Hubert Burda Media

Jaeger-LeCoultre: Seven years with SIFF

The Swiss manufacture commemorates 7 years of sponsorship of the Shanghai International Film Festival together with Oon Shu An.

Jaeger-LeCoultre: Seven years with SIFF

This year marks the seventh year of Jaeger-LeCoultre‘s partnership with the Shanghai International Film Festival. And the Swiss watchmaker continues to show its dedication to the art of cinema.

To celebrate its latest year of sponsorship of the festival, the brand hosted a charity dinner, in which representatives of the Chinese film industry, including Brand Ambassador Zhao Wei and Friend of the Brand Jing Boran, graced the event. An auction was also organised in support of the restoration of classic Chinese films.

In further support for the 2017 edition of the festival, Jaeger-LeCoultre collaborated with Singaporean stage actress Oon Shu An in this short video that reenacts a scene from the 2000 film, In the Mood for Love. Chosen because it was one of her favourite scenes from Wong Kar-Wai’s award-winning movie, Oon elegantly plays the character of Su Li-Zhen in the minute-long clip.

“I remember being mesmerised by this movie when I first watched it…the colours, how they were stuck in this endless cycle, the yearning, the torturous repetitiveness of life, of not knowing what was happening,” says Oon on her post on Instagram (@oonshuan).

“And somehow, all of it was made so hauntingly beautiful.”

Click to watch the video.