Watch brand taps clas­sic movies

China Daily (Hong Kong) - - LIFE - By SUN YUANQING sun­yuan­qing@ chi­nadaily.com.cn

At a time when lux­ury brands are reach­ing out to the young and fash­ion­able, some are fo­cus­ing on clas­sic mo­tion pic­tures.

As a ma­jor spon­sor of the Shang­hai In­ter­na­tional Film Fes­ti­val, the Swiss lux­ury watch brand Jaeger-LeCoul­tre has been work­ing with the Shang­hai In­ter­na­tional Film Fes­ti­val since 2011.

It has been fund­ing a restora­tion project of clas­sic Chi­nese movies, work­ing with L’Im­mag­ine Ritrovata, a film restora­tion lab­o­ra­tory in Italy that uses both tra­di­tional and mod­ern 4K tech­nol­ogy to re­store old films.

So far it has re­stored more than 10 clas­sic Chi­nese films, in­clud­ing The River Flows to the East, Eight Thou­sand Li of Cloud and Moon, Cross­roads, Stage Sis­ters A Bet­ter Tomorrow.

This time, it show­cased Out­side the Win­dow, a clas­sic ro­mance from 1973 star­ring Brigitte Lin. And, next it is go­ing to re­store A Soul Haunted by Paint­ing, a 1994 movie that fea­tures Gong Li as the hero­ine and marks the big screen de­but of Zhao Wei, the brand am­bas­sador of Jaeger-LeCoul­tre.

The brand also contributed a one-piece-only model of the Ren­dez-Vous Moon watch, which was auc­tioned for the fund­ing of the film restora­tion project.

Like many lux­ury brands that started to work with mil­len­nial celebri­ties in a bid to reach out to the younger gen­er­a­tion, Jaeger-LeCoul­tre chose young Chi­nese ac­tor Jing Bo­ran as “friend of the brand” last year.

“His im­age, un­der­stand­ing of things and out­stand­ing taste co­in­cide with Jaeger-LeCoul­tre. At the same time, his youth­ful, vi­brant and el­e­gant fig­ure brings us more at­ten­tion from younger con­sumers,” says Guil­lain Maspetiol, man­ag­ing di­rec­tor of Jaeger-LeCoul­tre North Asia.

“We hope to keep in touch with Chi­nese cus­tomers and cul­ti­vate their af­fec­tion for our brand.”

The Chi­nese are the most im­por­tant clients of Jaeger-LeCoul­tre, Maspetiol says.

The brand now has more than 10 bou­tiques in ma­jor cities in China. It opened bou­tiques in Tian­jin and Dalian this year.

With a large part of Chi­nese con­sumers com­ing from the younger gen­er­a­tions, it is cru­cial to com­mu­ni­cate with the mil­len­ni­als, says Maspetiol.

“Some watch­mak­ing brands joined dig­i­tal busi­ness plat­forms in China like T-mall and JD. And Jaeger-LeCoul­tre opened an online sales plat­form at the end of last year in order to keep in touch with con­sumers and pro­vide a more con­ve­nient pur­chas­ing method. I think it is bet­ter to com­bine online plat­forms with off­line bou­tiques to pro­vide con­sumers a bet­ter ex­pe­ri­ence,” he says.

PHOTOS PRO­VIDED TO CHINA DAILY

Swiss lux­ury watch brand Jaeger-LeCoul­tre has re­stored more than 10 old Chi­nese films, in­clud­ing the 1973 clas­sic, Out­side­theWin­dow.

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