Jaeger-LeCoultre shines at the Venice International Film Festival
La Cote des Montres - July 21st, 2006
For the second year running, Jaeger-LeCoultre is associating its name with the Festival of Cinematographic Art in Venice. From August 30th to September 9th 2006, the famous Swiss Haute Horlogerie brand is accompanying this key post-summer event: the 63rd Mostra. Moreover, as part of a new initiative, Jaeger-LeCoultre has committed itself to helping safeguard our cultural heritage. To this end, the Manufacture is supporting a programme dedicated to restoring cult films. This outstanding project and this exceptional setting will serve as a fitting backdrop for the 75th anniversary celebrations of the legendary Reverso.
Concerned with achieving a perfect blend of tradition and creativity, continuity and modernism, Jaeger-LeCoultre has chosen to associate with this world so closely attuned to its own philosophy of time: the so-called “seventh art”. The famous Swiss watch brand has found in film-making an ideal channel of expression by supporting both its development and its preservation. As a partner of the Venice International Film Festival, Jaeger-LeCoultre will reward the year’s laureates by presenting them with a Reverso personalised with an engraving in tribute to the famous Golden Lion festival emblem.
The artisans of the Manufacture are in the process of making four unique interpretations of the legendary reversible watch, dedicating its second face to a lacquered engraving depicting the Venetian lion along with the inscription 63rd Festival of Cinematographic Art. Meticulously crafted by hand, the lacquered engravings will immortalise each watch in time, as if to remind the honoured artists of their new status as holders of the Golden Lion for the Best Film, awards for Best Actor and Actress, and Golden Lion for Lifetime Achievement.
Safeguarding a cultural heritage
In addition to its active participation in the festivities, Jaeger-LeCoultre intends to show its support for preserving the film-making legacy by restoring old movies. During the 63rd Mostra, a preview of “Il Feroce Saladino” will be screened. This Italian cult film has been restored with the joint participation of the Venice Biennale, the Cinema Museum in Turin, the Italian film reference library, and Jaeger-LeCoultre. “Il Feroce Saladino” was a silver-screen phenomenon and is still an eloquent reminder of the early career of Alida Valli, a great actress who recently passed away.
Jaeger-LeCoultre was enthusiastic about the choice of this film, which dates back to the 1930s, the period when its legendary reversible watch was born. A genuine icon, the Reverso is celebrating its 75th anniversary this year and revealing a new case with a decidedly sporting personality that has already won the hearts of brand aficionados: the Reverso Squadra.
Haute Horlogerie set to sparkle in all its radiance
Jaeger-LeCoultre will make its presence felt at the heart of the festival through the creation of the “Nikki Beach Jaeger-LeCoultre” area, undoubtedly the trendiest place on the Lido in Venice. It is in this splendid setting that the Manufacture from Le Sentier has chosen to set up its base throughout the Mostra, and where devotees of cinema and Haute Horlogerie will enjoy a chance to admire the finest collection of Haute Joaillerie models glittering on stellar wrists.