Maurice Lacroix Launches New U.S. Distribution Under the Direction of Hartmut Kraft

Hartmut Kraft

Independent Swiss watch manufacture Maurice Lacroix has completed the restructuring of its North American market. Martin Bachmann, CEO of Maurice Lacroix and Hartmut Kraft, the CEO who re-launched Chronoswiss in North America, have signed an exclusive distribution agreement.

“We are thrilled to join forces with an independent distributor to rebuild our presence in North America” says Bachmann. “I consider Hartmut the ideal match. He embodies our core brand value: Follow your convictions”.

Kraft, a passionate watch collector for more than two decades, gave up his job as a corporate attorney to join the watch industry. Since 2008, he has operated his own wholesale business in Princeton, New Jersey. Under the new agreement, Kraft will serve as President and CEO of Maurice Lacroix of North America. Kraft continues to head up Chronoswiss North America.

Phase one of the new Maurice Lacroix distribution plan will see an aggressive marketing and sales strategy with the initial goal to consolidate the retail landscape to maximize profitability for retail partners, and then to organically grow to some 120 authorized agents over the next five years. The brand will launch a completely new line of products featuring unique designs and manufacture movements at unparalleled pricing. Maurice Lacroix’s stated aim is to change the landscape in the market for mechanical watches in the lower and mid-level price ranges.

“Having seen the factory, the new products and the young and progressive management and marketing team around Martin Bachmann, I am entirely convinced that Maurice Lacroix will positively surprise U.S. retailers and customers alike”, claims Kraft. “I couldn’t wish for a better addition to my portfolio of brands and I am very excited to bring the good news of the new Maurice Lacroix to my retail partners in America.”

In recent years, Maurice Lacroix delivered six movements that were entirely developed and manufactured in-house. During Baselworld this year, the brand will launch of the first two fully in-house developed automatic calibers.

Maurice Lacroix’s new watches can be viewed at

Hartmut Kraft (left) with Martin Bachmann.
Hartmut Kraft and Martin Bachmann

The Maurice Lacroix Décentrique Phases de Lune.
Maurice Lacroix Decentrique

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  1. Miriam Viera

    I need to replace the band for my Divina Maurice Lacroix watch. I’m having a very difficult time. Please help with advice where to go. I live in South Florida Miami area. Thanks for your attention to this matter.

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