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Lenny Kravitz on his new album, his affinity for watches, and doing it all at 58

“I’m pretty good at doing a hundred things at one time”
By Josh Bozin


IN THE world of watches, it’s not uncommon for a brand to go big upon announcing a new global ambassador. Typically a megastar of significant public interest, the role of the global ambassador is to live and breathe the brand they are representing which, in turn, generates public interest, establishes awareness, and of course, supports the sales of watches.

But it’s rare that you’ll find one so in tune with a brand’s vision and ethos it makes you sit back and think wow, yeah, I totally get why that brand made that appointment — which is what makes Jaeger-LeCoultre’s unveiling of Lenny Kravitz, the multi-dimensional creative and artist, as their newest global ambassador all the more exciting.

“I’m really pleased to be working with Jaeger-LeCoultre. I’ve been an admirer of the company and of the Reverso for some time now,” Kravitz tells BAZAAR Australia/ New Zealand.

“I’ve always looked at [the Reverso] — wanted one, didn’t have one for some reason, never went and got one — but always admired it and was like, thinking, when will I get one of those? And then this opportunity came about. And as far as similarities, I think it’s about craftsmanship, it’s about art, it’s about classic-ness — it’s about design and function at its best, and those are the things that I feel that I am.”

Beyond being a natural fit for Jaeger-LeCoultre, he also happens to be a savvy watch collector with a curiosity for its craft, which Kravitz, now 58, says stems back to his early childhood.

It’s far more EXCITING to view an INDIVIDUAL, and somebody who’s DIFFERENT

“I think it started well before I even realised I had it in me,” explains Kravitz. “Really, it started with my father because he had these cool watches in the seventies that I loved to look at and hold and play with.

“My father was a journalist at NBC News and I was very lucky to find his watch in all of his things after he passed. And so I have his watch at my house and it’s sitting under a picture of my father wearing the watch at NBC. He’s on the phone, he’s got a suit and tie on and he’s wearing this watch and he’s talking to whomever, doing his business. So that means an awful lot to me, to have that piece of my father.”

The union between Kravitz and Jaeger-LeCoultre, a 189-year-old Swiss watch brand, might throw some off off guard at first, but let’s not forget: Watches and style go hand-in-hand. And this is Lenny Kravitz we’re talking about — did you see the man rocking his Reverso Classic Duoface Small Seconds paired with a Saint Laurent silk jumpsuit at this year’s Oscars? A man with an innate sense of style that’s both distinctive and individualistic, Kravitz will offer a fresh and unique perspective to the Reverso collection, symbolising that this watch collection is far from being a simple “classic dress watch” — there’s lots of fun to be had, it’s just about how you wear it.

“Beyond the function of a watch, style is very important — how it looks and the way it fits on your wrist. You have to really connect with it,” adds Kravitz.

Kravitz at the 2023 Oscars | GETTY

“My Jaeger-LeCoultre pieces feel like they have always been there — they blend with me and their style is absolutely timeless. You can really make these watches your own and when you want to change the mood, change the vibe — they always fit. It’s as if they become one with you.

“But being an individual is also important. That’s what stands out and that’s what makes you unique. So if you want to be any of those things, follow your voice. Follow the voice inside of you that’s telling you to do whatever it is — it’s far more exciting to view an individual, and somebody who’s different. That’s what stands out.”

Kravitz is one of those ‘once in a generation’ talents who really does seem to be able to do it all. One of the preeminent rock musicians of our time, the singer, songwriter, producer, multi-instrumentalist, actor, designer and photographer is the archetype of the modern Renaissance man. But moreover, Kravitz is an admirer of craftsmanship; fine things — nice things — that have a story to tell, but require “precision and skill” to come to life.

Much like the process of making music.

Five years following the release of his last record, Raise Vibration, Kravitz is putting the finishing touches on what will be his twelfth studio album. His new record, which he has spent the last three years working on, is an accumulation of what he describes quite simply as “life experiences”.

“The new album is a look back and a look forward — it’s a vibe of what I was doing before my first album, Let Love Rule, and it’s a reinterpretation of that time and celebrating a time that I never celebrated,” says Kravitz.

I intend to CLIMB until the climb is OVER

“My inspiration [for music] comes from life. Life is continually feeding my creativity. You take it in, it gets stored within your spirit, within your mind, your subconscious. And if you allow it to come out, it will come out,” he says.

Now adding “global watch ambassador” to his long list of accomplishments and accolades, one must wonder: How does Lenny Kravitz manage to do it all?

“I’m pretty good at doing a hundred things at one time,” he says. “I’ve always been like that, even as a kid. Playing all the instruments and doing all the stuff. Designing and photography and acting and architecture and whatever the hell it may be, I just like doing a lot of things at once, creatively.

“But there’s always a mountain to climb, every day brother, and that mountain is life. And I intend to climb until the climb is over. I wake up looking forward to new possibilities and new creations.”