Maurice Lacroix plots eight new own-brand stores


Maurice Lacroix has revealed plans to open eight own-brand boutiques in 2012 with at least two of those planned for Europe.

The Swiss watch brand reported double-digit growth in 2011 and has said that this strong performance will allow it to push further into Europe and Asia.

Maurice Lacoix has announced plans to open eight shops this year in Zurich in Switzerland, Berlin in Germany, in Bangkok in Thailand, Singapore, Shanghai and Beijing in China, Taipei in Taiwan and in Vietnam.


The brand has also taken distribution of its products in Italy, France and Holland in house, so the watches will no longer be sold into retailers through external distributors. It has described its European business as “growing” and said that taking distribution in house will allow it to be more efficient.

Maurice Lacroix has said that it is confident about sales in 2012 and believes that moves to ramp up its own-brand stores and taking distribution in house in certain markets will allow it to deliver “growth above average for the industry”.

Maurice Lacroix managing director Marc Gläser said: “The opening of exclusive brand boutiques and the expansion of our market presence will create significant opportunities for growth besides strengthening the brand. Various further measures are currently being planned, also for implementation in 2012. Exciting times lie ahead, in which Maurice Lacroix will deploy a number of surprising and trendsetting initiatives to consolidate its position.”

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