American Marketer


Jaeger-LeCoultre fetes anniversary with Venice Film Festival partnership

August 22, 2013


Swiss watchmaker Jaeger-LeCoultre is targeting timepiece enthusiasts and film lovers through its partnership with the Venice Film Festival where the brand will present its Jubilee timepiece collection and a filmmaker award.

The timepiece brand returns to the Venice Film Festival, Aug. 28-Sept.7, for its ninth consecutive year as it celebrates its 180th anniversary. Brands that incorporate anniversaries with larger events can attract brand enthusiasts through programming and special products.

"Jaeger-LeCoultre’s presence at this prestigious event aligns the brand with the artisans of another craft in front of those who understand the art, said Chris Ramey, president of Affluent Insights, Miami, FL.

"Any association with Venice, regardless of the event, is positive - the film festival will be no different, he said. “The fabrics of art and luxury are intertwined and art and luxury meet at the intersection of values, understanding and capacity.”

“By mirroring the value of the tribe your sponsorship demons you belong and that your values mirror those in attendance."

Chris Ramey is not affiliated with Jaeger-LeCoultre or the Venice Film Festival, but agreed to comment as an industry expert.

Jaeger-LeCoultre and the Venice Film Festival were unable to comment directly.

A moment in time
To showcase its support of the 70th annual Venice Film Festival organized by the Biennale di Venezia, Jaeger-LeCoultre has created a personalized Reverso timepiece to be awarded to winners at the festival.

Venice Film Festival red carpet

The winners of the Leone D’Oro award for best film and the Coppa Volpi award for best actress and actor of the year will receive the exclusive timepiece.

The handcrafted timepiece features a lacquered engraved lion, the symbol of Venice as well as “70. Mostra” inscribed on the reverse casing commemorating the 70th anniversary of the film festival.

Reverso timepiece for the Venice Film Festival

In addition to the timepieces awarded for excellence in film, Jaeger-LeCoultre will present its own award, the Glory of the Filmmaker Award, to an individual who has brought innovation to the film industry.

Past recipients include actor Takeshi Kitano, actors Angès Varda and Abbas Kirostami, actor Sylvester Stallone, director Mani Ratnam, actor Al Pacino and director Spike Lee.

During the festival, Jaeger-LeCoultre will continue its ongoing philanthropic initiative with Emergency, a humanitarian association.

The exclusive dinner event, held on Aug. 29, will raise funds for the “Jaeger-LeCoultre for Emergency: It’s time to help Sierra Leone” project.

To celebrate its brand history, Jaeger-LeCoultre will present its three-piece Jubilee collection commemorating its 180th anniversary.

The Master Grande Tradition Tourbillon Cylindrique à Quantième Perpétuel Jubilee is equipped with the new Jaeger-LeCoultre’s 985 automatic movement and features a perpetual calendar, a platinum case and sapphire crystal glass casing and is the first model to combine a flying tourbillon with a cylindrical balance-spring.

Master Grande Tradition Tourbillon Cylindrique à Quantième Perpétuel Jubilee

The timepiece is issued in a limited series of 180 to further echo the brand’s landmark.

Jaeger-LeCoultre highlights the Master Grande Tradition Tourbillon Cylindrique’s mechanical features in a social video found on its Facebook page.

Master Grande Tradition Tourbillon Cylindrique à Quantième Perpétuel Jubilee

The Jubilee collection also includes the Master Ultra Thin Jubilee and the Master Grande Tradition Gyrotourbillon 3 Jubilee in which only 85 were created.

Partner in arms
Watchmakers are likely to benefit from events that present an opportunity to craft honorary timepieces that exude skill.

For instance, Jaeger-LeCoultre targeted affluent equestrian and sport horse enthusiasts through a two-year partnership with the World Breeding Federation of Sport Horses.

The watchmaker will support the work and activities of the federation, which is the only international federation of studbooks for sport horses in the world. Jaeger-LeCoultre is personalizing this year’s Reverso collection watches to celebrate the partnership (see story).

In addition, Richemont-owned Piaget celebrated its sixth year of sponsoring the United States Polo Association Gold Cup and its status as the official timekeeper of the International Polo Club in Palm Beach, FL, with a new timepiece.

The new Polo FortyFive Black was released as a celebration of the Gold Cup sponsorship and the 10th anniversary of the International Polo Club in Palm Beach. This watch added on to Piaget’s established collection of polo watches (see story).

Brand's that release exclusive items for partnered events are likely to become consumer keepsakes.

"The question is who ‘gets it’ and who has the capacity to buy it?," said Mr. Ramey.

"The answer is likely to be those in attendance at the Venice Film Festival," he said. "Clients on vacation tend to spend more money so the Venice Film Festival is an appropriate outlet for Jaeger-LeCoultre.

"The brand’s exclusive products will always be a reflection of the buyer’s experience at the film festival."

Final Take
Jen King, editorial assistant on Luxury Daily, New York