A well-known brand appeared at the Basel show in a new aspect this year. This year visitors of Maurice Lacroix stand were surprised a lot. In fact, they were met by new models, new status, a new advertising campaign.
Step to Manufactory
Back in the 90's Maurice Lacroix set itself a significant, but achievable goal: to create extraordinary watch, which would connect Swiss horology centuries-old traditions, more sophisticated and innovative developments, modern design, attention to details and excellent quality. In line with this objective, one of the company's key directions was development of unusual, attractive additional functions in mechanical watch. And the company has achieved significant heights in creation of chronographs, watches with retrograde indicators.
However, the last 2-3 years, Maurice Lacroix was not pleasing us with novelties - all efforts were aimed at establishing their own production. Then, in October 2006, the company introduced its first entirely self-designed and manufactured machinery - ML 106 chronograph. Given the fact that Maurice Lacroix has been already manufacturing and assembling cases, this meant that the Zurich company became a full member of the elite club of Swiss manufactures.
Today, Maurice Lacroix Montfukone and Senelezhe factories bring together all the components, necessary to produce high-quality watches: creativity, horology experience, high-tech. All production and engineering firms are equipped with modern equipment. The company's high potential for as a manufacturer of machinery is also confirmed by the fact that chronograph became the first mechanism, which was followed by a second unusual caliber - skeleton. At the same time, the company's model range was seriously changed.
Modern Classics
Certainly, many readers remember this slogan, used by Maurice Lacroix 5-6 years ago. You will not find it today in catalogs or on brand's images, but it is relevant today, perhaps more than ever: the company changed the style of most its models with from traditional classical to neoclassical.
Although the composition of collections remained the same, the latest Maurice Lacroix models are strikingly different from usual image. Keeping classic style, watch gains more stringent modern forms, and traditional elements of decor, for example, guilloche, gradually dissapear. Maurice Lacroix watch Design has become fresher, - the company president, Philippe Merk, says - new models are multi-purpose: they are appropriate for business suit and tracksuit, and at the evening reception. "
Maurice Lacroix new image can be seen in Masterpiece Squelette model best of all. "Manufacturers just try to remove as much metal from traditional skeletons, as possible, however, we initially approached mechanism projection in terms of design. We created watches in popular 3D-style" - Merk says.
One cannot but admit that designers were able to fully realize the company's vision. Intriguing form of platinum, which reveals a fascinating system of wheels and levers, actually creates an effect of depth. Special, mirror coating of back transparent cover reinforces it. Instead of traditional patterned engraving or Cotie de Geneve, details are covered with deliberately rough buffing. The body of watch is also not bright, but polished.
A new, more modern approach to design can be seen in other models. Pontos Chronograph offers 3D-face, Masterpiece Phase de Lune - bizarre marking, Masterpiece Jours Retrograde - ajar mechanism. It is easy to see cases of watches also became more modern.
New image
New models and company's joining a club of elite manufactories required to develop a new brand image. Bright and stylish advertising campaign had to emphasize brand's regeneration, and above all - outstanding, complex "stuffing" of watches.
In collaboration with one of the best-known Zurich advertising companies, Maurice Lacroix created a new emotional and correct range of advertising images. Brand's new positions are described in the words "Strength, pride, passion." And the first thing they did - slightly modified Maurice Lacroix logo. Already familiar stylized letter "M" was placed between the words Maurice and Lacroix, giving the logo a new form. Earlier used Switzerland logo was replaced by Manufacture Horlogere Suisse.
In accordance with Maurice Lacroix new image, the chief focus of the campaign was put on charming, complex internal structure of each of the models. Advertising images are as if saying: look, Maurice Lacroix watches beauty extends much deeper, than it is noticeable from the outside. The same is confirmed by the slogan: "More than you can see."
Each image created by designers has a message that emphasizes beauty and complexity of the mechanism and its individual components and illustrates additional functions and features of watches. These messages allow a buyer as if entering an exciting world of high horology art.
Advertising motifs and new brand's positioning will be supported in places of watch sales. Thus, 35000 Maurice Lacroix points of sales worldwide will offer new displays. In addition, an advanced Shop-In-Shop technology will be increasingly used. All other communications, including catalogs and Internet site will also be reviewed under a new brand's image. This will help consolidating Maurice Lacroix image, as an exclusive manufacturer and important player in all key markets worldwide.
In the nearest future the company's designers are preparing the world premiere, which is designed to permanently write the brand's name in history of the world's horology. However, we will tell about it closer to the New Year.
