05/03/2010 - Zurich
Luxury watch manufacturer Maurice Lacroix turns to Spark to find its two new Brand Ambassadors:
Humanitarian Sir Bob Geldof and Jimmy Wales, founder of Wikipedia
Maurice Lacroix has launched Its new campaign "Follow Your Convictions" which focuses on leading the times, rather than chasing them. How? By inspiring others to be who they really are.
"We are about authenticity. Pure and simple," says CEO Martin Bachmann. "We are an independent company, have our own workshops and handcraft our own contemporary designs and unique, innovative movement complications. We have the inner confidence to do things our way. Just like our clients."
Maurice Lacroix turned to Spark for help finding the right ambassadors to impersonate these values: authenticity, inspiration and substance. Three values that are not so easy to find In a mediated world of glitz and glamour.
As of January 2010, Maurice Lacroix is proud to present the first of its new ambassadors: Sir Bob Geldof – known as Humanitarian, Pop Star, Broadcaster and Businessman.
Never stray from your beliefs, because with absolute conviction anything is possible. This is a life principle that Sir Bob Geldof has remained true to throughout his career and one that explains why his first and only choice for a watch is Maurice Lacroix. Consequently he couldn’t be a more desirable ambassador for the company, as CEO Martin Bachmann explains: "When you think of Bob Geldof, you think of intelligence, eloquence and authenticity in fields as diverse as music and humanitarianism to international business. He is a man who has always followed his own path in life to achieve amazing success. Our company lives and breathes this ethos. We challenge conventional ways of thinking and always stand true to our values as expert watchmakers."
For someone like Sir Bob Geldof a watch brand that reflects his personality is paramount. "I’m always drawn to the unconventional," he explains. "The things around me simply must have substance. In life, it’s always best to follow the path less travelled."
Spark was asked to search outside the entertainment area for an inspirational entrepreneur and delivered one of the best in his field: Maurice Lacroix’s new ambassador is Jimmy Wales, the founder of Wikipedia and non-profit organisation Wikimedia: an internet entrepreneur and pioneer.
"Without innovation and the strength to believe that change is good, we can never move forward." says Jimmy Wales. And it is this strength of conviction that makes Jimmy Wales such an ideal choice of ambassador for Maurice Lacroix. "We admire Jimmy Wales for both his ambition and his accomplishments. Right from the beginning of his career, he had the confidence to believe there was a better, more revolutionary way to share knowledge. His visionary prowess is extraordinary." These attributes are what Martin Bachmann, CEO, believes Maurice Lacroix also stands for.
For Jimmy Wales, being able to test the boundaries of possibility was always core to his success. When he first created Wikipedia – an encyclopaedia that could be compiled by anyone and accessed by everyone – the mass appeal was instant. He says, "Free access to all human knowledge. Some called it impossible, I called it Wikipedia." Yet still, even after reaching unfathomable levels of success, Jimmy took the bold decision to absorb the entire business into a non-profit organisation, The Wikimedia Foundation. It was this transparency of ownership that makes him a truly unique businessman.
Spark was in charge of research, conceptual presentation and contractual negotiations with the new ambassadors.
About Maurice Lacroix
Since the launch of its first watch model in 1975, Maurice Lacroix has gone on to become a sought-after Manufacture brand. With its own factories producing complex components for mechanical calibers, Maurice Lacroix joined the exclusive league of Swiss watchmakers at the end of 2006. Thanks to continued innovative development both in technical fields and in design, Maurice Lacroix has registered several patents and trademarks.
Maurice Lacroix is one of the few independent watchmakers and employs more than 200 people worldwide, the majority of whom are based at the international head office in Zurich and the production facilities in Saignelégier and Montfaucon in Switzerland.
About Spark Marketing Entertainment
Spark Marketing Entertainment brings brands and entertainment together. With offices in London, Los Angeles and Zurich, Spark works with an array of international brands by consulting them on the most effective use of music and entertainment properties.
For more information, please visit www.spark-me.com or contact us at
info@spark-me.com
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