American Marketer


Jaeger-LeCoultre continues far-ranging support of film

August 28, 2014

Chinese actress Zhao Wei Chinese actress Zhao Wei


Swiss watchmaker Jaeger-LeCoultre is burnishing its film credentials with its latest support of the the 71st Venice International Film Festival through Sept. 6.

The brand also has plans to support the 39th Toronto International Film Festival Sept. 4-14. As Jaeger-LeCoultre firmly settles itself in the world of film, it aims to involve fans along the way through social media.


Jaeger-LeCoultre aims to support film throughout the world. The brand support festivals in Shanghai, Venice, New York, San Sebastián, Spain, Abu Dhabi and Toronto, among other places.

During these events the watchmaker takes ample photos to share with fans on social media, keeping an eye for its own products on the wrists of attendees.

Of course, since the brand has been tied to the cinema world for more than a decade, it has established many connections, and those involved in the industry may associate the watchmaker with film.

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Actress Sarah Gordon wearing Jaeger-LeCoultre at Venice Film Festival

Since movie stars have huge followings, this alignment acts as an effective way to cultivate brand ambassadors.

For instance, the brand just gave American actor James Franco, who has an enormous following, its "Glory to the Filmmaker" award for 2014. The brand acknowledged Mr. Franco's versatile and continually evolving status in film when presenting the award.

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Jaeger-LeCoultre "Glory to the Filmmaker" timepiece

More information about the brand's film commitments can be found here.