Alexander Böcker, who leads Böcker Maschinenwerke GmbH as managing director and is the third-generation family owner, expressed to The Associated Press his surprise upon discovering that their lift had been improperly used in a robbery, saying both he and his wife were “shocked” by the incident.

“Once we got over the initial shock, our reaction shifted to dark humor,” he mentioned in an email correspondence with the AP.

The thieves had maneuvered the lift to the museum, ascended the building’s facade, broke a window, shattered display cases, and made off with irreplaceable Napoleonic jewels, escaping on motorbikes through the heart of Paris.

Seizing a marketing opportunity, Böcker’s company swiftly crafted a social media post by Monday morning. The post showcased an image of the freight lift—typically used for moving furniture and in construction—accompanied by a German slogan translating to “when you need to get things done quickly.”

The advertisement highlights the capabilities of the “Böcker Agilo,” boasting its ability to carry up to 400 kilograms of “your treasures” at 42 meters per minute. It also claims the lift operates “whisper-quiet” due to its 230 Volt electric motor.

“We were hoping for a little attention and some lightheartedness, but the response exceeded our expectations,” Böcker conveyed on Thursday.

“I can understand that not everyone shares this sense of humour, but the vast majority laughed heartily.”

But the freight lift is not permitted to transport humans, Böcker said.

Crown jewels, yes. Thieves, no.