Free running, or parkour as the French originators called it, has become a massive global hit with Youtube videos attracting millions of views.
Maurice Lacroix is tapping into that popularity by signing Simon Noguiera as the latest addition to its ML Crew.
Mr Noguiera is a free runner from who is frequently seen hanging from a tall building by the tips of his fingers.
A video of him scaling Paris’s famous Notre Dame cathedral has been watched by 554,000 people on his Youtube channel.
His is even more popular on TikTok, where he has 3.8 million followers and his most popular video attracted over 180 million views.
Asked which Maurice Lacroix watch he would like to wear as part of his role as an ML Crew member, Mr Noguiera selected the new AIKON Urban Tribe, a limited-edition watch with a case and bracelet laser engraved with various motifs inspired by the sort of buildings that he considers his playground.
The 42mm steel cased AIKON Urban Tribe houses an automatic ML115 (a modified Sellita SW200-1) three-hand movement with date.
It is made in a limited run of 500 priced at €1,990.
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