Maurice Lacroix opts for expansion – and boutiques

In the future also in Berlin: Maurice Lacroix boutique

Short before the start of the BASELWORLD Maurice Lacroix first details of the strategy for the coming years told: In the course of expansion, the brand plans to open 2012 a total of eight of its own stores in Asia and Europe. In addition, the presence in Europe is further expanded with the acquisition of the distribution in Italy, France and the Netherlands. With these measures, Maurice Lacroix is aiming for a growth above the industry average. Marc glasses, Managing Director, Maurice Lacroix, to: “to open its own stores, as well as to increase our presence in the markets for us means big opportunities for growth, as well as a strengthening of the brand. An exciting time that will allow us to position Maurice Lacroix with surprising and trend-setting activities ahead of us.” This year will open their own boutiques in Zurich (Switzerland), Berlin (Germany), Bangkok (Thailand), Singapore, Shanghai and Beijing (China), Taipei (Taiwan) and Viet Nam. More locations are to follow in the coming years.

With the opening of boutiques Maurice Lacroix joins a general industry trend. For several years, virtually all brands in the premium segment on mono-brand stores and thin at the same time expose its network of concessionaire.

Maurice Lacroix takes over the distribution in the countries of Italy, France and the Netherlands also in the coming weeks and in this context, it is local employees in the areas of sales and marketing. These changes will allow the brand to strengthen its presence and to pursue more efficient paths in the distribution and customer proximity.

This additional investment aims to achieve double-digit growth above the industry average.

The expansion strategy followed by the takeover of the brand last year in the wake of a successor treaty by the founding family. Since July 1, 2011, DKSH has a Swiss company with headquarters in Zurich, as well as leading service provider for market expansion in Asia, the controlling majority of the Maurice Lacroix group.