Spark-me | Spark brings Asian Superstar Jang Dong Gun and Maurice Lacroix together
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Spark brings Asian Superstar Jang Dong Gun and Maurice Lacroix together

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About Maurice Lacroix

Maurice Lacroix is based in Saignelégier, located in the Jura region of Switzerland. In 2006, the Swiss watchmaking company designed and developed its first in-house movement and over successive years this has grown to 13 in-house Manufacture calibres.

The company produces 90,000 watches per year and has 3,000 points of sale, and has won ten major awards for its watches over the years. On 1 July 2011, DKSH – a Swiss company based in Zurich and a leading service-provider for market expansion in Asia – acquired a controlling stake in the Maurice Lacroix group. With 735 subsidiaries and 26,700 employees, DKSH is present in 35 countries and generated net sales of CHF9.6 billion in 2013.

Luxury Swiss watch brand Maurice Lacroix named South Korean actor and musician Jang Dong Gun as its new brand ambassador as it sought to expand in the all-important Asian market. Spark brokered the deal, led negotiations and helped with the communication strategy.

Maurice Lacroix’s Managing Director Stéphane Waser said: “Through the appointment of Jang Dong Gun, Maurice Lacroix is demonstrating that it is a progressive brand. At the moment, Korea is setting trends in many ways, not only in Asia, but also globally.

“Besides the fact that Jan Dong Gun is Korean and very successful, he perfectly represents the values of Maurice Lacroix, as he is authentic and stands for style, innovation and creativity just as our watches stand for design, innovation and craftsmanship. We are proud and feel very honoured that we have been able to welcome him as a brand ambassador for Maurice Lacroix,” he added.

Jang Dong Gun, who named the brand’s Les Classiques series as his current favourite, said: “It is a great honour for me to be the brand ambassador for Maurice Lacroix. This Swiss watch is a lot more than just a watch. It represents a philosophy and its outstanding quality and absolute precision are exceptional.”

Patrizia Caruselli, Managing Director and Co-Founder of Spark Marketing Entertainment commented: “The name Jang Dong Gun may not yet be well-known to a Western audience, but in Asia his powerful image can move masses. This is a perfect example of how a brand and a superstar can team up, with the result going way beyond simple endorsement. The match is ideal for both parties and the excellent results are clearly visible in all the communication materials.”