Maurice Lacroix will exhibit at the London Watch Show in July where it will reiterate the commerciality and diversity of its collections to retailers.
Although Maurice Lacroix is continuing to manufacture in-house complications at the higher end of the watch market, as visitors to the show will see with the release of its 12th movement in the form of the Second Mysterieuse Limited Edition, the brand has been refocussing over the last year and concentrating on the mid sector of the market – watches priced between £500 and £3,000.
It is this area that Maurice Lacroix will talk about with visitors to the London Watch Show, which is taking place at the Freemason’s Hall in London on July 2 and 3.
Maurice Lacroix sales and marketing director, Great Britain and Ireland, Matthew LeFevre said: "While it is fantastic to have special pieces [such as the Second Mysterieuse Limited Edition] in our range it is very important for us to get the message across to retailers in the UK that this is not our focus and that in the last six months we have really made some major changes in our collection in keeping with our new brand vision and that we are affordable to a much larger and more diverse audience now.
"With this in mind we feel that the London Watch Show is a great opportunity to get our message across to the industry, as there may be many retailers out there who have been put off by the direction we were previously headed and may not realise how commercial and accessible the collection now is."
LeFevre welcomed the launch of the UK watch trade-only event. "There are of course a number of highly successful jewellery shows in the UK but none that are really watch focussed, so it is great that someone has finally decided to address this gap in the market," he said. "In this current climate not everyone wishes to go through the expense of making the annual pilgrimage to BaselWorld and even for those that do there is not always enough time to really explore around the fair to see what else there is going on past the brands they already stock. The London Watch show will give people a second chance to see what’s new before it arrives in their competitors’ stores and hopefully they will take the time to visit us at Maurice Lacroix to see why we are one of the leading independent brands in this sector and how competitive and extensive our portfolio is."
To register for the London Watch Show, click here.