German Lift- Maker Turns Louvre Heist Into Viral Marketing Moment: 'Next Time You Need To...'

Last Updated:October 24, 2025, 20:53 IST

Böcker Maschinenwerke GmbH turned the $100 million Louvre jewelry heist into a viral marketing moment after thieves used its Agilo lift to steal historic jewels.

The company shared an image of the aftermath of the heist.

As police continues to investigate how thieves managed to pull off a $100 million jewelry heist in Louvre , a German company has found a silver lining in the scandal. Böcker Maschinenwerke GmbH, the German manufacturer of the furniture lift believed to have been used in the daring robbery, has cheekily turned the incident into an unexpected marketing opportunity.

In a post on Instagram, the company shared an image of the aftermath of the heist, captioning it with a tongue-in-cheek pitch, “The next time you need things to move quickly. The Böcker Agilo transports your treasures weighing up to 400 kg at 42 meters per minute – whisper-quiet thanks to 230 V E-motor."

The post- equal parts audacious and self-aware- was quickly shared across social media, drawing laughter and disbelief in equal measure.

Alexander Böcker, the company’s managing director and third-generation owner, told CNN that he and his wife were “shocked" when they realized their product had been used in the high-profile crime.

“Once the initial shock had subsided, black humour took over. We joked around a bit, had some fun and came up with some initial slogans," Alexander Böcker said.

Alexander Böcker added that public reaction to the Instagram post has been “overwhelming" and mostly positive.

“Luckily for us, most of the people got the humor and know that we are not involved in the robbery," he told Reuters.

The Louvre Heist That Captivated Paris

The unidentified thieves, who remain at large, made off with eight historic jewels- some gifted by Napoleon to French empresses- after breaking into the Louvre’s Apollo Gallery on Sunday morning. Video footage appears to show the men entering through a second-floor balcony using a truck-mounted lift, identified as Böcker’s Agilo model and cutting into display cases with power tools.

Louvre director Laurence des Cars admitted that the museum’s “obsolete" security system failed to cover the eastern balcony where the thieves gained entry.

“The absolutely obsolete, even absent, technical infrastructure to monitor our most valuable treasures is a terrible observation," she said.

News viral German Lift- Maker Turns Louvre Heist Into Viral Marketing Moment: 'Next Time You Need To...'

Read More