In Lucire 30’s ‘Red alert’ by Geneviève Hole, we noted how brands continued to focus their attentions eastward, and the trend continues with IWC Schaffhausen sponsoring its third Beijing International Film Festival.
The fifth edition of the festival sees IWC return as an official sponsor and partner, spying an opportunity to promote its luxury Swiss watches.
The day after the official opening last Thursday, IWC held its For the Love of Cinema filmmakers’ dinner, with 250 celebrities and VIPs from around the world.
IWC Schaffhausen ambassador Zhou Xun was present, along with models Xi Meng Yao and Karolína Kurková, Kurková’s husband Archie Drury, Francis Ng, Yuan Quan, Wang Luodan, Dou Xiao, Ming Xi and Liu Chang. Thai-born producer–director Peter Chan (Comrades: Almost a Love Story, The Love Letter, The Warlords, Bodyguards and Assassins) was honoured with the IWC Filmmaker Award, presented by IWC Schaffhausen China MD Dennis Lee.
Singer–songwriter Tayu Lo and a team of kung fu masters performed live at the dinner.
It also launched a limited-edition watch from the Portugieser family, dedicated to the Festival.
The Beijing International Film Festival, now with Venezia and Locarno festival veteran Marco Müller as artistic adviser, has proved to be a growing success and increasingly important to the international film market. The Beijing Film Market has reported 140 exhibitors from 25 countries, with foreign players exceeding domestic ones; and 36 deals were signed there totalling US$2,230 million. Forty films are having their world premières at the Festival.
The event runs till the 23rd.