Jaeger-LeCoultre

16 June 2012, SHANGHAI, CHINA - As the official partner of the 2012 Shanghai International Film Festival for the second year running and also the first company to help restore classic Chinese films, Jaeger-LeCoultre hosted a public auction party on the festival's opening night to help boost the Chinese film industry. Actress Zhao Wei, friend of the brand, was accompanied by Jean-Jacques Annaud, the famous French director and Chairman of Golden Goblet awards jury, along with actor Aaron Eckhart, actress Chen Chong, director Jia Zhangke and actress Zhao Tao, director Wang Quan'an and actress Zhang Yuqi, Miss World Zhang Zilin, singer Kit Chan, Italian film producer and actress Maria Grazia Cucinotta and more than a thousand other guests from around the world, including 200 Chinese and foreign journalists.

Jaeger-LeCoultre,

official partner of Shanghai Film Festival,

supports Chinese cinema heritage

Stars contribute to Jaeger-LeCoultre's public auction to raise money for the restoration of classic Chinese films

In 2011, Jaeger-LeCoultre announced its collaboration with the Shanghai International Film Festival for three consecutive years, during which one of the most important projects is to restore a number of Chinese classic films. This is the first time that a company in China has participated in film restoration work and contributed to saving Chinese traditional film culture, which has a long history. In 2012, the second year of its collaboration with the Shanghai International Film Festival, Jaeger-LeCoultre will continue to sponsor the restoration of Eight Thousand Li Of Cloud and Moon and Crossroads, two well-known classic films which will be shown subsequently during the film festival, along with A Spring River Flows East, another film that Jaeger-LeCoultre helped to restore last year.

At the opening night of the film festival, Jaeger-LeCoultre created a romantic atmosphere in the famous Hotel Waterhouse in Shanghai where more than a 1,000 guests from all over the world and 200 Chinese and foreign media were present to support Jaeger-LeCoultre's public auction party. Jaeger-LeCoultre made a special donation of the Rendez-Vous Night & Day watch to the auction, to demonstrate its continuous support for the development of Chinese film industry. The white gold Rendez-Vous Night & Day watch is equipped with a mother-of pearl dial, with 191 high diamonds (1.4 carats in total) inlaid on a refined and polished case. The timepiece's brilliant and charming silhouette perfectly complemented the event's exquisite atmosphere. All proceeds from the Jaeger-LeCoultre's public auction will continue to be used to support the restoration of classic Chinese films.

Many stars responded actively to this public auction, jointly initiated by the Shanghai International Film Festival and Jaeger-LeCoultre, by donating items of special significance in their film careers. Auctioned items included a camera donated by Jia Zhangke and Zhao Tao, an essential piece of equipment used in their films which accompanied the

couple to the world's major film festivals; a viewfinder donated by Director Wang Quan'An which was the first gift he offered his wife Zhang Yuqi; and a dress made of antique lace that Miss World Zhang Zilin wore when appearing on the red carpet at the opening ceremony of the 14th Shanghai International Film Festival. These unique items donated by stars together with the Jaeger-LeCoultre Rendez-Vous Night & Day watch, were sold for consistently high prices, showing the growing enthusiasm for the Chinese film industry and positive response to this popular cause.

At this prestigious moment in the 15th Shanghai International Film Festival's opening ceremony, Jaeger-LeCoultre expressed its admiration of Chinese film industry through its extraordinary watchmaking know-how and the brand new Rendez-Vous collection for women. The star-studded "Rendez-Vous in Shanghai" night witnessed the determination of Jaeger-LeCoultre to be a leader in the Haute Horlogerie industry and to promote the development of China's film industry. Jaeger-LeCoultre's support for the film industry is far from over. This spectacular fixture will certainly be continued in 2013.

About Manufacture Jaeger-LeCoultre

A major player in watchmaking history since 1833, Jaeger-LeCoultre is the first Manufacture to have been established in the Vallee de Joux, Switzerland. It played a pioneering role by uniting the full range of technical and artistic professions under one roof and made an indelible imprint on the watchmaking development of the entire region. The Manufacture has an impressive range of world firsts, superlative creations and legendary models to its credit, including the Reverso, the Duoplan, the Master Control, the Memovox Polaris, the Gyrotourbillon and the Atmos. Guided by time-honored know-how and a constant quest for technical enhancements, the master-watchmakers, engineers and technicians craft each watch in harmony with the same passion. Each masterpiece, heir to 178 years of expertise, benefits from cutting-edge technologies while being crafted in harmony with the noblest traditions of the Vallée de Joux. Building on a vast heritage encompassing 1,231 calibres and 398 registered patents, Jaeger-LeCoultre remains the reference in high-end watchmaking.

Jaeger-LeCoultre has long-established relations with the film industry. It has been the official partner of the Venice International Film Festival for seven years and since 2011, the brand has become official partner of the Abu Dhabi International Film Festival. Jaeger-LeCoultre's multi-faceted collaboration with the Shanghai International Film Festival in 2011 comprised various initiatives: to use public funds to support outstanding projects within the 'China Film Pitch and Catch' program and to help promote completed films around the world; to restore a number of classic films with Shanghai International Film Festival; to show a series of films under the "Jaeger-LeCoultre's World Exhibition of Restored Classic Chinese Films" during the 2014 Shanghai International Film Festival. As for the program to promote rising Chinese filmmakers, Jaeger-LeCoultre will offer start-up capital to projects awarded the "Most Creative Project" and "Most Promising Project to Invest" by the China film pitch and catch Program, and will sponsor the completed films to participate in international film competitions or exhibitions and for overseas promotion. www.jaeger-lecoultre.com

Press Release