Paris: In an unusual twist following the spectacular Louvre Museum jewellery heist, a German-made freight lift used by the thieves has turned into an unlikely viral sensation, with its manufacturer receiving unexpected publicity from the incident.

Photos of the Böcker Agilo lift — which the robbers employed in their lightning-fast, four-minute break-in — went viral after the daring daytime theft in Paris. The criminals reportedly rolled up the lift, scaled the museum façade, broke into a window, smashed display cases, and escaped on motorbikes with priceless Napoleonic-era jewels before police could respond.

Speaking to The Associated Press, Alexander Böcker, managing director and third-generation owner of Böcker Maschinenwerke GmbH, said he and his wife were stunned when they recognised the company’s product in the photos. “When the initial shock had subsided, black humour took over,” he wrote in an email, admitting to feeling conflicted — part disbelief, part grim amusement.

By Monday morning, Böcker’s marketing team had seized the moment with a tongue-in-cheek social media post featuring the same lift under the slogan “if you are in a hurry.” The advertisement highlighted the product’s ability to move up to 400 kilograms of “your treasures” at a speed of 42 meters per minute, boasting “whisper-quiet” operation thanks to its 230-volt electric motor.

What began as gallows humour became a viral marketing coup. “We had hoped for a bit of attention and some good humour, but the feedback was overwhelming,” Böcker said, adding that while some criticised the joke, “the vast majority laughed heartily.”

Amid the amused global reaction, the company was quick to issue an important clarification: the Böcker Agilo is not authorised for transporting people. “Crown jewels, yes. Thieves, no,” Böcker quipped — turning a crime that embarrassed France into a moment of ironic German efficiency.

With inputs from AP