Watch brand taps classic movies

At a time when luxury brands are reaching out to the young and fashionable, some are focusing on classic motion pictures.

As a major sponsor of the Shanghai International Film Festival, the Swiss luxury watch brand Jaeger-LeCoultre has been working with the Shanghai International Film Festival since 2011.

It has been funding a restoration project of classic Chinese movies, working with L'Immagine Ritrovata, a film restoration laboratory in Italy that uses both traditional and modern 4K technology to restore old films.