Maurice Lacroix's Global Impact and Innovation with CEO Stéphane Waser

Lonely Wrist: All Things Watches & Horology

Ever wondered how a luxury watch brand keeps its pulse on time? Join us as we engage with Stéphane Waser, CEO of Maurice Lacroix, who shares the secrets behind the brand’s sustained success and its unique market presence. From Turkey to the uncharted territories of the US market, Maurice Lacroix has cultivated a reputation for offering high-end craftsmanship at accessible prices since overcoming the challenges of the quartz crisis in the 1970s. Stéphane takes us on a fascinating journey through the brand's unique origins linked to silk and brush trading, revealing how historical roots have shaped their distinctive identity.
Dive into the transformative years post-2008, where Maurice Lacroix pivoted from a product-centric approach to building a unified global brand. Stéphane reveals how the Aikon line, born out of meticulous market research and aimed at millennials, has become a cornerstone of their success, accounting for over 70% of sales. This episode uncovers how strategic shifts and innovations have revitalized the brand, allowing it to thrive amidst economic challenges and a changing consumer landscape.
Looking ahead, discover Maurice Lacroix's forward-thinking approach to sustainability and authenticity. Stéphane shares insights into the innovative use of materials like Powerlite and their commitment to social responsibility through initiatives in Northern Thailand. Forget celebrity endorsements; learn how the brand is opting for genuine connections with passionate individuals who embody their urban spirit. With a focus on Gen Z's values and transparency, Maurice Lacroix is setting a new standard in the watch industry, balancing traditional craftsmanship with modern expectations.
Check out Maurice Lacroix:
https://www.mauricelacroix.com/us_en/

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1. Maurice Lacroix's Global Impact and Innovation with CEO Stéphane Waser (00:00:00)

2. Maurice Lacroix CEO Interview (00:00:10)

3. Branding Evolution and Market Research (00:13:58)

4. Future of Maurice Lacroix Watches (00:19:46)

5. Authenticity and Tradition in Watchmaking (00:32:20)

6. Sustainability, Customer Engagement, and Challenges (00:45:51)

7. Innovative Materials and Leadership Insights (00:51:31)