SJX Watches
Making a Mark: Understanding the 1931 Alphabet Typeface by Jaeger Le-Coultre
Watchmakers have long embarked on collaborations with artists, from Geneva jeweller Gilbert Albert and his Brâncuşi-inspired designs for Patek Philippe to the Zen creations by the Japanese architect Tadao Ando for Bulgari. Such collaborations are amongst the best ways for a watch brand to broaden its appeal. Jaeger-LeCoultre (JLC) has been exploring such relationships with “Made of Makers”, an initiative made up of collaborations with varied designers and artisans from other disciplines, including mixologist Matthias Giroud and the Michelin-starred pastry chef Nina Métayer. Its latest partnership is with Spanish typographer and illustrator Alex Trochut, who has penned a font specifically for the brand, the 1931 Alphabet. Alex Trochut Initial thoughts On its face, this might sound like the typical artistic collaboration embarked upon by a watchmaker. But this has a subtle twist in engaging with watch enthusiasts as it’s all about personalisation of the watch. The 1931 Alphabet can transform a stock Reverso into something unique and something that would not be out of place Jay Gatsby’s wrist. It’s a prime example of typography as a decorative art in watchmaking. The attention to detail in the font design is evident in the kerning of the letters, which includes the use of negative space to create balance. The 1931 Alphabet Given this typeface’s strikingly bold design, it is a perfect pair for the Reverso. Since its introduction in 1931, the model has evolve...
