Jaeger-Lecoultre Presents ‘Walk into the Dawn', a Beautiful New Campaign Starring Anya Taylor-Joy

Celebrating femininity, Jaeger-LeCoultre's new ‘Walk into the Dawn' campaign features Anya Taylor-Joy in a dreamlike ode to the Rendez-Vous Dazzling Shooting Star. Walking into the dawn elicits the steps that bring us closer to realising our dreams – the dreams that we may wish upon a shooting star.

In an evocative new video and series of photographs, Anya tells a story without words, in a dance sequence of lightness, elegance and swirling movement that echoes the flight-path of the shooting star across the dial of the watch. 

Dancing comes naturally to Anya, who trained as a ballerina and has danced in several of her film roles, as in Last Night in Soho and The Queen's Gambit. Much more than a professional skill, dancing is an essential part of her life, she says: “The first thing I do every morning is dance – crazy dancing in my bedroom or kitchen. It makes my spirits soar and sets me up for the day. When I'm dancing is when I feel most alive to all of life's possibilities.”

‘Walk into the Dawn' evokes these possibilities. Fluid and strong, Anya's movements reflect her personal aesthetic – sleek and sophisticated, characterful and versatile, reminiscent of the timepiece that she wraps around her wrist. 

“The Rendez-Vous Dazzling Shooting Star is a miniature work of art for the wrist,” says Anya. “The shooting star on the dial is incredibly romantic and the sparkling blue dial and circles of diamonds make it very glamorous – and yet I see it as a watch that could be a genuine ally for my daily life, from morning until evening, counting out the beats of the day.”

Introduced at Watches & Wonders in 2022, the Rendez-Vous Dazzling Shooting Star was inspired by the wonders of the night sky. Intrigued by the ephemeral beauty of shooting stars, Jaeger-LeCoultre's watchmakers decided to capture this rare celestial phenomenon in a timepiece. Harnessing their unwavering commitment to creativity – a value shared with our brand ambassador in her acting career – they invented an entirely new mechanism that makes a star shoot across the dial at random intervals, just as real shooting stars streak across the heavens. Enhancing the effect, a sparkling blue aventurine dial is surrounded by a ring of claw-set diamonds – the signature of the Rendez-Vous Dazzling line.