While it may perhaps be a little less glamorous than Cannes, the Mostra of Venice, the doyenne of the world’s film festivals (it celebrated its 75th anniversary this year, but its 64th edition because several editions were not held, notably during World War II), possesses an incomparable charm. It also takes place in a more friendly and good-natured ambiance than Cannes. Under the direction of Marco Müller for the past four years, it has also become the most cinematic of the festivals. In Venice, the ‘stars’ seem more approachable, closer (you rarely see security guards with their little earphones), and are more willing to greet not only the VIPs of their symbolic markets, but also the crowds that cheer them on. They come to present films that are often very demanding to make, and also seem to be present more for the love of cinema than to make a show.

Cinematographic patrimony
This rather relaxed and relatively democratic atmosphere (the ordinary public can watch the viewings, unlike at Cannes) seems to perfectly suit the spirit that drives Jaeger-LeCoultre. A ‘serious’, non-frivolous, innovative, and demanding company, Jaeger-LeCoultre is a brand that considers watchmaking as also rather ‘democratic’ (the quality/price ratio is undoubtedly one of the best in the domain of haute horlogerie).
This is exemplified by the manner in which Jaeger-LeCoultre has become affiliated with the Mostra. As an official sponsor of the film festival, the brand is involved in the world of cinema in way that is very responsible and professional while at the same time being festive and glamorous.
The company participates in the festival as a true patron of the arts, notably in the restoration of old films, for which it provides money to the ‘Fund for Cinema’. In 2006, Jaeger-LeCoultre participated in the restoration of the Italian movie ‘Il Feroce Saladino’, a cult movie made in 1937, which makes up part of the patrimony of Italian cinema.
This year, on the occasion of the 75th anniversary of the Mostra festival, the restored film, ‘Gli Uomini che Mascalzoni’, with Vittorio De Sica, dating back to 1932, was screened. It was the first Italian film viewed during the initial edition of the Mostra event.
Jaeger-LeCoultre will continue to participate in the Fund for Cinema, and in order to finance this endeavour, the brand will auction off a series of Reverso watches whose case backs bear the signature of a film star. In 2007, Sergio Castellito, Catherine Deneuve, Charlotte Gainsbourg, Josh Hartnett, Valentino Rossi, and Oliver Stone all offered their signatures.
The winners of this year’s festival will also receive a special edition of the Reverso, engraved with the image of the Lion of Venice.

Fireworks of flowers
On the more glamorous side, Jaeger-LeCoultre set up its luxurious terrace, the ‘Jaeger-LeCoultre Nikki Beach’, in front of the Palazzo del Cinema, the principal venue of the festival. The stars had only to cross the street to reach the terrace, which looks over the sea and has become the favoured meeting point for the Mostra attendees.
One of the highlights of Jaeger-LeCoultre’s presence in Venice was the grand soirée held on August 31st, when the manufacture presented its new collection of jewellery watches. With famous actresses and models (notably Diane Kruger, Joely Richardson, Judith Godrèche, Karisma Kapoor, and Valeria Solarino) all wearing several of the brand’s latest creations, some 300 people witnessed the unveiling of the most glamorous collection offered by Jaeger-LeCoultre.
Two exceptional timepieces were particularly noteworthy – La Rose and La Tulipe, two truly remarkable creations. Each was covered with more than 3,000 precious stones (diamonds, rubies, pink or yellow sapphires, and tsavorites), with each requiring more than 600 hours to produce. The result was nothing short of stunning.
La Rose and La Tulipe are two true works of art that, like their names indicate, reproduce these two flowers with extreme delicacy and refinement – forms, curves, as well as the coloured nuances of the petals, corolla, and stems, they totally embrace the wrist (with a perfectly invisible clasp). At the centre of the flower is a manual-winding Calibre 846 (the winding crown is hidden) on the stone-set dial that melts into the blossom.

Glamour and savoir-faire
Jaeger-LeCoultre additionally presented an entire series of watches set with precious gems, using special techniques developed by the manufacture: the Snow Setting with an incomparable velvety smoothness; the Rock Setting, a mysterious and dazzling setting that hides all the metal; and the Chaotic Setting that arranges the stones at various angles. Another very innovative design was the use of naturally fluorescent diamonds in the Shiny Night series, which allowed the inscription of ‘secret’ messages or symbols, visible only under the ultraviolet lights in nightclubs.
In all, the brand presented a veritable display of fireworks that was also reflected in its well-known models: the very pure Master Ultra Thin full pavé; the Master Tourbillon Shiny Night with a mother-of-pearl dial; the Master Twinkling Diamonds Shiny Night with a luminous message on a rotating ring inside the watch; and a Chaotic-Set Reverso Duetto Lady. The list also includes superb Art Déco manchette (cuff) watches incorporating the miniscule movement 101. Together, they demonstrate the savoir-faire (the integrated atelier employs no less than 20 stone-setters) and the glamour of Jaeger-LeCoultre.

Source: Europa Star October - November 2007 Magazine Issue