Source: https://myreversostory.com/pieces-uniques/a-rose-for-emergency-reverso
Summary: Made for Charity campaign, Venice Film Festival. The following year’s chapter of the same partnership: a red rose in lacquer, its stem forming the word…
Updated: 2026-09-11
Publisher: My Reverso Story (https://myreversostory.com), an independent collector archive, not affiliated with Jaeger-LeCoultre.

Pièce Unique · 2012

# “A Rose for Emergency”

Made for Charity campaign, Venice Film Festival.

Red lacquer case-back

**Year**2012

**Craft**Red lacquer case-back

**Made for**Charity campaign, Venice Film Festival

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.

Source: Emergency Annual Report 2012; Jaeger-LeCoultre press materials, Aug 2012

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