Mastery is often built through the quiet hours of repetition, discipline and dedication. The philosophy lies at the heart of all forms of endeavour, and in this instance, watchmaking and music. Jaeger-LeCoultre’s longstanding The Hour Before campaign explores the unseen moments of individuals that precede a defining moment. JOSHUA, Jaeger-LeCoultre’s newly minted Friend of the House, takes his place under the spotlight in a moment of vulnerability as he offers a glimpse into his quiet moments before taking the stage. Instead of succumbing to nerves or the spectacle of the event, JOSHUA’s hour before is filled with stillness. “It’s a very quiet moment,” JOSHUA of K-pop group SEVENTEEN shares. “I try to centre myself and just clear my mind of everything and be present.”
While watchmaking and music are in their own distinct worlds, JOSHUA recognises the parallels between them. “Mastery and creativity aren’t achieved overnight,” he explains. “I feel the connection between watchmaking and music making is very similar. You just need to put dedication to it, and that takes time.” That sentiment echoes Jaeger-LeCoultre’s approach to watchmaking. Widely regarded as the “Watchmaker of Watchmakers” for its expertise, that title is earned through excellence achieved through the accumulation of dedication and discipline over the years.
A similar understanding of time and perseverance has shaped JOSHUA’s journey from his days in Los Angeles to taking the global stage with one of K-pop’s most successful music groups. When quizzed about what young JOSHUA would identify with in this current chapter, his response, while cliché, was proof patience and hard work will eventually bear fruit. “Dreams do come true. If you dream and you work hard and take that time and dedication, you can eventually achieve your dream.”
Apart from the newly launched Master Control Chronometre Perpetual Calendar, JOSHUA wears the Reverso throughout the campaign. Widely regarded as one of Jaeger-LeCoultre’s most enduring icons, the watch reflects JOSHUA’s qualities that have endeared him to fans around the world: authenticity, versatility and a quiet confidence that naturally commands attention.
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