Your Time Is Now: Maurice Lacroix launches global ad campaign

25 - 01 - 2013 | 14:15

Maurice Lacroix is set to launch a new global advertising campaign under the tagline “Your Time Is Now” aimed squarely at a young upwardly mobile target audience with plenty of disposable income.

The campaign will run worldwide using imagery and taglines that reinforce key consumer insights of self-reward, recognition, of success and pride. The idea being to spoil yourself, go new places and enjoy the high life as you are only young once.

"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." Marc Gläser, Managing Director of Maurice Lacroix SA

The campaign comprises 3 visuals promoting men’s and women’s watches as well as combinations for him and her portraying a series of aspirational scenarios reflecting the Swiss dream; an affluent, self contained almost celebrity lifestyle.

With this campaign, Maurice Lacroix wants to communicate the craftsmanship, creativity and confidence that characterise 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.

Visit the Maurice Lacroix website

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Tags: Maurice, Lacroix, Watch, Campaign,

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Yes your time is now ML, stop confusing people with cheap quartz watches, concentrate on quality pieces only and stop discounting the quality pieces you make at 85% off retail on line. If you continue doing that no campaign like that will help you and you will go down (which is a shame because company has a great potential and the high end watches are classy)
Wiacek | 25 - 01 - 2013 | 14:15
It's easier to be critical than creative, I accept, but I'm really not sure about this campaign at all - didn't this style of advertising die out in the early 1990s? I've worked in luxury-goods marketing for years and aspiration is all well and good, but most of Europe is still in recession and consumer confidence is on its backside so I don't feel that this message is right for the time we're currently living in. Also, to be blunt, I think ML has a bit of an identity problem - I carried out an unofficial straw poll amongst some friends and they either didn't know the brand or didn't feel it was aspirational enough. To quote an ex-colleague: "I'm not a movement geek so why would I buy one of these over a Cartier or a Rolex?'. I'm a watch guy so I get it but I'm clearly not the target audience so this campaign may be missing the mark. Not sure that celebrity fatigue will help either - surely we've all had it up to our necks with Brangelina and their ilk? Do we really need to see another 'celeb' couple with great hair and perfect skin?
Russell | 13 - 01 - 2013 | 21:02