Launched in 2016, the Icon quickly became a signature collection for Maurice Lacroix thanks to its high-quality exterior and strategic price point, says Stephane Waser, managing director of the brand.
Interview and text by Masayuki Hirota (Chronos-Japan)
Edited by Yukiya Suzuki (Chronos-Japan)
[Article published in the July 2024 issue of Kronos Japan]
Customer feedback shapes success
Managing Director of Maurice Lacroix. Born in Switzerland in 1975. After graduating from HEC Lausanne, he joined TAG Heuer. After working in marketing at various companies, he joined Maurice Lacroix in 2008. As International Marketing Director, he increased the brand's recognition. He has held his current position since July 2014. By launching "icons" and building connections with the community, he has put Maurice Lacroix back on a growth trajectory.
"Icon is our youngest collection, so we've been focusing on it for the past few years."
However, following the success of this company and others, other companies have also started to produce sporty watches with bracelets. So how do they differentiate themselves?
"What I learned from Aikon is that this collection is similar to fashion. Therefore, it is important to give the collection movement through colors and limited edition models. For example, we have a summer edition, a model with a pink dial, or an Asia-only model. Aikon has now become a collection that everyone wants. But once people have it, they want something different. That's why we add new models."
He keeps a close eye on the trends among watch enthusiasts. Indeed, it is rare for the head of a major manufacturer to have as much contact with customers and the watch community as Wazor.
"We learned about the importance of the watch community from Japan, namely from the Maurice Lacroix fan club in Japan. We started listening to our customers, and their ideas were very interesting. If we could listen to what they had to say and understand what they meant, we would know what to develop."
This is a new diver's watch that was revived in 2023 in response to the demands of watch enthusiasts. It looks almost identical to its predecessor, but the water resistance has been reduced from 600m to 300m, eliminating the helium release valve. The case has been made smaller and thinner. As is typical of Maurice Lacroix today, the price is quite strategic. Automatic movement (Cal. ML115). 25 jewels. Power reserve of approximately 38 hours. Stainless steel + DLC case (42mm diameter, 13mm thick). 325,600 yen (tax included).
One example is the new Pontos S Diver.
"I was looking at Instagram posts in 2019 and the most commented item besides the Icon was the Pontos, but it had been discontinued. I knew we had to bring it back."
The Pontos S Diver, released in 13, was a high-quality, stylish diver's watch, but it wasn't particularly popular. The attention on Pontos, however, helped spur a revival. But... Why revive a new model when the Icon also had a diver?
"The Icon and the Pontos have different characters. The Icon is more urban, while the Pontos is more lifestyle-oriented," Waser added.
"Customers and watch enthusiasts sometimes have very good ideas, and sometimes the opposite is true. But without customer feedback, and without us listening to it, Maurice Lacroix would not be the brand it is today."
