IWC has a long-standing passion for cinema, as demonstrated by its ongoing partnerships with numerous film festivals such as the Dubai International Film Festival and Tribeca Film Festival. For the second year running this year, IWC is the official sponsor and partner to the Beijing International Film Festival held on 23 April. In addition, the brand hosted a gala event entitled “For the Love of Cinema” for 200 celebrities and guests from around the world. Held in the grounds of the historic Imperial Ancestral Temple in Beijing, the event’s invitees included film actress Zhou Xun, who was announced as a new Friend of the Brand, as well as director Feng Xiaogang, who won the IWC Filmmaker Award that evening.

The IWC Filmmaker Award was introduced several years ago to recognize superlative achievements in the film industry. Feng, who has been dubbed “the Chinese answer to Steven Spielberg”, was presented the award by IWC’s Director of Marketing & Communication Mr Goris Verburg. Mr Verburg called it an honour to present Feng with the award, citing his contributions to Chinese cinema and varied subject matters, as well as his renown as a director in mainstream Chinese cinema for IWC’s choice. Feng was also presented with a limited edition Portuguese Automatic in stainless steel, with the engraving “For the Love of Cinema” on the reverse, to symbolise the common ground shared by masterpieces in both filmmaking and high watchmaking.

The evening continued with a spectacular drum performance by Beijing’s Red Poppy Ladies Percussion, who had previously wowed audiences in events such as the Beijing Olympics’ closing ceremony. Finally, the event was concluded by Taiwanese singer-songwriter Chyi Chin, a pioneer of Chinese pop who has garnered numerous awards throughout his career, who serenaded guests with a private concert.