Luxury Swiss watchmaker Girard-Perregaux unveils a new ad that is part of the brand’s Mechanics of Dreams campaign celebrating its partnership with the Academy Museum of Motion Pictures.

The ad features one of the most iconic images from the history of cinema, Harold Lloyd hanging from the hands of a clock tower in the 1923’s masterpiece Safety Last! The image is just one of over 10 million photographs in the Academy of Motion Picture Arts and Sciences’ vast collection. Harold Lloyd was a founding member of the Academy of Motion Pictures Arts and Sciences.

In 2012, Girard-Perregaux announced it would be the exclusive timekeeper and founding supporter of the new Academy Museum of Motion Pictures, scheduled to open in 2017 in Los Angeles. It will be the first US museum dedicated exclusively to the history and ongoing development of motion pictures. To celebrate and promote this unique partnership, Girard-Perregaux launched a series of initiatives under the tagline Mechanics of Dreams.

Last year’s ad campaign featured Alfred Hitchcock holding the production slate on set filming Psycho, while 2014 introduced a special edition book called “Mechanics of Dreams — A Photo Journey in the Mechanics of Hollywood and Behind the Scenes of Watchmaking.” The book highlights the similarities between the arts of manufacturing a watch and making a movie.

The tagline, Mechanics of Dreams, encapsulates the very essence of this relationship between Girard-Perregaux and the Academy Museum. In different ways, both are masters of an art that makes people dream, that tells a story and that has the power of making one travel in time. “This iconic image of Harold Lloyd fits perfectly in the world of watchmaking and it’s very representative of man and one’s relation to time,” says Michele Sofisti, CEO of Girard-Perregaux and Sowind Group.