A German company inadvertently embroiled in the Louvre Museum heist after one of its lifts was used in the theft is making the most of its free publicity - by launching a new advertising campaign.

A separate post from the social media influencer Ian Miles Cheong, viewed over 90,000 times, reads, “The man in the fedora, who looks like he came out of a detective film noir from the 1940s is an actual French police detective who’s investigating the theft of the Crown Jewels at the Louvre. Pure aesthetic.”

Master jeweler Stephen Portier said the Louvre robbers might recut the stolen gems, which would significantly decrease their value.

Thieves used a stolen truck-mounted moving lift to scale the Louvre and steal royal jewels worth over $100 million in a lightning-fast Paris heist.

Meanwhile, the Louvre’s director, Laurence des Cars, is set to make a much-anticipated appearance in front of France’s Senate Culture Committee to answer questions regarding the museum's security and what went wrong on Sunday when nine pieces were swiped from the museum’s Apollo Gallery.

About 100 investigators are now involved in the police hunt for the gems and heist suspects​, said prosecutor Laure Beccuau, whose office is leading the investigation.

Just days after a stunning heist at the Louvre Museum, speculation is growing around where the lavish, stolen jewels that once adorned France’s royals might end up

The brazen daylight robbery of the Louvre on Sunday has turned into a marketing opportunity for Böcker, a German maker of cranes and elevators whose product was used in the heist.