Jaeger-LeCoultre puts the tick in cinematic

We've all been entertained by the works of Ang Lee, Zhang Yimou, and Wong Kar-wai. Far fewer among us are familiar with the films done by Tsui Hark, Chen Kaige, and Feng Xiaogang, but not for long because Jaeger-LeCoultre is on a mission to give classic Chinese filmmaking the recognition it deserves.

For the seventh consecutive time, the Swiss watchmaker graced the Shanghai International Film Festival with its high-wattage presence, and by that we mean the beautiful, diamond-encrusted timepieces that were flown in especially for the event. Not that there was any shortage of glamour at the festival of course; held at Waitanyuan, the nation's A-list stars and celebrities turned out in full force.

Jaeger-LeCoultre brand ambassador Zhao Wei and friend of the brand Jing Boran wore the Grande Maison's watches as they walked down the red carpet, as did Thai actress Araya Alberta Hargate, better known in the glitterati circles as Khun Chompoo. Veteran actress Kara Wai was also seen wearing a Jaeger-LeCoultre timepiece, as did celebrities Zhang Jingchu and the French-American actress Julie Delphy.

• 01
• /
• 08

And on the homefront, Jaeger-LeCoultre has also collaborated with actress Oon Shu An to re-enact a scene from one of her favourite classical Chinese movies, In The Mood For Love, as an homage to Chinese cinema. 

While the festival was certainly dedicated to the latest and greatest in Chinese filmmaking, Jaeger-LeCoultre took a moment to pay tribute to the classics by hosting a charity dinner where it held an auction to support the restoration of classic Chinese films. Remembering films like Farewell My Concubine, Yellow Earth, Hero, and Red Sorghum, the Swiss watchmaker has always actively supported the appreciation and preservation of film. It has, after all, been more than a decade since it joined hands with some of the best artistic film festivals around the world: Venice, Shanghai, and San Sebastian.

Annually, Jaeger-LeCoultre also pays tribute to the creative talent of filmmakers with the Glory to the Filmmaker Award dedicated to contemporary cinema. Past laureates include Amir Naderi from Iran (2016), Brian de Palma from the US (2015), and James Franco (2014).

For last week's #FirstClassFriday, click here.