Maurice Lacroix has signed a deal to become the Official Timekeeper of the international King of the Court Crown Series of Beach Volleyball tournaments.
Dutch company Sportworx has given the sport a far higher profile with televised tournaments in city center locations and more dramatic staging that makes it look as much like a cage fight as an Olympic sport.
The pandemic put a stop to much of the series after successful outings in Huntington Beach, California, and Waikiki, Hawaii.
“Maurice Lacroix is the Official Timekeeper of KOTC and the reasons behind this partnership are numerous. Since the inaugural AIKON models were unveiled in 2016, Maurice Lacroix has repeatedly looked to the urban landscape for inspiration, creating watches for ambitious, driven individuals. Therefore, the notion of bringing sporting events to city centres immediately resonated with our brand,” says Stéphane Waser, Managing Director of Maurice Lacroix.