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In recent years, Maurice Lacroix has advanced consistently. The world of mechanical precision is being constantly enriched by innovative complications and movement developments. Thanks to their very first manufacture movement and the fact that complex movement components have been produced in their own workshops since 2006, Maurice Lacroix has been elevated to the ranks of exclusive Swiss manufacturing brands.
This new positioning as a manufacture brand called for a new brand identity, the leading concept being “Power, Pride, Passion”.
The focal point of the new Maurice Lacroix campaign, besides the refined appearance of a Maurice Lacroix timepiece, is most definitely its exciting, highly complex inner workings. The beauty of a Maurice Lacroix watch, you see, is more than just skin deep. The central message of the new brand advertisement is therefore “More than meets the eye”.
Each lavishly designed visual includes this message and joins it to aspects of the luxurious, outward appearance of the presented watch model, to details from the mechanical movement or with illustrations to the additional functions concerned. This is how the message entices the consumer into the fascinating cosmos of high watch making art.
Maurice Lacroix has set itself a clear objective: both through consistent preservation of the long tradition of the Swiss watch making art and meeting its high standards, as well as creating, with its very own, innovative complications and movement developments, contemporary design and a heightened passion for detail and perfection, extraordinary timepieces.
Those who appreciate lasting value derived from the synergy of traditional watch making, creative development work and the latest technology, as well as aficionados seeking the extraordinary know not to entrust valuable, irrecoverable time to just any timepiece but rather to a timepiece from Maurice Lacroix.
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