Maurice Lacroix is launching a stunning new advertising campaign with a finger on the pulse of modern lifestyle. Built around the claim of “Your Time is Now.”, it focuses on bright, upcoming men and women who are looking to capitalise on their growing status and successful lifestyles by investing in a luxury product that makes a statement. With the launch of this new campaign, Maurice Lacroix builds on the growing success of the brand and its consumers.
The “Your Time Is Now” campaign is being launched worldwide and features market-specific taglines that reinforce and complete the main claim according to local customer profiles, cultures and mentalities. It stems from the key consumer insights of self-reward, recognition of success and pride. It is a refreshing invitation to spoil yourself, go new places and enjoy your highlife.
Marc Gläser, Managing Director of Maurice Lacroix SA: “This campaign is spot on ! Just what Maurice Lacroix is all about. It is fresh, evocative, inspiring and the message is very clear and direct. I am convinced it will reach out to our customers in a very effective way and also strongly contribute to build the image of our brand which is all about stylish, meaningful enjoyment… with great substance.”
The campaign is composed of 3 visuals promoting men and ladies watches as well as exciting combinations for him and her. The first visual shows a woman as stunning as the watch she is wearing, visibly getting ready for an important appointment. Her time is definitely now. The second visual sees a couple about to board a hydroplane. The moment breathes enjoyment, complicity and excitement. Their time is now. The third eye-catching visual, currently being shot, will feature a man and is set to launch in January.
With this campaign, Maurice Lacroix communicates the craftsmanship, creativity and confidence that characterize the brand and its products.
About Maurice Lacroix
Since the launch of its first watch in 1975, Maurice Lacroix has evolved to become a sought-after Manufacture brand. At the end of 2006, Maurice Lacroix set up its own workshops to produce the complex components for its outstanding mechanical calibers. This development has catapulted the brand into the exclusive league of Swiss Watch Manufactures. Thanks to its numerous innovations in both technology and design, Maurice Lacroix rapidly filed a number of patents and trademarks. Maurice Lacroix is one of the world’s few independent watch manufacturers and employs over 200 people worldwide, the majority of whom are based at the international head office in Biel and in the manufacturing plants in Saignelégier and Montfaucon in Switzerland. On July 1, 2011, DKSH, a Swiss company based in Zurich and a leading service-provider for market expansion in Asia, acquired a controlling stake in the Maurice Lacroix group. With 650 subsidiaries and 24,000 employees, DKSH is present in 35 countries and generated nett sales of 7.3 billion Swiss francs in 2011.