Maurice Lacroix’s Upscale Makeover

Maurice Lacroix S.A., the Swiss luxury watch, is making significant changes in the United States and worldwide to take it higher in the luxury sphere. In the past year, Maurice Lacroix North America added a new president/chief executive officer and a marketing director. It streamlined products, began sharply reducing its retail outlets, and launched a new ad campaign (part of a global marketing endeavor). All this is part of what Randi Shinske, president and CEO of Maurice Lacroix North America, calls the brand's “2012 global vision.” It wants to become well known worldwide and plans to focus on mechanical luxury watches using its own in-house movements. The brand is “rebuilding itself internationally and redefining itself in the U.S. market,” Shinske says. The new strategy began with the appointment last April of Shinske, who has more than 20 years of experience in fine wa

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