

What are you most looking forward to about the year ahead? New album, new tour?

Absolutely. It's been a few years since I've been on the road. I'm looking forward to releasing the new music that I recorded over the last three years and getting out on the road and playing and celebrating music in life.

What are the most important values that you hope to teach to the next generation?

Love. Love and more love.

You are watch collector. When did that passion start?

I think it started well before I even realised I had it in me. I think I started with my father when I was a kid because he had these cool watches in the Seventies that I loved to look at and hold and play with. I wasn't allowed to, but I used to grab them and play with the stop and start buttons on the watch.

Watchmaking and music have a deep connection. The tick-tock of the hands, the chime of a minute repeater, the entire concept of timing and rhythm. What interests you the most about watchmaking?

The precision and the craftsmanship.

And what is most important to you about a watch?

Obviously the function. But also the style, the way it looks, the way it fits on your wrist – it’s important to really connect with it; it has to become one with you.

How do you wear your Reverso? On what occasions do you flip it?

The best way to explain it is that I wear it very naturally. It feels like it's always been there. That's one of the beautiful things – it blends with me. I flip it whenever I want to change. That's another beauty of this watch. You change moods, you change vibe, so you flip it over and you’ve got a whole new thing happening.

On which occasions do you wear it?

Usually when I'm in cities. When I'm on the island I tend not even to think about time, but when I go to a city and I'm working, I'm touring, I have things to do – then I absolutely wear it.

What does Jaeger-LeCoultre represent to you?

It represents craftsmanship at its best, design at its best and function at its best.