A few years ago this would have never been something a high-end conservative watch brand like Jaeger-LeCoultre would have dreamed of doing. Traditionally, services like watch customization and personalization were to be done in a chic boutique with an authorized dealer over a glass of champagne and cookies. Now that model has changed and brands realize that people want to shop at home online.

The iconic Jaeger-LeCoultre Reverso has a case that flips around to reveal a solid caseback – offering a perfect palette for personalization. The new allows customers to pick a watch and create any number of custom engravings and art on the back of a Reverso watch. This includes a large number of pre-selected options, as well as truly customizable engravings and enamel work. Options include having initials, a special message, coat of arms, imagery, or anything else that fits on the space. You can even have precious stones set in the back of the watch case.

The website uses a Flash based application for navigation and is rather straight forward. Really a fun thing to play around with and choose your ideal personalized Jaeger-LeCoultre Reverso watch.