New ownership, new Managing Director and a revised strategy – Maurice Lacroix sets its course into the future. Marc glasses, since January, 2012 CEO Maurice Lacroix, and Markus Wojaner, Managing Director Maurice Lacroix Germany, report in an interview with bridgat that a new strategy is not a complete change of direction and that today no growth can be reached without Asia.
bridgat: what signal did you take 2012 of BASELWORLD?
Markus Wojnar: We could inspire the dealer with our new products and see very positively in the year 2012.
bridgat: Maurice Lacroix will open this year eight boutiques, including one in Berlin. What are these flagship stores for the company do?
Wojnar: First and foremost we want to sell watches. In Berlin, we will open the first boutique of in Germany one of the absolute TOP locations. We see a flagship store but also as a platform for the presentation of our entire product portfolio and as a “Brand-bulding measure”.
“We see positive in the year 2012.”
bridgat: what effect will have the boutique on the surrounding concessionaires?
Wojnar: The concessionaires will benefit the brand, as well as the PR and advertising from the presentation around the boutique and the brand. We want to trigger an increasing desire for our products.
bridgat: this concept is a signal, the Maurice Lacroix more emphasizes the watches upper class?
Wojnar: The concept is an international concept, which will position the brand quality and gives a statement of quality, value and innovation.
“Your own movements are important for the credibility.”
bridgat: the new owners have placed that topic of expansion in their statements to the BASELWORLD strongly to the fore. How is it taken?
Marc glasses: the focus is in the high-growth markets in Asia. Mainly China but also Singapore and Hong Kong, and Taiwan. We want to grow also in Central Europe, where we make the distribution itself. Maurice Lacroix has growth potential in all markets, because we now and then on the price between 1000 and 5000 Swiss francs focus. We want to increase the number of units such as the average price.
bridgat: what does this mean for the German market?
Wojnar: In the German market we are to speak to our audience better, with products in the medium price range, but also with innovative products from the factory collection, as well as the Pontus collection.
bridgat: how important are the Asian markets for Maurice Lacroix at the moment?
Glasses: for growth is very important. Currently, our market share is there for 40 to 45 percent.
bridgat: how different is the perception of the brand Maurice Lacroix in Asia from the in Central Europe?
Glasses: In Asia we are positioned primarily as a mechanical watch brand. On the women’s models, this does not apply however.
bridgat: a high-quality watch brand can survive today even without Asia?
Glasses: Survival already. But the growth will be difficult.
bridgat: the eleventh now own clockwork was presented in Basel. What does this expansion of manufacturing competence for Maurice Lacroix?
Glasses: These developments are very important for our credibility in the mechanical field, as well as in independence.
bridgat: how is the percentage ratio (calculated in numbers) by manufacturer/supplier plants at the moment?
Glasses: at the moment the factory works have accounted for 10 percent.
bridgat: the independence of work suppliers can be a target for Maurice Lacroix?
Glasses: No. We want to remain 1000 to 5000 strong franc precisely in the area. In this price category we are dependent on high-quality and affordable works.