For Maurice Lacroix, now led by Martin Bachmann (who, after the departure of Philippe Merk to Audemars Piguet, inaugurated his new position as CEO in the midst of much economic turmoil), the year 2010 is one of a ‘return to basics’. What does this mean for Maurice Lacroix or, in other words, what exactly are the ‘basics’ of the brand?




Martin Bachmann


“From a design point of view, it means capitalizing on our timeless image of purity and classicism and interpreting it in contemporary forms,” explains Martin Bachmann. “This year, we are moving towards simplicity and are removing the Roman numerals and the strongly structured dials in favour of softer lines. In terms of price and positioning, our objective is to offer what I would call ‘democratic luxury.’ In watchmaking, ‘luxury’ means mechanical movements, which is what makes up our entire 2010 collection. ‘Democratic’ means affordable price ranges, which have always been one of the basics of our brand even though we had strayed slightly, now we are returning to this. This is especially true today as the consumer has become more aware of the price/quality ratio and is also wary of communication that is purely marketing-oriented.”
“So, our Pontos line sells for around 2,000 CHF for the entry-level model while the Pontos Day Date peaks at around 7,900 CHF for the limited series (500 pieces) version of the exceptional Pontos Décentrique Lunar Phases timepiece,” he continues. “In between is the Pontos Power Reserve with a price tag of 2,950 CHF. Other examples include the Classique collection for which we are introducing new functions, for example, an automatic chronograph at 2,400 CHF, and the Classique Lunar Phases version selling at 3,300 CHF. Another return to our basics is the introduction of a Classic Retrograde Days watch with the retrograde display of the large date and day, a specialty that has been ours for the last 30 years. The essential, for us, is to reduce the number of models while creating a red line of identity throughout all our collections.”




PONTOS DÉCENTRIQUE LUNAR PHASES



PONTOS POWER RESERVE, CLASSIC AUTOMATIC CHRONOGRAPH


Verticalization is a responsibility
Moreover, Martin Bachman adds that he wants to continue along the track, already well underway, of verticalizing the brand’s production. Admitting, in all transparency, that as the company begins 2010, the company still has partial unemployment, but that he strongly reaffirms his determined commitment to industrial verticalization. The brand’s manufacture in Franches Montagnes and the case producer, Quéloz, are both firmly anchored in the Maurice Lacroix group and remain open to all collaboration with third parties. “On this point, I am in agreement with Nicolas Hayek, and feel that it is our responsibility as a watchmaker, who claims legitimacy, to develop all the necessary production tools,” insists Bachmann.




CLASSIC RETROGRADE DAY


On a commercial level, how does he see the coming year? “If we analyze in detail our 2009 results,” he goes on to explain, “we realize that many markets only declined a small amount in terms of the number of pieces sold. Some even saw slight growth, such as China and other Asian countries. Christmas 2009 was relatively okay. Having said that, however, the process of recapturing our exports is going to be rather long since retailers are going to sell off their stocks first, so it will be some time before the demand reaches manufacturers again. We are still lacking visibility on some markets. I think notably of Eastern Europe. The gradual recovery of the markets is also going to be rather long because we are facing a more profound change than we thought and are seeing structural corrections. But our 2010 offer has been rethought in order to try and respond to those questions that have been left dangling.”
What has happened to the famous Mémoire1 that we have all been waiting for? Martin Bachmann is adamant: “We are going to make it, but we will take our time to achieve it. Today, people don’t want to hear pure marketing noise, so we will not communicate anything on this exceptional piece until it is ready to be produced and delivered.”
But while waiting for the Mémoire1, Martin Bachmann did offer a small bone—a “very amazing and playful” surprise—he teases, that will be unveiled. Its codename is also mysterious: RuKW. For now, we know nothing more.


Source: Europa Star April - May 2010 Magazine Issue