THE HOUR BEFORE: A QUIET STRATEGY OF GROWTH “The Hour Before” with Kim Woo Bin is a positioning tool for Jaeger-LeCoultre, not a standalone project. It reframes the Reverso for a younger, image-conscious audience without altering the product. Instead of traditional heritage messaging, the brand shifts toward mood, restraint, and personal control. Time is presented less as measurement and more as internal discipline. Kim Woo Bin functions as a market-facing ambassador, reinforcing the Reverso’s association with understated luxury across Asian markets, where this positioning continues to grow. Overall, Jaeger-LeCoultre is not expanding through scale but through precision: fewer narratives, tighter imagery, stronger alignment between product and identity. The campaign itself adds nothing new — it refines perception. Brand Ambassador: Kim Woo Bin ____kimwoobin Brand: Jaeger LeCoultre jaegerlecoultre Editor of article: Sure Korea surekorea Photography by: Roster _roster__ ISSUE: May ...