“A Rose for Emergency”

The following year’s chapter of the same partnership: a red rose in lacquer, its stem forming the word “for” as it runs toward Emergency’s circled-E emblem — “A Rose for Emergency,” spelled out entirely in one image, with no maison or festival branding anywhere on the case-back. Made for the 69th Venice Film Festival in support of Emergency’s maternity centre in Anabah, Afghanistan, surrounded by the rose garden that gave the campaign its symbol; actress Cristiana Capotondi, the project’s patron, visited the centre that July. Jaeger-LeCoultre funded the centre for the length of the festival, timed to the roughly ten births a day the centre was seeing — over 100 expected across the festival’s run. Men’s and women’s Grande Reverso Ultra Thin versions were made; Emergency’s 2012 annual report confirms two were donated by Jaeger-LeCoultre and later sold at auction, with proceeds going entirely to the Anabah centre.