Jaeger-LeCoultre's Cinema Journey
- honghuini
- Nov 26, 2021
- 2 min read
Updated: Nov 29, 2021
Where there is a movie, there is a Jaeger-LeCoultre.
Jaeger LeCoultre official gala dinner for Shanghai International Film Festival
Shanghai, China
For decades, Jaeger-LeCoultre is known for its dedication to the movie industry. The watchmaker has not only been working together with the most prestigious film festivals including Venice International Film Festival and Shanghai International Film Festival but also collaborating with movie productions on screens.
Among Jaeger-LeCoultre's many collections, the Reverso collection is like a film actor, constantly living a "double" life between real life and fantasy film.
Many filmmakers have taken a liking to the Jaeger-LeCoultre Reverso, not only off-screen but also in front of the big screen.
In 1955, the Jaeger-LeCoultre reverso made its first appearance on the big screen in the film "Above Us the Waves", in which the main character Fraser wears a Reverso.
In 1995, the Jaeger-LeCoultre Reverso made a splash in the science fiction film "Batman Forever" by turning the watch from its former timepiece function to a smart device with video capabilities. What's more, it was so easy to conceal that it was practically a secret agent's tool. Since then, Jaeger-LeCoultre Reverso has been associated with the Batman film series, and Reverso has also launched a Batman commemorative watch to pay tribute to this 20-year association.
In 1999, movie "The Thomas Crown Affair", Jaeger LeCoultre Reverso Duo
In 2005, Batman film series "Batman Begins", Jaeger LeCoultre Reverso
Jaeger-LeCoultre's Reverso watches are like films, where one film ends just so that the next can begin better.
As well as filmmakers bringing Jaeger-LeCoultre reverso watches to the public's attention in a variety of genres, Jaeger-LeCoultre is also one of the main behind-the-scenes collaborators in many film productions.
Jaeger-LeCoultre has been an official partner of the Shanghai International Film Festival since 2011 and organises the charity auction gala every year to support the restoration of old Chinese films.
As one of the official partners of the Shanghai International Film Festival, Jaeger-LeCoultre's efforts in film are not only present in the moments when the stars step onto the red carpet, but also contribute deeply to the review and development of the film industry.
Preserving film heritage
Jaeger-LeCoultre has long been committed to preserving and supporting the art of cinema.
Over the nine years of its partnership with the Shanghai International Film Festival, Jaeger-LeCoultre has financed the restoration of 13 films. From "River Runs East" and "Two Stage Sisters", to "A Hero's Life" and "Endless Love", to "Out of the Window" and "The Painted Soul" etc, the restorations include many classics that rarely make it to the big screen today.
In 2019, Jaeger-LeCoultre presented during the Shanghai Film Festival a 4K restoration of the film "Flowers on the Sea", which tells the story of Shanghai in the 1880s. Its rich and delicate emotional atmosphere, with its tense dialogue, colourful design and amber tones and light, is captured by the camera of master cinematographer Li Pingbin, a contribution to the world of cinema by director Hou Hsiao-hsien A classic.
Partnerships - Restoration process of the Chinese drama «Two Stage Sisters» by Jaeger-LeCoultre
Jaeger-LeCoultre wants to raise public awareness of the importance of preserving and passing on Chinese cultural heritage, and to contribute to the heritage of classic Chinese cinema.
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