By Maria Doulton in London
Today IWC Schaffhausen, the Swiss luxury watch house, announces its role as Official Time Partner of the 58th edition of the British Film Institute's (BFI) London Film Festival. The partnership will soon become a reality as the BFI's star-studded festival of premieres and celebrity events in London kicks off on October 8.
IWC is a brand closely related to the world of cinema and its stars. Friends of the brand include Kevin Spacey, Cate Blanchett and Ewan McGregor, who all wear IWC watches in everyday life and attend parties hosted by the brand in support of the BFI as well as other film festivals and IWC events around the world.
And when it comes to throwing a good party, the watchmaker from Schaffhausen attracts the biggest names in the world of cinema helping to draw attention to the good causes it supports. To date, IWC is involved in the Tribeca Film Festival in New York, the Dubai International Film Festival, the Beijing International Film Festival and most recently the Zurich Film Festival.
But IWC's support of the world of film is not just about the glamour and the celebrities you see on the red carpet. Behind the scenes, IWC's partnership with the BFI helps this British charity, through the BFI National Archive, to preserve and promote film both old and new. These film and TV archives are one of the most significant in the world. Dating back to 1935, the charity works to restore and preserve films for future generations, as well as championing and promoting British film talent around the world.
IWC has committed to support the BFI London Film Festival through to 2016. What's more, in 2015, IWC will be the headline sponsor of the BFI's fundraising gala Luminous to raise money for the BFI National Archive.
Despite their very different lines of work, the BFI and IWC share common ground. "Our brands share many qualities, such as a long history, a proud heritage and a passion for cinema," says Georges Kern, CEO of IWC that was founded in 1868. Precision, respect for the past, story-telling and nurturing talent are at the heart of the philosophy of both IWC and the BFI.
Amanda Nevill, CEO of the BFI, comments on IWC's partnership: "We are delighted to be at the start of a partnership with IWC Schaffhausen that holds so much promise. It is a company that shares our values of creativity, passion and ambition, and we look forward very much to working with them in bringing these values to life in programmes that can delight, entertain and provide life-long memories."
All eyes will be focussed on the Film Festival in early October that will start with the European premiere of The Imitation Game to be screened at the Odeon in Leicester Square. A film about the life of Alan Turing, the great British mathematician and logician who helped crack the Engima code, the cast includes Benedict Cumberbatch in the leading role alongside Keira Knightley. The closing film will be Fury with Brad Pitt and Shia LaBeouf, another red carpet moment that is sure to draw the crowds. Other highlights include Foxcatcher, starring Sienna Miller and Steve Carell. Click here for the full film listing from BFI.