In my
quest to bring to the TimeZone audience more and more
interesting
examples of limited Edition watches, I stumbled upon a
watch that
almost defies the commercial aspect of a limited edition
watch:
The Jaeger LeCoultre Batman Forever Reverso. Only 35
pieces
were produced by JLC , 30 in steel and 5 in 18kt Yellow
gold,
each individually numbered. The original watch was actually
a
stock production piece: The Grand Taille Reverso
with
the Batman logo engraved and enameled on the solid case of
the watch
head.
This unique watch was
produced in the mid 1990's, in conjunction
with the production and
release of the hit movie " Batman
Forever", starring
Val Kilmer as Batman, and directed
by Joel Schumacher.
The watch was originally "product
placed" in the movie by
Jaeger LeCoultre as Batman's personal
watch (Val Kilmer), so that the
Batman logo could only be seen
when Bruce Wayne turned into Batman
and "reversed" the
watch, revealing the Batman
logo.
The interesting story is that the idea for the Limited edition watch was brought to Jaeger by a product placement agency while the movie was already in production. Since Jaeger LeCoultre did not have a licensing agreement with Warner Bros, who produced and distributed the movie, JLC was not allowed to profit from the sale of any of the watches. The arrangement with Warner Bros. was that JLC could produce the watch, but never profit financially from direct sales. Thus the watches were used for various national promotions, as well as auction items at fund raisers and charity events. Also, of the 35 pieces produced, only 13 were actually distributed in the USA. Several of the watches were given as prizes in a National sweepstakes as part of the promotional campaign for the film . You could enter this contest through full page ads in USA Today and People Magazine, by sending in an entry blank answering the question:
JLC Reverso and
Batman, 2 living legends together Forever, both
created in the same
decade: name the decade.
The
winners were chosen by a drawing.
The response to these watches was overwhelming, and
even today
Jaeger gets frequent calls as to the availability of this
limited
edition series from collectors as well as movie buffs. Of
course
there are none for sale from JLC, and the exact whereabouts
of
the watches,once distributed, is virtually unknown (although
I
have seen one for sale at a prominent auction house a few
years
back). The only watches that Jaeger is positively aware of
are
the two in Jaeger's possession that were held back by the
company.
One of these will always be kept in JLC's permanent
collection,
which goes on tour each year. Last Christmas, this watch
was on
display at the Tourneau Time Machine on 57th Street in New
York
City, as part of Jaeger's traveling exhibition entitled:
"Reverso
'Gran Sport. A New Art of Living". The second
watch in Jaeger's
possession is still a mystery, perhaps it may be
auctioned off
at some future fund raising event.
Here is the breakdown for the US.
35 Pieces
were made, 13 of which were distributed in the
U.S.:
US distribution is as
follows:
1. 18K Case #1
Val Kilmer, star of the Batman Forever Movie
2. 18K Case #4
Produced for Warner Brothers Museum
3. Stainless Steel Case #1
Joel Schumacher, Director of Batman
Forever
4. SS Case #11 Natl.
Sweepstakes winner, Emerson Leon Bone
5. SS Case #21 Natl.
Sweepstakes winner, Joan D. Meyers
6. SS Case #29 Natl.
Sweepstakes winner, Patricia Ann Kerrigan
7. SS Case #14 New York
Screening of the Movie(In conjunction
with Tourneau)
8. SS Case
#6 LA Screening of the Movie (In conjunction with
Traditional
Jewelers)
9. SS Case #16 Silent Auction to benefit
California Special Olympics
10. SS Case #4 Auction to benefit in
the fight against AIDS
11. SS Case #10 Carousel Ball 1998, Silent
Auction
12. SS Case#26 Jaeger LeCoultre Museum
13. SS Case
#27 (J-LC has not decided what will be done with
it)
The Batman Forever Reverso has all the right ingredients for a true collectible with high potential for appreciation in value. I remember 2 years ago, one of these was offered to me by one of the National sweepstakes winner for $18,000 ( which I passed on). These watches even have potential to have certain numbers in the edition exceed the value of others. For example I would think that Val Kilmer's 18kt gold case #1, would be the most sought after and hence the most valuable. And probably, Joel Schumacher's, the film's director, would fetch a much higher price than others in steel. The appeal for these limited edition watches is different than for a Limited edition Complication watch, in that the prospective acquirer could be a watch enthusiast, a Jaeger Reverso Collector, a Movie Buff, or just a fanatic Batman memorabilia collector, similar to a Star Trek fan, or a Superman buff.
It must be pointed out
that the watch was a stock piece that was
customized by the JLC
factory engravers. Thus, you could literally
reproduce this watch by
buying a stock Reverso Steel Grand Taille,
which sold for $4250 in
the mid 1990's, and have a qualified engraver
reproduce the Batman
logo and enamel it for under $1,000. But,
as a signed Limited edition
collectible this watch could be worth
3 to 4 times that value
depending on the medium of sale and who
owned or wore the
watch.
My question is: Where
are the 20 or so watches that aren't accounted
for?? Who's hoarding
them, and will they eventually come up for
sale at auction
again???
Hope you've enjoyed this article.
If you'd like to read
other articles from this series on Limited
edition Watches. Click
here.
Richard
Paige
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