Maurice Lacroix aims to win with design, precision and passion By: Victoria Townsend
fiogf49gjkf0d What are the general trends for watches today? What directions do you foresee for 2015?
“Watches were huge in the past and then became smaller, and now we are going back to big sizes again. Colours are becoming important, for straps and also cases. New materials will play a big role. We are working with our Powerlite R to have different variations of colours for our cases, with muted tones, light grey…. It is an alloy, and not easy to get the right colours.”
You have repositioned the brand Maurice Lacroix twice. What is it that you find appealing about the brand, and how have you repositioned it?
In 2008, we had a vision for Maurice Lacroix. We had become a manufacture brand, and decided there would be no more watches sold for less than CHF 5,000, no more quartz movements. Then the crisis came and we were doubly hit. We were not selling enough, so we went back to where we were strong: to the range of CHF 1,000 – 5,000. We had to move quickly, and stabilized the situation in 1 year, winning back customers with design, with progress, with being modern.
Then in 2011 there was a takeover, and DKSH became our majority shareholder. (Based in Zurich, DKSH is a leading service-provider for market expansion in Asia.) With financial power and incredible distribution in Asia, they asked us to think about a new direction. We want to be the leader in the CHF 1,000 – 5,000 price range of the luxury segment by targeting confident social climbers who like quality luxury goods, not big logos.
We reflect this in our advertising campaigns, and have developed social media also, that has become very important for us. We are active on all social platforms with 140,000 quality followers.”
A large part of your distribution is in Asia. What are the pros and cons of relying on the Chinese market? Do you see any alternatives?
“Well, we also have markets in the US, Germany, Spain… Our sales are balanced, and we are not suffering as much as some competitors who were so dependent upon their developments in Asia.”
How significant is the Middle East market for Maurice Lacroix? Do you have expansion plans for the region, such as opening your own boutique?
“It is very important for us, and is growing. We have almost doubled our sales there since Basel 2014, thanks to our new product strategy and new development and marketing partner in the region. We have strong partners with beautiful points of sale, as in Paris Gallery, with lots of space, so there is no need yet to have our own boutique there.”
20% of your current sales are ladies’ watches. Is it important for you to develop this and if so how would you do it?
“Yes and so far we have only 1 line dedicated to ladies’ watches. We need to develop this, as ladies are welcoming more and more the brand. We are working on developing new ladies’ models from the Masterpiece collections. “
(In addition to the dedicated line, there are ladies’ models in existing Maurice Lacroix lines, such as the Masterpiece Square Wheel Pink Pearl for ladies).
Maurice Lacroix has signed a 3 year contract to be the official watch partner of FC Barcelona. What is the link between your 2 organizations, and how does Maurice Lacroix benefit from the deal?
“We are both playing on a very high level. We both want the best and we both like success. We have common values; it is a fresh, progressive club.
The partnership is a commercial deal that we can exploit in different ways. “
Maurice Lacroix has customized FCB watches for 3 fan levels. (The watches are already in Paris Gallery.) It has a presence in all FCB boutiques and e-shops, strong branding at the CampNou stadium, with LED perimeter board advertising, the center giant clock, and substitute boards, and benefits from player events and image rights.
Maurice Lacroix is 1 of the world’s few independent watch producers. What are your main challenges, and what are your priorities?
“Well, our main challenge is also our priority. When you are part of a big group, distribution is much easier; you can get space. Being independent, our main priority is to have space, to not be squeezed out.”
2015 is the 40th anniversary of Maurice Lacroix. How will you celebrate that?
“We will have a special new product that we will present at Basel, and we have many activities planned, with a new digital media campaign, and with the retail trade.”
Do you have a final word for our readers?
“The Middle East is a long – term relationship for us. It is an important market for us, and we hope that with their passion for football they will like our activities and new FC Barcelona products.”
End
|