Fashion and Luxury Brands at the Cannes Film Festival 2011

 

 

Cannes Fashion Lounge 2011: Jaeger-LeCoultre partners the “Cannes fait le mur”

Exhibition by Marcel Hartmann from May 10th to July 5th 2011

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

On the occasion of the 64th Cannes International Film Festival, Jaeger-LeCoultre us supporting the “Cannes fait le mur” photography exhibition in partnership with the Contour by Getty Images photo agency.

A glamorous, larger than life installation spread throughout the town of Cannes features a selection of the finest creations from the highly talented photographer Marcel Hartmann.

In parallel, the Jaeger-LeCoultre boutique in Cannes, located at 27, Rue d’Antibes, will host a complementary exhibition composed of various portraits shot by photographer Marcel Hartmann: Diane Kruger, Louise Bourgoin… The idea of extending the exhibition in the boutique will enable all visitors to get to know the universe of Marcel Hartmann through the screening of a portfolio of his work.

 

 

Jaeger-LeCoultre and photography:

 

Jaeger-LeCoultre has taken an interest in photography for several years now. It is in particular the patron of the Jeu de Paume museum and regularly sponsors exhibitions in this reputed institution. Each year, Jaeger-LeCoultre publishes a Yearbook, a creative and artistic publication giving pride of place to images. Each chapter finds a pretext (quite literally peaking, i.e. “before the text”) in the creations of the Manufacture in order to open up towards wider horizons. In the most recent edition, Marcel Hartmann had devoted his art to a theme featuring Diane Kruger, the muse of Jaeger-LeCoultre. The sponsorship of the “Cannes fait le mur” exhibition is entirely in line with this ongoing commitment to the world of photography. The period of the Cannes Festival provides an opportunity to reach an extremely broad audience, and the theme of photos perfectly echoes the glamour of the Haute Joaillerie collections that will be presented at the Cannes boutique. One of the photos selected portrays Diane Kruger wearing a Joaillerie 101 watch, an emblematic model made by the Manufacture Jaeger-LeCoultre.

 

 

About Jaeger-LeCoultre :

A major player in watchmaking history since 1833, Jaeger-LeCoultre is the first Manufacture to have been established in the Vallée de Joux (Switzerland). It played a pioneering role by uniting the full range of horological skills under one roof and made an indelible imprint on the development of the sector by creating legendary watches such as the Reverso, the Duoplan, the Master Control, the Memovox Polaris, the Gyrotourbillon I, as well as the Atmos clock. Guided by time-honoured know-how and a constant quest for technical enhancements, the company’s master-watchmakers, engineers and technicians craft each watch in harmony with the same dedication. Each masterpiece, heir to more than 178 years of expertise, calls for the exercise of no less than 40 professions and 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 over 1,000 calibres and over 300 registered patents, Jaeger-LeCoultre remains the standard of reference in the field of high-end watchmaking.

 

Interview with Janek Deleskiewicz, Artistic Director of Jaeger-LeCoultre, about the “Cannes fait le mur” exhibition by Marcel Hartmann
1 –Tell us a little about Jaeger-LeCoultre and photography Jaeger-LeCoultre has been involved in the world of photography for several years now.

This commitment is expressed in several different ways, including supporting, young photographers, sponsoring exhibitions and commissioning work for our corporate communication tools. For the past five years, Jaeger-LeCoultre has in particular been a partner of the Jeu de Paume
museum in Paris – a partnership that has gives an opportunity to support large-scale exhibitions such as the ones dedicated to Cindy Sherman and to Richard Avedon.
“Cannes fait le mur” now enables the brand to express itself within the artistic and eminently glamorous setting of the Cannes International Film Festival.


2- How did Jaeger-LeCoultre and Marcel Hartmann meet?


We have a mutual friend. Diane Kruger, who is the Jaeger-LeCoultre muse, was acquainted with Marcel Hartmann’s work and naturally pointed us in his direction when we were looking for a photographer for our Yearbook. This first encounter gave rise to a magnificent theme shot in
Venice within the framework of our partnership with the Mostra. Like all beautiful stories, there was a sequel; Marcel came to take pictures of Diane at the Manufacture in the heart of the Valleé de Joux – a unique and entirely new setting for a great fashion photographer and an international actress. Everyone enjoyed the experience.


3- And what about Cannes?


The “Cannes fait le mur” exhibition is an initiative that had already appealed to us at the time of its first edition in 2010. When we found out that Marcel Hartmann was to orchestrate this year’s edition, Jaeger-LeCoultre’s support was a given. Our Cannes boutique will indeed make a perfect showcase for a complementary exhibition of Marcel’s work, to be presented in parallel during the period of the Cannes festival.