A Journey Shaped by Sincerity, Discipline and Creative Evolution

Over the course of her career, IU has captivated audiences around the world through music, film and storytelling that transcend generations and cultures. Admired for her sincerity, artistic integrity and unwavering dedication to her craft, she has continually evolved while remaining true to her creative identity. From Korea’s beloved “little sister” to one of the most respected artists of her generation, IU has followed her own path with humility, discipline and quiet confidence.

With a strong parallel between her creative philosophy and that of Jaeger-LeCoultre, the relationship with the Maison comes very naturally. Like the Manufacture’s watchmakers, who devote countless hours to perfecting every detail, IU’s artistry is shaped by patience, precision and a constant pursuit of excellence. It is this shared spirit of dedication behind the scenes that makes her such a natural addition to the Jaeger-LeCoultre family.

A Presence That Reflects Quiet Elegance and Timeless Strength

IU’s presence is defined by authenticity, elegance and understated confidence. Her artistic evolution reflects a woman who has grown through experience and creative exploration while remaining deeply connected to who she is. Rather than following trends or relying on effect, her style is instinctive, refined and timeless.

Much like Jaeger-LeCoultre itself – creator of the iconic Reverso – IU embodies a modern elegance rooted in substance and simplicity. Within the Jaeger-LeCoultre Manufacture, every detail is refined with patience and intention, balancing technical mastery with timeless design. In the same way, IU’s artistry blends emotional depth with a natural sense of restraint, creating work that feels both contemporary and enduring.

In this sense, IU’s artistic evolution mirrors Jaeger-LeCoultre’s watchmaking philosophy through a shared pursuit of timelessness that remains profoundly in tune with the present. Both are guided by the belief that true excellence lies in depth rather than display, in the reinvention of classics rather than fleeting trends, and in creating lasting emotional resonance through authenticity, discipline and refined simplicity.

The Hour Before: Where Craftsmanship Reveals Personality

Jaeger-LeCoultre introduces IU’s ambassadorship through The Hour Before, an intimate interview format built on a subtle and revealing contrast: as IU assembles the case of a Reverso, she gradually reveals herself. Guided by an off-camera interviewer, the conversation unfolds through elegant bridges between the Maison and IU’s personal world. Each question begins with Jaeger-LeCoultre before opening naturally onto her memories, values, tastes and perspective, creating an exchange that feels intimate, thoughtful and sincere.

The Hour Before offers a refined encounter where watchmaking becomes a gateway to personality. Through the precision of each gesture and the quiet rhythm of the conversation, the format reveals meaningful parallels between horological craftsmanship and artistic discipline: patience, dedication, attention to detail and the pursuit of excellence beyond the spotlight. Designed as a warm and natural conversation, The Hour Before captures a side of IU that is poised yet unguarded, offering a rare glimpse into the personality and quiet confidence behind her artistry.

“We are delighted to welcome IU to the Jaeger-LeCoultre family,” says Jérôme Lambert, CEO of Jaeger-LeCoultre. “Her authenticity, her dedication to her craft and her quiet elegance resonate deeply with the values of our Maison. Through The Hour Before, we are proud to celebrate the shared spirit of artistry, refinement and enduring excellence that defines both IU and Jaeger-LeCoultre.”

This collaboration marks an exciting new chapter for Jaeger-LeCoultre, further strengthening the Maison’s connection with individuals who embody authenticity, sophistication and a deep appreciation for craftsmanship and creative expression. IU will introduce this connection through The Hour Before and as part of the upcoming Reverso campaign.

Motorsports are inherently dangerous. High-speed driving requires drivers to operate at the very edge of the performance and safety envelope. Time is at the centre of all forms of competitive driving. It’s what separates winners from losers. Champions are made and lost in fractions of a second. TUDOR knows a thing or two about how important time is to the best drivers in the world. Long ago in the late 1960s, when TUDOR was campaigning a cutting-edge Porsche 906 in Japan, the drivers wore TUDOR watches on their wrists. In 2026, TUDOR continues to keep racing drivers on time. Liam Lawson and rookie Arvid Lindblad wear the Black Bay Chrono “Carbon 26”. 

