“Opens a whole new world”
at the 18th Shanghai International Film Festival
[Shanghai, June 13th 2015] Jaeger-LeCoultre, official partner to the Shanghai International Film Festival since 2011, today launched “Open a whole new world”, a new communication campaign designed to broaden the brand’s horizons, at the grand opening ceremony of the 18th edition of the festival in Shanghai. As part of the celebrations, two new pieces from the brand’s Rendez-Vous Ivy collection were also launched at a press conference held by Jaeger-LeCoultre at the China Art Museum and followed by a grand gala dinner, while an opening cocktail party for the film festival was held at the Shanghai Expo Centre. Talents, including Zhao Wei and Carmen Chaplin, who serve as brand ambassadors for Jaeger-LeCoultre, as well as Liu Tao, Tian Yuan, Tiffany Tang, Yang Zishan, Joe Chen, Shawn Dou,Qin Hao,Peter Ho, Laure Shang, gathered together to support the history and development of the film arts.
Firmly committed to its unending quest for excellence and driven by a unique inventive spirit, Jaeger-LeCoultre holds filmmaking, which it considers highly reminiscent of watchmaking, in high esteem. Throughout its five-year relationship with the Shanghai International Film Festival, the brand has amply demonstrated its support for the appreciation and preservation of film, and in particular its commitment to the “Project to Restore China’s Classic Films” through public auctions, with fruitful results.
Building on an ongoing partnership to “Open a whole new world” in 2015
Within this framework, over these past five years, the partnership has restored ten classic films with excellent results. In 2015, Jaeger-LeCoultre expects to open a whole new world for the film arts with the Shanghai International Film Festival, starting with plans to restore director Tung-Shing Yee’s classic work, C’est la vie, Mon Chéri, the magnum opus of renowned Hong Kong director Tung-Shing Yee. Produced in 1993, the film tells the love story of Kit (Lau Ching-Wan), a struggling jazz musician, and Min (Anita Yuen), who is diagnosed with bone cancer. The well-crafted film and mature casting made it a classic that moved countless viewers.
Commenting, Daniel Riedo, CEO, Jaeger-LeCoultre, said, “Film restoration is a precise, meticulous and passionately driven endeavour. Due to this, Jaeger-LeCoultre has found shared values and a common mission with the world of cinema, in which every second bears the imprint of a moment of eternity. Against this background, we are especially proud of our joint commitment to the restoration of Chinese classic movies.”
A true reflection of its activities in the world of film, the brand’s new communication campaign, “Open a whole new world” reveals the true essence of Jaeger-LeCoultre through the unfolding of an imaginary world in which the product is no longer viewed as the culmination of a process, but rather as the beginning of a series of inspirational stories. Watches serve as the prelude to this and outline the contours of a whole new world. “Open a whole new world” should be seen as an invitation to connect with an audience of men and women brought together by a certain way of life and united by a passion for beauty, so as to jointly explore the mystery of watches and usher in the new world. Jaeger-LeCoultre hopes to elicit a sense of wonder and kinship among the men and women who discover watches through the campaign, transforming them into an antidote to conformity and an expression of craftsmanship, thereby opening the door to an unexpected world where living is an art, and being represents a form of intelligence.
A constellation of stars at Jaeger-LeCoultre Charity Dinner
Attended by stars and celebrities from home and abroad brought together by their love for Chinese film, the annual gala dinner held by Jaeger-LeCoultre aims to raise funds for the “Project to Restore China’s Classic Films”.
This year, the guest list was even more brilliant than usual, with Zhao Wei and Carmen Chaplin, brand ambassadors of Jaeger-LeCoultre, attending the dinner in attendance. Resolute, gentle and elegant, these brilliant women love art and have a sincere approach to life, challenging themselves in their both their careers and private lives, and perfectly representing the message behind the “Open a whole new world” campaign. The dinner was also attended by a number of film stars, singers, trendsetters and cultural key opinion leaders, including Liu Tao, Tian Yuan, Tiffany Tang, Joe Chen, Yang Zishan, Yuan Shanshan, Liu Yan, Xiong Naijin, Shawn Dou, Qin Hao, Peter Ho, Laure Shang, Tanya Chua, Bonnie Chen, Cao Difei, Chen Ran, Wei Lai, Qu Guangci.
Held at the very heart of the Shanghai Expo, the dinner was designed to pay tribute to meaningful milestones in the history of the Maison. These include a Gold Medal received at the very first World Expo in London in 1851, followed by an appointment as a member of the jury at the Paris World Expo 1900. This date is an important one in watchmaking, as it signaled the shift from previously dominant English watchmaking to the modern domination of Swiss watchmaking. It is thus especially significant, that Jaeger-LeCoultre once again has a close connection with the World Expo.
A unique piece in the form of a special edition of a “Rendez-vous Moon”, designed exclusively for the occasion, was donated by Jaeger-LeCoultre to be auctioned at the dinner, with the intention of representing Jaeger-LeCoultre’s respect for the history of Chinese film and gratitude for the continuous support of friends. World-renowned fine arts auction house Christie's presided over the auction from which all proceeds will be used for the “Project to Restore China’s Classic Films.”
Rendez-Vous Ivy: The Eternal Beauty of Watchmaking
Jaeger-LeCoultre’s Rendez-Vous Ivy collection is truly unique, with every watch benefiting from an integration of three elements: classic aesthetics, a mechanical calibre equipped with one or more complications, and Métiers Rares® (Rare Handcrafts), bringing their own particular touch of grace. With its leaves that never fade, it exudes a special vitality, making it the very embodiment of eternity in many cultural fields. Little by little, its longevity has come to be associated with the kind of love that remains indestructible in the face of adversity. Unchangingly, ivy transcends the ages with rare endurance.
The press conference at the opening of the Shanghai International Film Festival saw the new Rendez-Vous Ivy Secret and Rendez-Vous Ivy Tourbillon worn by Zhao Wei and Carmen Chaplin. Both pieces are so unique that they embody different personalities while combining a clever, user-friendly complication with exquisitely delicate, subtle craftsmanship, and are sure to suffuse whoever wears them with a truly radiant glow, as they did for the two ambassadors on this glittering occasion.
Since its founding in 1833, the Manufacture has been a bold protagonist in the field of Haute Horlogerie. The keyless watch, silent regulators for repeater watches, Calibre 101 weighing barely one gram, the iconic Reverso, as well as unprecedented concepts such as the Dual-Wing, all contribute to the wealth of the Jaeger-LeCoultre heritage. The 1,249 mechanical calibres developed and the 413 registered patents illustrate the creative passion that continually drives the men and women of the Manufacture.
Heirs to the inventive spirit of the Manufacture’s founder, Antoine LeCoultre, today’s in-house artisans pool their expertise so as to delight and enthral devotees of beautiful objects. The unique story of each Jaeger-LeCoultre watch begins in the Vallée de Joux workshops and comes to vibrant life on the wrist of the men and women who wear it and make it their own.