German Lift Maker Bocker Turns Louvre Museum Heist Into Clever Marketing Opportunity

Bocker was founded in 1958 and uses the slogan "My way to the top."

New Delhi:

Following the recent Louvre Museum heist where one of its lifts was utilized, German company Bocker capitalized on its unexpected publicity with a clever advertising campaign.

The Werne-based manufacturer of cranes and elevators shared an image featuring their furniture lift extending to a balcony outside the Paris museum's Gallery of Apollo.

Their advertisement stated, "When you need to move fast. The Bocker Agilo transports your treasures weighing up to 400kg at 42m/min - quiet as a whisper."

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A post shared by Böcker Maschinenwerke GmbH (@boeckermaschinenwerke)

Footage has emerged showing the suspected thieves escaping with crown jewels using the hydraulic lift after stealing approximately Rs 900 crore worth of invaluable French jewelry on Sunday. The Louvre, which houses masterpieces including the Mona Lisa, was temporarily closed following the bold seven-minute robbery.

Established in 1958, Bocker uses the tagline "My way to the top." According to their website, the family-operated business, which emphasizes "tradition and innovation," has around 600 employees.

Alexander Bocker, the company's managing director, informed AFP that after confirming no one was injured, the family business decided to incorporate "a touch of humour" to attract attention. He explained, "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."

Bocker revealed that the lift used in the heist had been sold years earlier to a French customer who rents such equipment in Paris. The thieves had requested a demonstration of the lift last week and stole it during that demonstration. The owners reported the theft to authorities.

The robbers entered the Louvre shortly after opening on Sunday and departed within seven minutes, taking some of the museum's most valuable treasures.

Previous footage from the heist also showed one robber cutting through a glass display case. The stolen items included tiaras, necklaces, earrings, and brooches from the 19th century that once belonged to French royalty. Among the items were a tiara and brooch of Empress Eugenie, an emerald necklace and earrings of Empress Marie Louise, pieces from Queen Marie-Amelie and Queen Hortense's sapphire collection, and the "reliquary brooch," as confirmed by the French culture ministry.