Started as an International Marketing Director in 2008, climbed the ladder to becoming the Managing Director of Maurice Lacroix in 2014, and then Managing Director of DiethelmKellerSiberHegner (DKSH Holding) in 2020, Stéphane Waser has embraced a blend of traditional Swiss craftsmanship and contemporary design, achieving significant milestones. He has not only played a pivotal role in reshaping the brand’s identity but with his strategic direction the brand has been instrumental in introducing innovative collections that resonate with modern watch enthusiasts. In this conversation with Outlook Luxe, Waser shares insights into the brand’s evolution and its vision for the future as it celebrates five decades of excellence.
Maurice Lacroix is celebrating its 50th anniversary this year. Looking back, what are the defining milestones that shaped the brand’s journey?
Stéphane Waser: As you know, we were coming from a background which is private labeling. And in 1975, we had a demand for a brand that we created Maurice Lacroix. What we also have we have is in 1992, when we launched the Calypso, which was one of the most successful watches. So that’s when we have the rebirth of the Calypso in 2016, which is actually the launch of the Aikon. And now we’re to 2025, and it’s our 50th anniversary. So, these are the milestones for this year.
How would you describe Maurice Lacroix’s evolution from its early days in the 1970s to becoming a contemporary Swiss watchmaker today?
SW: Today, Maurice Lacroix is still on the original idea of the brand. When we launched in 1975, there was one thing which was important, bringing high-crafted experience watchmaking at accessible prices. And this is something that has a that have accompanied us over the years, over 50 years. And still today, we have the ambition to offer our customers and consumers beautiful watchmaking, craftmanship, but at affordable prices.
What values from the brand’s heritage have remained constant over the decades?
SW: It’s this accessible luxury, of course. It’s the design that we have, both on Aikon range or that we have on the masterpiece. And what is also besides the design is the innovative craftmanship. There we have consistently invested into developing the best possible craftmanship. And we have been innovative in what we have delivered.
As the brand turns 50, what does this milestone personally mean to you as Managing Director?
SW: I’m very pleased to see that we’ve been constant and focused on delivering high watchmaking, and also the developments, the launches we have done, we are continuing our focusing, so we’re not getting lost left and right. We’re being very strict and very disciplined in following these values also in the future.
Maurice Lacroix has built strong recognition with collections like the Aikon. What do you think makes these models resonate with modern consumers?
SW: The Aikon is really appreciated by modern consumers. For us, it’s a design, but more than the design, it’s the brand itself. And Maurice Lacroix, since and with the launch of the Aikon, we have repositioned to a younger crowd. And this plus the efforts we do on communicating the brand values, the brand world in which we operate match or tie very well this modern consumer into our brand world.
How do you balance traditional Swiss watchmaking with contemporary design and lifestyle-oriented functionality?
SW: So balancing the brand with certain elements is basically what defines the brand and makes it so unique because we have this quality of being able to do high-end watchmaking craftmanship with developing our own movements. But at the same time, we also have price points we cover with our Aikon collection and our 1975 collection, which are more into the lifestyle area. I think being able to navigate and balance between these territories is what makes the brand so unique. And we’re not only stuck in one area or the other area, but we combine all, and that’s what actually makes us different.
With Gen Z and younger millennials becoming a big part of the luxury consumer base, how is Maurice Lacroix tailoring its approach to appeal to this demographic?
SW: With the launch of the AIKON, we’ve realised that there is a high interest of younger populations into watchmaking. And so, watchmaking is not reserved to elites, is not reserved to older generations. But watchmaking is for all people who have an interest and find the beauty of the watch movement, understand the efforts and how much craftmanship enters into the watchmaking. And particularly like Maurice Lacroix, we like to listen to our customers, and we work a lot with them. So, if you look at packaging or if you look at different collections we’ve developed the last years, there’s a lot of needs of these customers which have been integrated. Packaging, I’m referring to sustainability. When I’m referring to other functions of the watch, we have launched a tide watch, which also goes into the area of sustainability.
Are there any special anniversary editions or unique releases planned to mark the 50th year?
SW: For the 50th anniversary, the whole year is actually a launch year for the 50th. We started the year with the relaunch of the collection, 1975. Also, this year, we celebrate women. We are launching the FIABA rectangular, going more into the future. On one side, with the 1975, we have the timeless classic part of the portfolio covered, looking the most successful watch, we have in the portfolio in terms of business, it’s more than 70 %. But we also think it’s good, but we can do better.
