01.06.2006 – 11:00

Maurice Lacroix and Roger Federer Set a New Course

- Indication: A picture can be downloaded under:
   http://www.presseportal.ch/de/story.htx?firmaid=100005598&lang=2 
   and will be sent through EPA network -

After two very successful years, Maurice Lacroix
and Roger Federer are mutually ending their close collaboration at
the end of May 2006.

Roger Federer, the current number 1 in men's tennis, has
represented the Swiss watch brand Maurice Lacroix as its ambassador
since 1 June 2004. During this period, the Swiss tennis star
celebrated many athletic highlights: among other things, he
established himself firmly at the top of the tennis world and marched
through Wimbledon and the US Open in triumph in 2004 and 2005 as well
as this year's Australian Open. As his official watch partner,
Maurice Lacroix was able to accompany this young, aspiring athlete on
his way to the very top of his profession. For his part, the tennis
player lent Maurice Lacroix an empathetic and credible face while
helping this dynamic young brand attain a higher emotional level. It
was important for both sides that Roger Federer and Maurice Lacroix
represent the same values and both could identify strongly with each
other.

After a successful and close two-year partnership, Philippe C.
Merk, CEO Maurice Lacroix, draws a positive balance: "Our
collaboration with Roger Federer took a very satisfying and entirely
successful course. We were able to achieve our objectives we
established entirely by concentrating on a single brand
representative. Now we will take the next important step with our
brand." With the launch of the first own manufacture movement at this
year's BASELWORLD, Maurice Lacroix pursued consistently the path
towards becoming a manufacture brand. Maurice Lacroix was also able
to achieve major gains with the relaunch of the successful Pontos and
Miros collections as well as with the new Divina line of ladies
watches. The intention is to allow this new, self-assured brand image
to find expression in an altered communication presence, which will
continue to advance the company headquartered in Saignelégier.

Contact:

Gabriela von Malaisé, PR Manager International
Mobile +41/79/459'92'82

Claudia Staber, Marketing Director International
Phone +41/44/209'11'11