Luxury watch brand IWC has entered into a three-year partnership with the British Film Institute (BFI).
IWC will become an official partner of the BFI and the BFI London Film Festival in 2014, and will be the headline sponsor of the BFI’s fundraising gala Luminous in 2015.
To celebrate the new partnership IWC will hold a "star-studded" dinner at the BFI in London.
IWC UK brand director Simon Chambers said: "The BFI is an exceptional charitable organisation which relies on its supporters to fund its invaluable work as a guardian of our national film heritage. IWC is proud to be amongst those supporting the restoration, preservation and creation of film for the enjoyment of future generations.
"London is such a dynamic international city and the BFI London Film Festival offers IWC an opportunity not only to celebrate film but also the essence of both partners. We look forward to working with both the BFI and the Festival to create a most worthwhile partnership in the coming years.”
The Swiss watch brand has a strong heritage of partnering with the world of film. Previously it has inked partnerships with the Tribeca Film Festival, the Dubai International Film Festival and the Beijing International Film Festival. It has also struck up relationships with a flurry of film sytarts including Cate Blanchett, Kevin Spacey and Ewan McGregor, who can often be found at the brand’s events.
IWC chief executive Georges Kern said:" For many years now, we have had a passion for cinema. Every director tells a story with their films. At IWC, storytelling is part of the DNA of everything we do. It is therefore an absolute honour and privilege to be associated with such a highly regarded institution and a film festival which has depth and substance and that is globally renowned and respected.
"Our desire is to nurture this incredibly special relationship, build an exceptional partnership, and to create and deliver impeccable events. Our brands share many qualities, such as a long history, a proud heritage and a passion for cinema. I believe that these qualities will continue to be nourished and communicated in the years ahead.”