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DISCOVER THE NEW SEASON 2015 OF
HOW-TO CAMPAIGN

The complications are explained in simple terms and the proper handling of the watch can just be observed.

This groundbreaking campaign successfully launched in 2014, is now further amplified with the release of another eleven short videos.

You have just bought a luxury timepiece. What a great feeling ! As you walk out of the store, excited and thrilled, you decide to go straight home to open the nice packaging, proudly place the watch on your wrist and maybe even take a first wrist shot to share with your friends. But then suddenly, as you start manipulating your timepiece…you have a doubt. “Am I doing this right?”
In order to ease the discovery and learning process around your new timepiece, Maurice Lacroix has looked to instill a welcome dose of emotions on top of the usual instructions manual. The innovative and progressive “HOW TO” campaign showcases the Maurice Lacroix watches in their own specific and beautiful environment.

The complications are explained in simple terms and the proper handling of the watch can just be observed. Suddenly, the initial customer experience becomes truly enjoyable again.
This groundbreaking campaign successfully launched in 2014, is now further amplified with the release of another eleven short videos. The watches are unveiled in a pleasant lifestyle decor where carefully selected objects create a real atmosphere.

The unique subjective view, showing only the hands, and the original shooting angles and close-ups enables customers to really immerse themselves, as if it were them actually holding the watch in their hands.
Apart from the latest Pontos and Masterpiece models, where the brand’s incredible craftsmanship and stylish designs can be appreciated, several new ladies watches are now also explained in detail by a female voice-over, providing additional finesse to the images.

How-to campaign 2015 How-to campaign 2014
Masterpiece Gravity
Masterpiece Squelette
Masterpiece Power of Love
Pontos S Diver
Pontos S Extreme
Pontos S Rubber
Fiaba Date
Les Classiques Date
Les Classiques Chronographe Phase de Lune Ladies
Eliros Date
Eliros Chronographe
Pontos day/date
Pontos s diver
Pontos s supercharged
Masterpiece gravity
Masterpiece square wheel
Mysterious seconds
Masterpiece worldtimer
Les classiques date

One watch,
one world, one photo.

In line with the informative videos, consistent with the lookbook concept, a series of photos has also been developed

or each timepiece. Consisting of three views (top view, top close-up view, PR shot) for each watch, each series presents the watch and the objects making up its emotional world, taking the viewer to the heart of its identity.

With this new communication campaign, Maurice Lacroix confirms its status as an innovative brand and highlights its passion for progress, adding a new, strong chapter to its history.