German lifting equipment manufacturer Böcker Maschinenwerke GmbH has launched an ironic advertising campaign after one of its lifts was used in a recent jewel heist at the Louvre Museum in Paris.
The company’s new slogan — «When you need to act fast again» («Wenn’s mal wieder schnell gehen muss» in German) — appears alongside a photo of the Böcker Agilo lift, the same model allegedly used by thieves who stole jewelry worth around €88 mln.
The heist drew international attention when reports revealed that the burglars had entered the museum through a window using the Böcker lift and fled the scene on motorcycles in less than ten minutes.
Speaking to The Guardian, Böcker’s marketing director Julia Scharwatz said she and her husband, company CEO Alexander Böcker, were initially shocked to see their equipment featured in footage from the crime. «It was a terrible act, but once it became clear that no one was hurt, we decided to make light of the situation,» she said.
Founded in 1958 and based in Werne, North Rhine–Westphalia, Böcker remains a family-run company employing around 600 people. The firm clarified that the lift had been sold to a French rental company in 2020 and was reportedly stolen by the perpetrators during a product demonstration.
