Jaeger-LeCoultre’s connection to World Expo 2020

16th Jan 2014 – Rivoli Group

Jaeger-LeCoultre commissioned Ali Omar Ermes to create ‘The Expo painting’ named Tawasul Al-Himam – ‘The Continuum of Resolve’.

The Great Exhibition, held in London in 1851, inaugurated World Expos as the hallmark events of a world aspiring to strengthen its connections, celebrate its cultural diversity and marvel at its technological wonders. Today, World Expos remain a key meeting point for the global community to share innovations and make progress on issues of international importance such as the global economy, sustainable development and improved quality of life for the world’s population.

Jaeger-LeCoultre has a long history with World Expo dating back to the inaugural Expo in London in 1851 and as such, a deep-rooted connection to Dubai’s bid as host city.

Connecting minds at the Manufacture is key; creating the future with the spirit of invention is one of our foundations; and most importantly Jaeger-LeCoultre has a history with the World Expo of the 19th Century where Antoine LeCoultre and his descendants won three recognitions (1851, 1889 and 1900).

To further demonstrate Jaeger-LeCoultre’s connection to the bid, the master watchmaker commissioned Ali Omar Ermes to create ‘The Expo painting’ named Tawasul Al-Himam – ‘The Continuum of Resolve’. Ali Omar Ermes, an artist internationally renowned for his paintings based on Arabic literature and letterforms, visited the Jaeger-LeCoultre manufacturing workshops, testifying to 180 years of continuous development on a single site and the unique integration of all skills under one roof.

The painting translates the spirit of Dubai Expo 2020 through the Arabic letter ت (or taa), which refers to “Tawasul” (or “continuity”) and gives voice to the unshakable resolve of special people and nations, who contribute to a better future for human civilisation, who pursue their vision and make the right decisions at the right time at the right place by connecting people. Part of the inspiration of Ali Omar Ermes came from his visit to Manufacture Jaeger-LeCoultre as he expressed: “another important element is the reference to a precise ‘moment in time’ when everything comes together, and this was mainly inspired by a visit to the Jaeger-LeCoultre manufacturing headquarter in Le Sentier in Switzerland.”

The work was commissioned by both master watchmaker Jaeger LeCoultre Middle East, together with media company Touchline, to celebrate Dubai, UAE’s bid to host the World Expo in 2020.

The theme of Dubai “Connecting minds, Creating the future” corresponds perfectly with the values of Jaeger-LeCoultre. As Dubai does, Jaeger-LeCoultre connects all talents in a single place: back in 1866, Antoine LeCoultre created the first full-fledged manufacturer. As Dubai does, Jaeger-LeCoultre reinvents the future: since 1833, Jaeger-LeCoultre has not only registered more patents and created more calibers than any other watchmaking company but it has paved the road for precision watchmaking, winning three major awards at three different World Expos over the course of the late 19th Century. We are proud today to re-assert our support to the future of Dubai, symbolised by the great painting of Ali Omar Ermes, ‘Tawasul Al-Himam’ (The Continuum of Resolve)Renaud Pretet, Middle East Brand Director

‘Connecting Minds, Creating the Future’ is the title of the country’s Expo, with a focus on mobility, sustainability and opportunity. The painting brings these themes to life, celebrates the role of great and visionary leaders, and highlights this project as the UAE’s ‘moment in time’ to make a difference for the world.

The painting was presented to His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline & Group and Chairman of Dubai, UAE’s Higher Committee to host the World Expo in 2020, on October 21 2013 and the project was initiated with the support and encouragement of Her Excellency Reem Al Hashimy, the UAE Minister of State, and Managing Director of the Higher Committee.

‘The Expo painting’ went on view at Dubai, UAE’s Expo Theme Symposium on October 22, where the country welcomed Expo delegates and guests from around the globe to see and hear more about the ambitious plans for the World Expo in Dubai in 2020.

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