Another luxury wristwatch/luxury car co-branding deal to announce today… Maurice Lacroix has joined Fisker Automotive, makers of premium electric sports cars, for what the press release refers to as “word-wide brand-building activities.” As part of the deal, the car company’s founder, Henrik Fisker — who designed sports cars for BMW and Aston Martin before founding his own firm in 2007 — becomes an “Official Brand Ambassador” of Maurice Lacroix. The agreement was announced at a VIP event last week held at the Mondial de l’Automobile in Paris.
Marc Gläser, managing director of Maurice Lacroix SA, presented the new partnership in the following terms: “I am delighted by this partnership with Fisker Automotive! It is a fantastic and unique opportunity for Maurice Lacroix to collaborate and share ideas with some of the most modern-thinkers and best designers of the automobile industry. Both companies have the innovative spirit and the audacity to develop products that truly stand out.”
Fisker said, “I find this partnership with Maurice Lacroix really exciting! The Maurice Lacroix watches immediately inspired me and I believe that both our brands share this nice combination of beautiful, understated design with excellent engineering. Our products breathe authenticity and confidence… two key ingredients to create timeless luxury products.”
It remains to be seen if the new partnership will result in Fisker-branded watches from Maurice Lacroix, following in the footsteps of Breitling’s longstanding association with Bentley and Hublot’s recent collaboration with Ferrari.