The synergy of Maurice Lacroix watch-making
Maurice Lacroix is a luxury brand of Swiss watches based in the Canton of Jura and headquartered in Zurich. Its workshops use the latest CNC technology to produce low-volume individual parts with high added value to create masterpieces that are durable, affordable and above all, easy on the eye. This year the brand unveiled its latest collection, which included special editions resulting from the partnership with FC Barcelona
During Baselworld, the most anticipated annual event in the horology industry, “Day and Night” magazine found itself in a tête-à-tête with the Managing Director of Maurice Lacroix, Stephane Waser. In the intimate discussion we learnt what sets the brand apart from its competitors and how it went on to achieve a remarkable series of innovative developments that have resulted in a strong global following by avid horology aficionados.
What changes have you made to attract a larger Middle Eastern following?
Our association with the Middle East has been a long and steady partnership, where at one point in time, we were selling large quantities of our watches to that particular market. During our time in the Middle East we discovered that customers are inclined towards quartz movements rather than mechanical ones that are produced by Maurice Lacroix – demand is especially high by ladies who demanded more variety. In response to this demand, we produced the Eliros and ultra-feminine Fiaba collection, which consists of watches with or without diamonds that have proven very popular in the region.
Who is your typical customer in the Middle East?
That’s a hard question to answer, as we don’t have a certain type of customer in that diverse region. For example in Dubai, you can see exactly why, as the city is a cosmopolitan one with many tourists and locals all shopping under one roof. Our customers there are Russians, Chinese, European and locals who mostly prefer the Masterpiece collection. However, our products are generally aimed at the young to middle-aged market who are active and enjoy living for the moment. Our slogan “Your time is now” serves to encourage people to appreciate every aspect of life, therefore not letting a moment go by where they are not happy.
What watches are available as a result of the partnership with FC Barcelona?
Last year, we launched three products that excited football fans. The first one was the President Watch, also formally known as the FCB Masterpiece Squelette, which is a sporty watch that comes in a 43mm stainless steel, black PVD case and is driven by a hand-wound movement that captures the spirit of the football team. The second model is the Pontos S, which comes with either a steel bracelet or a coloured strap that represents the team’s colours, and the final model, the Eliros, which is a quartz watch available as a chronograph or just with a date function. We also carry unique watches that are designed by the players themselves, this strategy aims to serve fans an opportunity to wear a part of their favourite player’s personality on their wrist.
To capture public interest we organized a Handover experience in April 2015, which was widely publicised via all major social media platforms. The experience unfolds via a film format with an exciting and engaging storyline, where special editions of Maurice Lacroix watches are hand-delivered via a stunning secret-agent to the players in Barcelona. The video can be found on YouTube, where its viewing numbers are steadily increasing.
Have there been any additions to the Masterpiece Collection?
In addition to the Mysterious timepiece we launched two years ago and the Gravity watch launched just last year, we have expanded our Masterpiece collection with another three models of the Gravity. The release coincides with the brand’s 40th anniversary; therefore two of the models are limited editions. The Gravity is powered by an automatic calibreML230 that beats at a steady rate of 18,000 vibrations per hour and stores a massive power reserve of around 50 hours.
What has the feedback been like for the Gravity watches launched last year?
We had a phenomenal response on the collection last year. The traditional limited edition pieces have sold out of all the 250 watches we produced, and the brown strap ones are still selling at a satisfactory rate that we are very pleased with.
What’s so special about the Masterpiece Power of Love timepiece?
The Power of Love timepiece is from the Masterpiece collection and is produced as a limited edition of 88 spectacular pieces. The horological artistic watch is aimed at ladies and features three hearts on the dial that turn to form the word “Love” once every minute. The mechanism behind this cycle is based on the square-wheel one which the brand is renowned for. It’s very feminine, elegant and with plenty of attitude to empower young women who live for the moment. The Power of Love watch is completed with a choice of white or red alligator leather strap.
Where would you like the brand to be in 5 years’ time?
In 5 years’ time, I would like to see a steady increase in sales and distribution of the Pontos range. I would also like to see more stability in the market where the brand is well-balanced in terms of sales and production of ladies watches, which would ultimately result in a larger female client base.
