Glashütte's Senator Excellence Perpetual Calendar as seen in the Berlinale 2018 countdown. Image credit: Glashütte
German watchmaker Glashütte Original is traveling the globe to seek out recognizable destinations from iconic films.
On Dec. 27, Glashütte began a 50-day countdown to build up anticipation from the annual Berlin International Film Festival, or Berlinale, Feb. 15-25, 2018. Glashütte’s countdown on its Instagram creates a conversation between its watches and the horologist’s role as an official partner of Berlinale.
Counting down
While countdowns are relatively common on social media, Glashütte sought to include relevant content that represents the brand’s timepieces and film.
In its first post of the countdown, Glashütte explains that as the film festival’s official partner it would be sending its watches to the “most iconic movie sets in the most inspiring movie capitals.”
Glashütte’s first stop is in New York. For its imagery, Glashütte recreated a scene from “Serendipity,” film in New York’s Central Park, a crucial setting in countless movies.
In the Serendipity-inspired image, Glashütte included its Senator Excellence Perpetual Calendar men’s watch.
On Day 2, Glashütte continued its New York tour by heading to Times Square. In its caption, Glashütte says, “Here at Times Square days go on and on as we know from ‘Taxi Driver.’” The Taxi Driver-inspired post shows Glashütte’s Seventies Chronograph Panorama Date.
Glashütte will continue counting down to Berlinale’s opening on Feb. 15, 2018.
Earlier in 2017, Glashütte marked its seventh year of partnership with the Berlinale by establishing and funding a new documentary prize.
For the first time, Glashütte was the principal partner of the Berlinale 2017. For the 67th edition of the festival, Glashütte increased its presence, enabling it to make an impact on both movie fans and those within the film industry (see story).