Maurice Lacroix is hitting on all cylinders with its strategy to cover $1k and below segment, Pontos sports watches in the middle, and Masterpiece series showcasing innovation blended with traditional watchmaking.
Watchuseek spoke with Stephane Waser, Managing Director, who emphasized this strategy is a winning formula for Maurice Lacroix. Innovations like recent Powerlite technology, an alloy of five elements: aluminum, magnesium, titanium, zirconium and ceramic. Its a lightweight material which is great for sports watches like Pontos S Extreme but also compliments well the Masterpiece Gravity with manufacture movement.
While Baselworld focus was on the 40th anniversary, Maurice Lacroix is now focusing on the $1K and below segment with Eliros dress watches. All the models come in a slim case with milanese strap or a leather strap with retro M insignia.
Maurice Lacroix has also built a strong relationship with FC Barcelona and has created a whole lineup around this partnership but keeping affordability in mind.
According to ML, FC Barcelona and Maurice Lacroix aim to remain close to their fans, speak the same language, and offer every one of them a high-quality Swiss luxury product. An affordable “fan’s” watch will provide an entry-level opportunity for Swiss timepiece ownership. For lovers of mechanical timepieces or for those wishing to make the big jump, a stunning “player’s” watch and a sophisticated “executive” model will also be sold in all FC Barcelona boutiques and in the extensive worldwide network of official Maurice Lacroix retailers.
Visit Maurice Lacroix website