Maurice Lacroix Managing Director Stéphane Waser said: “Through the appointment of Jang Dong Gun, Maurice Lacroix is demonstrating that it is a progressive brand. At the moment, Korea is setting trends in many areas, not only in Asia, but also globally.
“Besides the fact that Jan Dong Gun is Korean and very successful, he perfectly represents the values of Maurice Lacroix, as he is authentic and stands for style, innovation and creativity just like our watches stand for design, innovation and craftsmanship. We are proud and feel very honoured that we have been able to welcome him as a brand ambassador for Maurice Lacroix,” he added.
Jang Dong Gun, who named the brand’s Les Classiques series as his current favourite, said: “It is a great honour for me to be the brand ambassador for Maurice Lacroix. This Swiss watch is a lot more than just a watch. It represents a philosophy and its outstanding quality and absolute precision are exceptional.”
Maurice Lacroix marked the beginning of the partnership by honouring Jang Dong Gun for his achievements in the area of film and entertainment with a ‘Your Time Is Now’ Award. He accepted the award at the Maurice Lacroix gala dinner at the JW Marriott in Beijing on 23 July, where his ambassadorship was announced.
The South Korean superstar will appear at four Maurice Lacroix events as brand ambassador as part of the collaboration.
About Maurice Lacroix
Maurice Lacroix is based in Saignelégier, located in the Jura region of Switzerland. In 2006, the Swiss watchmaking company designed and developed its first in-house movement and over successive years this has grown to 13 in-house Manufacture calibres.
The company produces 90,000 watches per year and has 3,000 points of sale, and has won ten major awards for its watches over the years. On 1 July 2011, DKSH – a Swiss company based in Zurich and a leading service-provider for market expansion in Asia – acquired a controlling stake in the Maurice Lacroix group. With 735 subsidiaries and 26,700 employees, DKSH is present in 35 countries and generated net sales of CHF9.6 billion in 2013.
