Contemporary brand image
Uhren Krieg Schlupp Bürge/Springer & Jacoby is creating a global brand campaign for Maurice Lacroix.
Uhren Krieg Schlupp Bürge/Springer & Jacoby stages a global brand presentation for Maurice Lacroix. Baselworld, which took place last week, is both a must and a highlight for every Swiss watch brand. This year, the trade fair turned out to be even more special than usual for Maurice Lacroix, as the new global brand campaign "More than meets the eye" by Krieg Schlupp Bürge/Springer & Jacoby was launched on April 13.
KSB/SJ was already responsible for the previous global "Passion for Details" campaign, which had been running since 2003.
In early summer 2006, KSB/SJ defended Maurice Lacroix's considerable budget against renowned and numerous national and international agency competitors in a large-scale pitch.
Fascination of inner valuesThe new, extremely independent campaign and brand identity now takes up where Maurice Lacroix has now established itself: First and foremost in the ranks of exclusive, luxurious Swiss watch manufacturers.
Maurice Lacroix has long enriched the world of mechanical gems with innovative developments in the areas of complications and movements and has made a name for itself as a specialist in retrograde displays, chronographs and moon phase displays.
That is why the new campaign focuses not only on the elegant exterior of a Maurice Lacroix, but also on its exciting, complex inner life. Because, of course, there is more to every Maurice Lacroix watch than meets the eye. "Much more", as the KSB/SJ ads illustrate. Hence the central message of the campaign: "More than meets the eye."
Each of the elaborately realized subjects takes up this message by visually dramatizing elements of the luxurious exterior, the high-precision mechanics or even sophisticated additional functions. In this way, the viewer is "whisked away into the fascinating cosmos of high watchmaking artistry".
This new brand identity will be implemented worldwide in all non-classical communication media such as collection catalogs or homepages as well as at every POS.
Maurice Lacroix was founded in Saignelégier in 1961 as an assemblage company for the parent company Desco von Schulthess. Later, private labels were produced for various customers. Since the 1990s, the focus has been on developing attractive additional functions for mechanical watches with elaborate and surprising mechanisms. In 2001, the division became a legally independent brand.
Andreas Panzeri
KSB/SJ was already responsible for the previous global "Passion for Details" campaign, which had been running since 2003.
In early summer 2006, KSB/SJ defended Maurice Lacroix's considerable budget against renowned and numerous national and international agency competitors in a large-scale pitch.
Fascination of inner valuesThe new, extremely independent campaign and brand identity now takes up where Maurice Lacroix has now established itself: First and foremost in the ranks of exclusive, luxurious Swiss watch manufacturers.
Maurice Lacroix has long enriched the world of mechanical gems with innovative developments in the areas of complications and movements and has made a name for itself as a specialist in retrograde displays, chronographs and moon phase displays.
That is why the new campaign focuses not only on the elegant exterior of a Maurice Lacroix, but also on its exciting, complex inner life. Because, of course, there is more to every Maurice Lacroix watch than meets the eye. "Much more", as the KSB/SJ ads illustrate. Hence the central message of the campaign: "More than meets the eye."
Each of the elaborately realized subjects takes up this message by visually dramatizing elements of the luxurious exterior, the high-precision mechanics or even sophisticated additional functions. In this way, the viewer is "whisked away into the fascinating cosmos of high watchmaking artistry".
This new brand identity will be implemented worldwide in all non-classical communication media such as collection catalogs or homepages as well as at every POS.
Maurice Lacroix was founded in Saignelégier in 1961 as an assemblage company for the parent company Desco von Schulthess. Later, private labels were produced for various customers. Since the 1990s, the focus has been on developing attractive additional functions for mechanical watches with elaborate and surprising mechanisms. In 2001, the division became a legally independent brand.
Andreas Panzeri