The Black Bay Chrono “Carbon 26” continues the long tradition of TUDOR’s presence on the track as well as that of a TUDOR watch for each Formula 1 race season. This chronograph represents TUDOR’s relentless pursuit of mechanical performance. Carbon fibre is the ideal material for a racing chronograph because of its weight-saving advantages. Less weight equals more speed, and that speed can be accurately measured using Manufacture Calibre MT5813’s chronograph function in conjunction with the one-piece tachymetric bezel, which is also fashioned out of lightweight carbon fibre. Even the end-links that affix the hybrid strap to the case are rendered in carbon fibre—every little bit of weight shed counts. For a purely aesthetic touch, even the chronograph sub-counters as well as the date window surround are rendered in carbon fibre thanks to a layered dial construction, alternating brass discs and carbon fibre sheets. 

The aesthetic accents of the Black Bay Chrono “Carbon 26” directly pay homage to the Visa Cash App Racing Bulls team car, dubbed the VCARB 03. The striking yellow present on the engine cowling adorns the dial on the “Carbon 26”, lending it a high-speed look. Only 2,026 examples of the Black Bay Chronograph “Carbon 26” will be made, each individually numbered on the case back, paying homage to yet another important year in TUDOR’s ever-evolving motorsport history. 

The Spirit of Asphalt and Sea

Remaining faithful to the Black Bay aesthetic, the Black Bay Chrono model has made the famous “Snowflake” hands – a brand signature for divers’ watches since the 1960s – its own, in a version honed to ensure optimum readability on its domed “racing white” dial with two hollowed black sub-counters. Inspired by the first generation of TUDOR chronographs, the dial layout includes a 45-minute counter and a date aperture positioned at 6 o’clock. The recognisable characteristics of the Black Bay line – bevelled lugs and TUDOR rose-signed crown – are preserved in a carbon fibre case with a 42mm diameter. Typical of the scrupulous attention to detail that is characteristic of the brand, the design of the titanium pushers has been inspired by the very first generation of TUDOR chronographs. A fixed bezel in carbon fibre with a tachymetric scale completes the look and function of these sporty chronographs.

The Manufacture Chronograph Calibre MT5813

The Manufacture Chronograph Calibre MT5813, which powers the Black Bay Chrono model, displays hour, minute, second, chronograph and date functions. It has the finish typical of TUDOR Manufacture Calibres. Its rotor in tungsten monobloc is openwork and satin-brushed with sand-blasted details, and its bridges and mainplate have alternate sand-blasted and polished surfaces with laser decorations.

Boasting a 70-hour power reserve and a silicon balance spring, the Manufacture Chronograph Calibre MT5813 is certified by the Official Swiss Chronometer Testing Institute (COSC), with its performance exceeding the standards set by this independent institute. In fact, where COSC allows an average variation in the daily rate of an uncased movement of between -4/+6 seconds’ variation per day, TUDOR applies a -2/+4 seconds’ variation standard on the completely assembled watch. A high-performance movement, it was crafted in the purest watchmaking tradition, with a column wheel mechanism and vertical clutch. In keeping with the TUDOR philosophy of quality, it presents extraordinary robustness and reliability, guaranteed by the array of extreme tests applied to all TUDOR products.

Derived from the Manufacture Chronograph Calibre B01 from Breitling, with a high-precision regulating organ developed by TUDOR and exclusive finishes, this movement is the result of a lasting collaboration between the two brands, which have chosen to pool their expertise in the design and production of certain mechanical movements.

The Essence of Black Bay

Like other models in the Black Bay range, the Black Bay Chrono has adopted TUDOR’s characteristic angular hands known as “Snowflake” that first appeared in the brand’s 1969 catalogue. The result of a subtle blend of traditional aesthetics and contemporary watchmaking, the Black Bay line is far from simply being an identical rerelease of a classic. Resolutely anchored in the present, it brings together over 70 years of TUDOR divers’ watches. Whilst it is neo-vintage in conception, its manufacturing techniques and its robustness, reliability, durability and precision as well as the quality of its finish are above modern industry standards.