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Book Cover
Author Wittmann, Xinhua, author

Title Maurice Lacroix : growing a niche brand in the luxury / Xinhua Wittmann, Alessio Ricciuti
Published London : University of Zurich, 2019


Description 1 online resource : illustrations
Series SAGE Business Cases
SAGE Business Cases
Summary The watchmaker Maurice Lacroix is a relatively late arrival in the Swiss luxury watch industry. Yet, in its less than 45-year history, it has managed to establish itself in the crowded global field of Swiss luxury watch brands. Based in Saignel├ęgier, Switzerland, in the Jura region of the country, Maurice Lacroix had its breakout success in the 1990s with the Calypso collection, which helped establish the brand as a true player in the field. Later on, the collection became an inspiration for the current Aikon collection - the brand's signature model series. Since 2008, Maurice Lacroix, in cooperation with DKSH, the Zurich-based market expansion services provider (which is now also its majority stake owner), has been expanding its distribution in Asian markets too.The brand's Managing Director Stefane Waser, however, has been thinking over his growth strategy, in particular that for the Chinese market. With limited resources to expend the question arises: should he target the Chinese market which comes with huge potential or stay focused on the existing, more stable, European markets? If he decides to focus on expanding the Chinese market, which marketing approach should he take in order to increase the brand's sales volume in China? Also, should he move the brand's price positioning upward and offer more expensive watches, or continue to target the mid-range consumer?
Notes Originally Published In Wittman, X., & Ricciuti, A. (2019). Maurice Lacroix - Growing a niche brand in the luxury. S2CSC 027-19-06. Zurich, Switzerland: Swiss Chinese Case Study Center, University of Zurich
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Maurice Lacroix (Watchmaker)
Wrist watches -- China -- Marketing -- Case studies
Luxuries -- China -- Marketing -- Case studies
Luxuries -- Marketing
Wrist watches -- Marketing
Genre/Form Case studies
Form Electronic book
Author Ricciuti, Alessio, author
ISBN 9781529735949