Maurice Lacroix Re-conquers the American Market

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Press Release

Maurice Lacroix Re-conquers the American Market

Contemporary Swiss watch manufacture Maurice Lacroix launches new independent U.S. distribution under the helm of Hartmut Kraft

Zurich, February 2011 -  Maurice Lacroix, the independent Swiss watch manufacture known for the contemporary reinterpretation of traditional Swiss watch making, completes the restructuring of the North American market with an all new independent distribution.  Martin Bachmann, CEO of Maurice Lacroix and Hartmut Kraft, the distributor who orchestrated the successful turnaround of Chronoswiss in the Unites States, signed an exclusive distribution agreement.

“We are thrilled to join forces with an independent distributor to rebuild our presence in North America” says Bachmann.  “I consider Hartmut the ideal match.  He perfectly impersonates our core brand value: Follow your convictions”.  Kraft, a passionate watch collector for more than two decades, gave up his job as a corporate attorney to join the watch industry.  Since 2008, he runs his own wholesale operation in Princeton, New Jersey.

The new Maurice Lacroix distribution will implement an aggressive marketing and sales strategy to first consolidate the retail landscape to a maximum profitability for the retail partners and then organically grow to some 120 doors over the next five years.  With a completely new line of products, featuring manufacture movements at unparalleled pricing and unique designs, Maurice Lacroix is aiming to change the landscape in the market for mechanical watches in the lower and mid level price ranges.

“Having seen the factory, the new products and the young and progressive management and marketing team around Martin Bachmann, I am entirely convinced that Maurice Lacroix will positively surprise U.S. retailers and customers alike”, claims Kraft.  “I couldn’t wish for a better addition to my portfolio of brands and I am very excited to bring the good news of the new Maurice Lacroix to my retail partners in America”.

In recent years, Maurice Lacroix delivered six movements that were entirely developed and manufactured in-house.  During Baselworld this year, we will see the launch of the first two fully in-house developed automatic calibers.

About Maurice LacroixSince the launch of its first watch model in 1975, Maurice Lacroix has become a sought-after Manufacture brand. With its own workshops producing complex components for mechanical calibres, Maurice Lacroix joined the exclusive league of Swiss Watch Manufactures at the end of 2006. Thanks to continued innovative development in both technical fields and design, Maurice Lacroix has registered several patents and trademarks. Maurice Lacroix is one of the few independent watchmakers with a global retail network in 72 countries and employs more than 200 people worldwide - the majority of whom are based at the international head office in Zurich and the production facilities in Saignelégier and Montfaucon in Switzerland.

Contact for press enquiries:

Maurice Lacroix of North America

103 Carnegie Center, Ste. 300

Princeton, NJ 08540

Phone: 609-375-2293

Fax: 609-751-9370

e-mail: info@mlxusa.com

www.mauricelacroix.com

2010 Chronoswiss Holiday Sweepstakes

The 2010 Chronoswiss Holiday Sweepstakes

Chronoswiss launches the sequel of last year's celebrated giveaway

Chronoswiss announces the 2010 edition of the legendary Chronoswiss Holiday Sweepstakes in the United States.  From November 15 through December 31, 2010, the race is open to win one of the brand new models from the Chronoswiss Sirius line of watches that were just released for sale in the United States.

Chronoswiss traditionally uses the holiday season to give back to its loyal followers.  "We are looking back on a tremendously successful 2010" remarks Hartmut Kraft, President of Chronoswiss of North America. "That is why we want to share one of our watches with the lucky winner of this Holiday Sweepstakes."

The winner of the 2010 Chronoswiss Holiday Sweepstakes will be awarded the stainless steel Sirius Ref. CH 1023, valued at $4,900.  This watch features a hand wound manufacture move-ment Cal. C.111 in a 40mm finely brushed and polished case with sapphire front and back crystals and a water resistance of 30m (3 ATM).  The manually crafted and polished hands and ap-plied numerals adorn a massive sterling silver dial with a small seconds indication.  The sweepstakes also includes the chance to win a limited edition Fountain pen Styloscope, valued at $880 and other attractive prizes.

With industry leading service, a 24/7 retail hotline and a highly individualized customer approach, Chronoswiss is on the way of becoming one of the most sought-after independent brands in North America. "We simply aim to offer the best horological value money can buy." Kraft adds, "Chronoswiss has the ultimate luxury of not being absorbed by shareholder value. That is why we can and will use our success for one purpose only: To build better watches and to perfect the caring relationship with our customers".

www.facebook.com/chronoswiss