Maurice Lacroix
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In recent years, Maurice Lacroix advanced consistently. The world of mechanical precision is being constantly enriched by innovative complications and movement developments, and thanks to its first own manufacture movement and the fact that since the end of 2006, complex movement components have been produced in own workshops, Maurice Lacroix has been elevated to the ranks of exclusive Swiss manufacture brands. This new positioning as a manufacture brand called for a new brand identity, the leading concept being “Power, Pride, Passion”.

The focal point of the new Maurice Lacroix campaign, besides the refined appearance of a Maurice Lacroix timepiece, is most definitely its exciting, highly complex inner workings. The beauty of a Maurice Lacroix watch, you see, is more than just skin deep. The central message of the new brand advertisement is therefore “More than meets the eye”.

Each lavishly designed visual includes this message and joins it to aspects of the luxurious, outward appearance of the presented watch model, to details from the mechanical movement or with illustrations to the additional functions concerned. This is how the message entices the consumer into the fascinating cosmos of high watchmaking art.