Swiss luxury watchmaker Jaeger-LeCoultre has announced that musician and fashion icon Lenny Kravitz is its newest brand ambassador. The Jaeger-LeCoultre-Kravitz partnership is a perfect match, as both the brand and the artist are committed to authenticity, craftsmanship, and innovation.

Kravitz has been a watch enthusiast since childhood, inspired by his father’s chronograph collection, and he has amassed an impressive collection over the years. Among his favourites is the iconic Jaeger-LeCoultre Reverso, which he paired with a black silk jumpsuit and layered jewellery when he performed at the 2023 Oscars ceremony.

“Beyond the function of a watch, style is very important – how it looks and the way it fits on your wrist. You have to really connect with it,” says Kravitz. “My Jaeger-LeCoultre pieces feel like they have always been there – they blend with me and their style is absolutely timeless. You can really make these watches your own and when you want to change the mood, change the vibe, they always fit. It’s as if they become one with you.”

Kravitz’s artistic vision and creativity have always been fueled by a spirit of exploration and innovation, much like Jaeger-LeCoultre’s commitment to pushing the boundaries of watchmaking. “With his artistry, inventiveness and ability to transcend genres, Lenny epitomises Jaeger-LeCoultre’s values and style,” says Catherine Rénier, the CEO of Jaeger-LeCoultre. “We are delighted to have him represent our Maison.”

Similarly to Jaeger-LeCoultre, Kravitz’s work in all of his creative endeavours is driven by a spirit of curiosity and constant exploration.

Rand Al-Hadethi is an art, culture, and fashion writer who approaches all her creative endeavours with a penchant for storytelling. She explores the intersection of fashion, culture, and society and sheds light on talent and cultural movements across the Middle East and the world. Rand also publishes a bi-monthly themed substack newsletter called WebWeaver™. To reach Rand, email her at or follow her on social media @rundoozz.