A German-built freight lift has become an unexpected star on social media after thieves used it in a rapid daylight robbery at the Louvre Museum in Paris.

Photos of the lift, manufactured by Böcker Maschinenwerke GmbH, went viral this week as details emerged of how the criminals staged their brazen heist. The burglars spent less than four minutes inside the museum on Sunday, climbing the Louvre’s façade in the lift, breaking into a window, smashing display cases and escaping with Napoleonic jewels before fleeing on motorbikes.

Alexander Böcker, managing director and third-generation owner of the Herdecke-based company, said he and his wife were initially “shocked that our lift had been misused for this robbery.” Writing in an email, he added that “once the initial shock had subsided, black humour took over.”

The company lost no time seizing the marketing moment. By Monday, Böcker posted a promotional image of the freight lift, normally used in construction and furniture moves, with a slogan translating to “when something needs to be done quickly.” The post also highlighted the “Böcker Agilo’s” ability to carry up to 400 kilograms at 42 meters per minute, describing the device as “whisper quiet” thanks to its 230 Volt electric motor.

“We had hoped for a bit of attention and some good humour, but the feedback was overwhelming,” Böcker said Thursday. “I can understand that not everyone shares this sense of humour, but the vast majority laughed heartily.”

The company stressed that its lifts are not meant to carry people.

Crown jewels may be one thing, Böcker suggested. Thieves are not.