Jaeger-LeCoultre digs deeper with ‘The Hour Before’ doc series

November 25, 2025

The company is granting a look behind the curtain of notable, internationally recognizable celebrities. Image credit: Jaeger-LeCoultre

By Zach James

Swiss watchmaker Jaeger-LeCoultre is embarking on a new, episodic marketing initiative.

Titled “The Hour Before,” the campaign aims to capture renowned multi-disciplinary talents and their chosen timepieces through a raw, unfiltered lens. Each release will focus on a different house ambassador or friend of the brand, with each star ruminating on their journey to success and their connections to high-end craft.

A closer look
English actor and global brand ambassador Nicholas Hoult is the focus of the debut episode.

The release takes on a new format, spanning multiple social media posts rather than a central film or image. Each log, referred to as a “micro-reportage,” serves as a conversation between the spotlighted talent and themselves, as they dwell on important moments in their careers, dedication to their respective crafts and creative tests, among other introspective topics.

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Mr. Hoult’s entry sees the acclaimed actor, best known for his roles in films such as Superman, Nosferatu and The Menu, reflect on his creative approach to acting, with a specific focus placed on creating unexpected performances unlike those audiences have seen from those portraying similar roles.

“For me, The Hour Before is about stillness and being present,”

“It's about calming my brain and myself, so, hopefully, I’m overcome by an intense focus and don’t feel overwhelmed by the moment,” he said. “It's a quietness where I know I've done the work and the preparation so that I can be still and present in the moment.”

Perspective is at the core of The Hour Before, with these intimate looks at various talents aimed at deepening ties between the brand’s signatures and representatives. Image credit: Jaeger-LeCoultre

The actor’s episode is accompanied by various stills, with some showcasing him in a modern, warmly-lit lounge area, while others resemble classical luxury campaign photography captured in front of a taupe backdrop. Each displays his range of Reverso Tribute watch models.

In the coming weeks and months, the horology label will release more entries in the documentary-style series, with talents from the sports, film and music industries, among other creative fields, set to appear.

Making moves
Jaeger-LeCoultre is far from the only luxury timepiece brand leaning on the bankable nature of celebrity through recent marketing placements.

Last week, to celebrate the roll-out of the fourth-generation Seamaster Planet Ocean collection, fellow Swiss watchmaker announced the appointment of American actor Glen Powell as its latest brand ambassador, alongside a new philanthropic effort (see story).

Mr. Hoult has represented Jaeger-LeCoultre for several years. Image credit: Jaeger-LeCoultre

The impending holiday rush has given other industry operators the go-ahead to enlist well-known faces for their festive marketing pushes.

In recent days, American jewelers Tiffany & Co. (see story) and David Yurman (see story) have released their holiday 2025 campaigns, starring actresses Anya Taylor-Joy and Eiza González, respectively.

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Jaeger-LeCoultre digs deeper with ‘The Hour Before’ doc series

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