And so the lofty come down to earth. From May 10 to 19 the venerable Jaeger-LeCoultre, famed for its mechanical movements and two-sided Reverso watch, plans on tapping the wider audience that throng Sydney’s Martin Place every day.

The idea is to acquaint visitors with the brand’s 190 years of creativity and expertise, the temporary structure arranged to offer an ‘immersive and hands-on’ experience with videos, displays and demonstrations with an inviting finale: a hit of coffee and Swiss chocolate in a dedicated 1931 Café pop-up, that being the year the Reverso debuted.