In Fast & Furious 6 and John Wick, the Patravi TravelTec and other Carl F. Bucherer watches are worn in a very “masculine” way.
In David Leitch’s latest film, however, which stars Charlize Theron, the watchwords are subtlety and discretion, even though the watch has practically the starring role!
If we were to try to establish a common denominator for these cinematic examples, in terms of product placement, it would have to be an extraordinary duality, born of an affinity with the brand and a privileged relationship with its boss, Sascha Moeri.
If we were to try to establish a common denominator for these cinematic examples, in terms of product placement, it would have to be an extraordinary duality, born of an affinity with the brand and a privileged relationship with its boss, Sascha Moeri.
The CEO of Carl F. Bucherer is film buff who has always taken an interest in the world of the cinema, and particularly its young hopefuls, those rising actors and directors who could make a splash in years to come. This was the case for director David Leitch, whom he has followed for a number of years, and who was instrumental in introducing him to Hollywood icon Keanu Reeves. Reeves was completely won over by Sascha Moeri’s personality and his Carl F. Bucherer timepieces. In fact, he even bought one for himself.
In the spy thriller The Coldest City (due in cinemas in summer 2017), David Leitch decided to give a key role to a Carl F. Bucherer watch, which stars alongside actress Charlize Theron. The watch contains top secret documents, placed inside the movement by a watchmaker – an intrigue in the heart of the watch!
“We discussed the possibilities over an informal dinner,” explains Sascha Moeri, eyes twinkling. “The relevance of the script is the determining factor in product placement. It must fit in naturally, as if it were really possible, in terms of the action of the film, even of real life.”
Life is not cinema
Sascha Moeri’s sincerity and spontaneous charm have brought him close to several major screen stars, including Arnold Schwarzenegger and Sylvester Stallone. “I was introduced to Arnold by his nephew, eight years ago, and we became friends, to the point where he even invited me to have Christmas dinner with him,” confides Sascha Moeri. And then it was the Terminator who introduced him to Rambo. “It was at the Café Roma in Beverly Hills. We also discussed another shared passion: cigars! Like other film stars and even some American presidents, they have their own cigar humidors, engraved with their names, in the very exclusive Havana Room. We got on so well that they even offered to get me my own humidor, engraved with my name!” Having established a rapport with the CEO, and given their passion for fine watchmaking, it was no surprise that the two American actors should express an interest in the watchmaker’s Patravi TravelTec. “They were so taken with their watches that they had them on their wrists throughout the promotional tour for The Expendables.”
There is little doubt that these ‘spontaneous’ ambassadors have been helpful to Carl F. Bucherer’s reputation. There is also a fascinating story about the launch of Fast & Furious 6 in Taiwan. “In the film, the scene where the heroes pick up a shirt, a pair of trousers and a Patravi AutoDate in gold and steel caused quite a sensation. As soon as the film came out, the model sold out in every shop in the city, thanks to that famous scene that created a buzz on social media!” enthuses the CEO. “Another good example is Joe Montegna, the face of the series Criminal Minds. Joe is a very good friend, we meet up every time I go to LA. He wears either a Patravi ScubaTec or a Manero AutoDate. He took part in one of our events – in the City of Angels – to which we invited our local retailers. Because Joe was there as a friend the atmosphere was very relaxed and informal, completely different from those receptions where an ambassador is paid to provide a service.”
But Hollywood doesn’t have a monopoly on the brand’s cinematic connections. Far from it. China also has some skin in the game. A few days ahead of major watch fair Baselworld, Sascha Moeri launched the brand’s new campaign in China, in the company of Carl F. Bucherer global ambassador Li Bingbing. More than 200 journalists attended the event, which was also broadcast on social media. The internet lit up with references to the ultra-famous actress, who helps to promote Carl F. Bucherer’s values in Asia.
