Maurice Lacroix and Roger Federer Set a New Course

Maurice Lacroix and Roger Federer Set a New Course

June 01, 2006

    ZURICH, Switzerland, June 1 /Xinhua-PRNewswire/ --
After two very successful years, Maurice Lacroix and Roger
Federer are mutually ending their close collaboration at
the end of May 2006.

    Roger Federer, the current number 1 in men's tennis,
has represented the Swiss watch brand Maurice Lacroix as
its ambassador since 1 June 2004. During this period, the
Swiss tennis star celebrated many athletic highlights:
among other things, he established himself firmly at the
top of the tennis world and marched through Wimbledon and
the US Open in triumph in 2004 and 2005 as well as this
year's Australian Open. As his official watch partner,
Maurice Lacroix was able to accompany this young, aspiring
athlete on his way to the very top of his profession. For
his part, the tennis player lent Maurice Lacroix an
empathetic and credible face while helping this dynamic
young brand attain a higher emotional level. It was
important for both sides that Roger Federer and Maurice
Lacroix represent the same values and both could identify
strongly with each other.

    After a successful and close two-year partnership,
Philippe C. Merk, CEO Maurice Lacroix, draws a positive
balance: "Our collaboration with Roger Federer took a
very satisfying and entirely successful course. We were
able to achieve our objectives we established entirely by
concentrating on a single brand representative. Now we will
take the next important step with our brand." With the
launch of the first own manufacture movement at this year's
BASELWORLD, Maurice Lacroix pursued consistently the path
towards becoming a manufacture brand. Maurice Lacroix was
also able to achieve major gains with the relaunch of the
successful Pontos and Miros collections as well as with the
new Divina line of ladies watches. The intention is to allow
this new, self-assured brand image to find expression in an
altered communication presence, which will continue to
advance the company headquartered in Saignelegier.

    NOTE TO EDITORS:  Cross reference: Picture is
distributed via EPA (European Pressphoto Agency) and can be
downloaded free of charge under:  
http://www.presseportal.de/story.htx?firmaid=54346

    For more information, please contact:

     Maurice Lacroix
     Zurich
     Gabriela von Malaise
     PR Manager International
     Mobile:    [phone]

     Claudia Staber
     Marketing Director International
     Phone:     [phone]

SOURCE  Maurice Lacroix S.A.