Roger Federer has signed a 5-year partnership contract with Maurice Lacroix. From 1st June the world’s current number one tennis player will be the watch manufacturer’s official ambassador across the globe. Maurice Lacroix – Federer’s only partner from the world of watchmaking – thus becomes one of the tennis player’s main official sponsors.
International communication by Maurice Lacroix will now rely strongly on the emblematic figure of Roger Federer, particularly in terms of advertising, point-of-sale presentation of the brand and public relations. To optimise this synergy, Roger Federer watch models and events featuring the tennis star are already planned. Both partners will give more details concerning their collaboration at the Gstaad Swiss Open early in July.
According to Marc Gläser, the International Marketing Director of Maurice Lacroix: "With Roger Federer as ambassador, we are sure we can significantly develop brand awareness at an international level. The similarities that exist between Roger Federer and Maurice Lacroix convinced us that this strategic partnership was the right move: Swiss, young, and with a bright future, both are symbols of extreme accuracy and aestheticism." For Roger Federer, it is important to be able to identify with the firm’s watches and values: "Maurice Lacroix is a young, dynamic and ambitious company, which manufactures watches of superior quality with a passion for detail that is firmly rooted in the Swiss watchmaking tradition. These values are ideally suited to me and I’m delighted that this collaboration has come about."
June 15, 2004