ore than just an ambassador program, the ML Collective is conceived as a true movement built on creativity, exchange, and a shared vision of accessible contemporary luxury, deeply rooted in urban culture. The concept is simple: each member is free to wear, or not wear, their watch whenever they choose. There is only one condition: they need to genuinely love it. This genuine connection to the watch becomes the driving force behind a natural and shared expression.

“With the ML Collective, we want to create a direct dialogue with a new generation of watch enthusiasts. It is a new partnership concept based on freedom. It’s not about imposing anything, but about sharing stories, experiences, and a common vision of time. The ML Collective reflects our desire to build authentic and lasting relationships, far beyond a traditional collaboration,” says Samuel Guélat, Head of International Marketing at Maurice Lacroix.

Maurice Lacroix announces the first two members of the ML Collective.

MARCELO ARÉVALO

Marcelo Arévalo González is a Salvadoran professional tennis player and former ATP World No. 1 in doubles, a ranking he achieved in November 2024, making him the highest-ranked tennis player in El Salvador’s history, across all disciplines and genders. With 16 ATP doubles titles to his name, including two Grand Slam titles, Roland-Garros 2022 alongside Jean-Julien Rojer and Roland-Garros 2024 with Mate Pavić, he became the first Central American player to win a men’s doubles Grand Slam title. In December 2024, he was named Male Athlete of the Year in El Salvador.

“Even before any discussions with the team, I was already wearing a Maurice Lacroix watch during competitions, a blue-and-white Tide model in the colors of El Salvador. It happened naturally, without any formal partnership, simply because I genuinely liked the brand. When they reached out after noticing the watch I was wearing, everything immediately clicked. This relationship was born from a sincere, almost instinctive connection, and that’s what makes it so authentic today.”

TOMÁS ETCHEVERRY

Nicknamed “Tomy,” Tomás Martín Etcheverry is one of the most promising Argentine players of his generation. Introduced to tennis at the age of five on a family beach, he climbed to World No. 25 in May 2026, becoming Argentina’s highest-ranked ATP player at the time. A clay-court specialist and admirer of Djokovic and Del Potro, he reached the quarterfinals of Roland-Garros 2023 before capturing his first ATP title at the 2026 Rio Open, defeating Alejandro Tabilo in the final.

“I started playing tennis at the age of five with a beach racket, dreaming of one day competing in the biggest tournaments in the world. Since then, I’ve never stopped working hard. Maurice Lacroix shares the same belief: the time you invest always pays off.”