It’s no accident that Jeremy Renner is wearing a pricey IWC wristwatch in “The Bourne Legacy.”
The Swiss watchmaker IWC Schaffhausen issued a press release saying the watch worn by the movie’s star is product placement in a “partnership” agreement with Universal Pictures, which distributed the PG-13 spy thriller movie.
“IWC has a longstanding passion for filmmaking,” says an IWC press release. “Not only does IWC cultivate longstanding personal relationships with several international actors, film directors and producers; but it has also produced a number of its own film projects with some of its Friends of the Brand. Additionally, IWC watches have been featured in Hollywood movies and US TV series.”
Jewelry and wristwatch marketers are eager to hook up with film and TV projects. The IWC press release indicates this is a product placement does not mention any IWC-paid advertising for the movie.
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