The Louvre robbery

The robbery became an elevator advertisement: “When it’s time to get away”

The German family business that manufactured the mobile elevator used during the Louvre robbery is using images from the robbery in a new advertising campaign, The Guardian reports. The ad shows the elevator parked outside the museum, along with the text “When it’s time to get away.”

The company’s marketing manager Julia Scharwatz says they were initially shocked when they realized the thieves had used their product.

“But when it became clear that no one had been hurt, we started joking around and came up with some slogans we thought were funny,” she says.

She says the post with the advertisement on the company’s Instagram has received over 1.7 million views, compared to other posts that usually receive a maximum of 20,000. 

The jewel thieves’ slow escape was caught on video

A video from Sunday’s spectacular robbery at the Louvre in Paris has been published. The clip shows two thieves slowly making their way out of the museum in a moving elevator. The French newspaper Le Parisien has verified that the film is authentic.

– Hell, a person is heard saying in the clip.

The two people then reach the ground and escape on two mopeds.

According to French media, the coup, in which royal jewelry worth around one billion kronor was stolen, is said to have taken around seven minutes. The two thieves were inside the museum for a total of three minutes and 58 seconds.

The French government has promised to arrest the thieves. Over a hundred investigators are working on the case.

The Louvre robbery – it’s all about the matter

• A well-planned coup was carried out against the Louvre in Paris on the morning of October 19, 2025, where the thieves stole nine pieces of jewelry from Napoleon and the Empress’s collection.
• The thieves used a crane and angle grinder to enter the Apollo Gallery, where they broke open displays and threatened staff in seven minutes before fleeing on mopeds towards the motorway. 
•  Among the stolen goods was a tiara, necklace, brooch and earrings of high cultural and historical value, and the total value was estimated at around 960 million kronor.
• Empress Eugénie's crown was found damaged outside the museum, but the other eight objects are still missing and the police fear that they may have been melted down.
• No one has been arrested, DNA traces have been secured and both the museum's and the government's security work has been criticized, which has led to demands for stricter measures and a hearing of the museum director in the Senate.