Jane Leung
May 14, 2010

Maurice Lacroix | CEO Dialog with Martin Bachmann | Global

Maurice Lacroix, a Swiss watchmaker, is refreshing the luxury brand's image with a down-to-earth campaign via Facebook titled 'CEO Dialog with Martin Bachmann'.

Maurice Lacroix CEO Dialog Campaign
Maurice Lacroix CEO Dialog Campaign
The Maurice Lacroix Facebook page for ‘CEO Dialog’ is inviting people to submit questions and comments to Martin Bachmann until the end of May. Bachmann will come online to address them personally through a video posting on 11 June.

The project is also linked on YouTube. People will get an exclusive glimpse of the watch workshops in Saignelégier, Jura.

Maurice Lacroix works with agency eYeka Asia in the hope of increasing consumer engagement and bringing transparency to the brand. It is being hailed as a breakthrough for a luxury watch brand to publicly take comments without fearing the negativity that social media can bring.

Alexandre Olmedo, CEO of eYeka Asia said, “Maurice Lacroix is showing us that there is great value in hearing from the consumers.”

“Our customers and users are discerning individualists who are not primarily concerned with status, and who look at superficial marketing talk with a critical eye,” said Bachmann. Social media is a straightforward and honest medium, which he says is “a completely new departure in the watch industry, which is often more concerned with style than substance.”

Maurice Lacroix launched its first watch model in 1975. It is headquartered in Zürich with production facilities in Saignelégier and Montfaucon in Switzerland.

Project CEO Dialog with Martin Bachmann
Client Maurice Lacroix
Creative agency eYeka Asia Pacific
Account directors Michel Bratschi, Alexandre Olmedo
Social media strategist Alexis Cheong
Collaborative planner Scott Teng
Exposure Online

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