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Maurice Lacroix How-To Campaign

Watch Brand Aims To Educate Wearers

Swiss watchmaker Maurice Lacroix has rolled out a new digital campaign aimed at educating wearers, sellers and media about its products. The eight part video series, uploaded to the brand’s YouTube channel, covers topics such as the functions, handling and construction of specific watches. Each one to two and a half minute clip has been filmed in the setting and on the wearer it is best suited to, such as the office or a diver. Models featured include the Pontos S Supercharged, Masterpiece Worldtimer, Les Classiques Date and Mysterious Seconds. A statement from the brand said the campaign is intended to improve operations at three levels; customer information, point of sale training and brand image. “This immersive view presents the watches from original and natural angles, enhancing the smallest details of Maurice Lacroix’s precision expertise.” Maurice Lacroix, which is the official watch partner of Barcelona Football Club, was founded in 2001. The brand has several ambassadors such as world swimming champion James Magnussen and Movember CEO Adam Garone. Headquartered in Bienne, the business produces around 90,000 watches a year sold via 3,000 outlets worldwide including standalone stores in Berlin, Hong-Kong and Seoul. Maurice Lacroix watches are available to buy in the UK from stockists such as Harrods, Selfridges and John Lewis. Prices start at around £400 and reach around £5,000.

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Maurice Lacroix How-To Campaign

Luke Todd

As FashionBeans deputy editor, Luke Todd is tasked with filtering through the latest from the worlds of fashion, grooming, fitness, technology and lifestyle to deliver an indispensable edit of the most stylish stuff. Along with working on the site since 2009, he has written for leading titles such as ShortList, Drapers and GQ Style Germany and has consulted for brands including Bulldog Skincare and James Harknett.