2025 Louvre robbery makes German firm go viral worldwide; Netizens call it a stroke of marketing genius

A German lift manufacturer, Böcker Maschinenwerke GmbH, is attracting global attention following its equipment’s alleged involvement in a jewellery heist at the Louvre Museum in Paris. The company, based in Werne, specializes in furniture and construction lifts. The heist occurred when thieves accessed the Gallery of Apollo via a freight lift, used to force open a window, and then stole items valued at approximately €88 million (about $102 million). The theft took place in less than four minutes and involved eight high-value items, including diadems and necklaces.

Böcker’s managing director, Alexander Böcker, expressed initial shock at the use of their lift in the robbery but later shifted to a campaign that humorously leveraged the situation on social media. The company’s Instagram post featured an image of its ladder lift at the Louvre, emphasizing its speed and quiet operation. The post gained considerable attention, generating millions of online interactions.

The Louvre briefly closed after the incident but has since reopened with enhanced security measures. As authorities continue to investigate, the case has sparked discussions about museum security vulnerabilities, highlighting how construction equipment can be misused in high-profile crimes.