Chronicle - From the 12th to the 7th Art
WORLDTEMPUS - 14 March 2013
Since the red carpet concept invented by Harry Winston, the brands have been competing with each other to project their image not only on the big screen but also before and after the screenings. Product placement, partnerships, shoots and prestigious evenings showcase the 12th Art, the art of measuring time, in step with the movie calendar.
The prize for visibility and longevity undoubtedly goes to Chopard, which annually crafts the Cannes Festival Palme d'Or that was redesigned by its Co-President Caroline Scheufele, who also yearly awards the Chopard Trophy to the best up-and-coming young actor and actress. Meanwhile, de Grisogono organises the most jet-set evening of the festival, attracting some 500 personalities from the world of movies, entertainment and fashion. Champagne flows under the bridge of "Carat River" until far into the night.
Oscar, Oscar on the wall, tell me who is the most beautiful
Last month, the two brands distinguished themselves equally during the 83rd Oscars ceremony: Chopard came away smiling after adorning Jennifer Lawrence, who won the Best Actress award; while de Grisogono gambled on Britney Spears' fame. Still at the Oscars, Montblanc decided to back the Argo actors with a Star Classic Automatic worn by Alan Arkin and Rieussec Open Hometime chronograph on the wrist of Cas Anvar, not to mention the necklaces of sparkling actress, Lauren Mayhew (Les Miserables) and producer Ellen de Waele. Montblanc further asserted its presence by preceding the ceremony with its charity brunch on behalf of UNICEF at the famous Bel Air Hotel. The watchmaking parade at the Oscars continued at the Academy Awards, which were skilfully infiltrated by Piaget whose extra-thin watches struck an elegant contrast with the rugged handsomeness of actors Hugh Jackman, Jamie Foxx, Chris Tucker and Paul Rudd. In parallel, for the sixth time, Piaget partnered with the Independent Spirit Awards, notably awarding a Piaget Producer Award to the independent producer whose creativity is inversely proportionate to his financial means. The watches and jewellery of the watchmaker/jeweller from Plan-les-Ouates graced 20 or so leading lights of the 7th art.
Action!There is no certainty that TAG Heuer was consulted by Tom Cruise, producer of and main actor in the film, Jack Reacher, which was released at the beginning of 2013, in which an Aquaracer is worn by… the bad guy. In addition, the brand logo is highly visible on the corner of the department store in which a pretty 40 year old buys a Carrera, but then turns out to be an adulterous wife who gifts it to her lover before being hit by bullets from the afore-mentioned baddie.
Already released in China but not yet in Europe Chinese Zodiac sets a totally unexpected stage for three UR-202 watches worn by Jacky Chan and his team. Urwerk gets a pleasing nod, and all the more so because the mischievous actor even manages to take photos with his timepiece. From one Felix Baumgartner (the creator of Urwerk) to another (the Zenith ambassador who broke the sound barrier in free fall), there is but a small step for mankind - one that movies will undoubtedly take one day by screen-playing this spatiotemporal exploit.
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