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Maurice Lacroix Ambassadors

Maurice Lacroix is heading in a new direction

It is often said that you should stay true to yourself.

For watchmakers Maurice Lacroix, this has become an obsession with a new brand statement, "follow your convictions." 

Releasing its first watch in 1975, the company has developed a strong credibility for highly innovative and stylish timepieces. This has come from a strong sense of staying true to their principles.

“We are about authenticity. Pure and simple,” says CEO Martin Bachmann. “We are an independent company and have the inner confidence to do things our way, just like our clients.”

To accompany the new direction is the introduction of three new ambassadors for the brand; LiveAid organiser Sir Bob Geldof, Wikipedia founder Jimmy Wales and pro golfer Justin Rose. All three have had success by staying true to their crafts. 

For Sir Bob, who has been a music critic, band player and successful fundraising organiser, it takes more than words to show your authenticity. “You’ve got to prove it and you’ve got to be it in everything you do,” he says.

Overcoming obstacles is always difficult, but for Justin Rose, becoming a professional golfer at just 17 was a matter of following his heart. “That decision was always controversial, but I don’t care about controversy. I just believed in myself,” he says.

But so much success can only come from daring to dream big. On founding Wikipedia, Jimmy Wales says “I imagined a world where every single person on the planet was given free access to the sum of all human knowledge. Then I created it.”

Owning a timepiece from Maurice Lacroix is not a statement about fashion, it’s a matter of honouring great craftsmanship.


Maurice Lacroix



Justin Rose


Jimmy Wales

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