A German company, Böcker, whose mechanical lift was reportedly used in the recent theft of €88 million (£76 million; $102 million) worth of France's crown jewels from the Louvre Museum, has launched a new advertising campaign. The company's managing director stated the campaign aimed to draw attention to the business, utilizing "a touch of humour" after it was confirmed no one was injured in the incident.
The Louvre Heist
On Sunday, alleged thieves reportedly used a Böcker furniture ladder to escape the Louvre Museum after stealing eight items, including diadems, necklaces, earrings, and brooches adorned with diamonds and other gemstones. The theft occurred shortly after the museum opened, with the individuals departing within eight minutes with valuable treasures belonging to former royalty and imperial rulers.
Böcker's Response and New Campaign
Werne-based firm Böcker published a social media post this week featuring an image of its furniture ladder extending to a balcony outside the Gallery of Apollo. A banner under the image reads: "When you need to move fast. The Böcker Agilo transports your treasures weighing up to 400kg at 42m/min - quiet as a whisper."
Alexander Böcker, the company's managing director, told news agency AFP on Wednesday that he recognized the device from news reports. He stated the machine had been sold "a few years ago to a French customer who rents this type of equipment in Paris and the surrounding area." He also indicated that the alleged thieves had arranged for a demonstration of the machine last week and stole it during that demonstration.
Mr. Böcker stated, "The crime is, of course, absolutely reprehensible, that's completely clear to us." He added that it was "an opportunity for us to use the most famous and most visited museum in the world to get a little attention for our company."
Social media responses to Böcker's campaign have included comments such as "marketing genius," "excellent, that is German quality," and "Your messaging takes the crown."
Museum Security and Investigation
The Louvre Museum reopened on Wednesday, following what has been described as a significant theft. Laurence des Cars, the museum's director, stated on Wednesday that security measures failed to detect the individuals early enough to prevent the theft and that CCTV around its perimeter was "weak and aging."
Ms. des Cars commented, "We failed these jewels." She added that "no-one was protected from 'brutal criminals - not even the Louvre'," and acknowledged, "We've had a terrible failure at the Louvre. I've taken responsibility for it."
Interior Minister Laurent Nuñez informed France's Europe1 radio that he had "every confidence" the thieves would be apprehended. Prosecutors have stated their belief that the individuals acted under orders from a criminal organization.