May 2011: Jaeger-LeCoultre (JLC) has announced its official partnership with the 14th Shanghai International Film Festival (SIFF) – considered to be the largest and most influential international film festival in Asia-Pacific. The cooperation will last for three years, during which both sides will work together to restore a number of Chinese classic films and support young and prominent Chinese film directors.
At the opening ceremony of the 14th SIFF on June 11, 2011, the public will witness a grand event with a galaxy of stars shining on the red carpet. Over 100 foreign actors and directors will bring their movies to this international film event. JLC and SIFF will host a special public auction, attended by numerous Chinese and international celebrities on the opening night on June 11, 2011, which will help raise funds to restore the inheritance of Chinese film culture and promote Chinese film industry. For this special occasion, JLC will put on auction a watch full of memorial significance. All filmmakers attending the auction will make an on-the-scene donation of unique objects and souvenirs that relate to the films in which they have been involved.
JLC and SIFF will also set up a series of film exhibitions “the World Cruise of Jaeger-LeCoultre’s Rehabilitation of Chinese Classic Films” with the gala event to be held at SIFF in 2014.
