Maurice Lacroix, an accessible luxury brand that was founded in 1975 and entered India in 2019 with Ethos, is eyeing India to become one of the top 5 performing markets over the next 2-3 years, Stephane Waser, MD, Maurice Lacroix, told ETRetail.
Maurice Lacroix is leveraging India’s growing base of luxury-aware consumers and rising disposable incomes to drive growth.
“India is already in the top 10 markets for us, and we expect it to be in the top 5 in 2–3 years,” he asserted.
Globally, the brand is present in 65 countries, with its top markets including the US, Switzerland, Germany, Turkey, and Japan.
In India, the brand operates across 45 points of sale. Its portfolio in the country features 80 references out of a global 177, catering to the rising middle class and a growing segment of consumers increasingly knowledgeable about luxury products.
“The brand’s strategy to gain an edge over competitors includes ramping up brand awareness initiatives and leveraging Ethos’ distribution network,” he said.
Unlike other luxury brands, Maurice Lacroix does not plan to establish exclusive brand outlets (EBOs) in India. Globally, the brand has only three EBOs in Bangkok, Malaysia, and Zurich, and the majority of its presence, around 1,400–1,500 points of sale, remains multi-brand.
“The multi-brand approach is really the strategy forward for us,” he added.
Going ahead, the brand is exploring opportunities to create country-specific editions or collector editions, following a global trend of working with artists to customize products for different markets.
He indicated that India could see similar initiatives in the near future, tapping into the demand for exclusivity among local collectors.
