Last year you were invited to #chaseyourwatch in a number of cities around the world in a bid to win a limited-edition Maurice Lacroix Aikon model. This year, a new social game called #timecode offers a brand-new limited edition of the new Venturer model as a prize.
The idea of engaging with customers through social gaming is clearly a winner for Maurice Lacroix and perfectly fits its objectives of targeting millennial customers with the refreshed range of affordable Swiss timepieces. “In the past we didn’t do much digital marketing, so we needed to find a way to appeal to our customers,” explains Maurice Lacroix CEO Stéphane Waser. “It is all linked to the renewal of the brand,” he says, “#chaseyourwatch was linked with the Aikon chronograph, now we have the Venturer which is targeted at more active people.”
Although the demographic is the same, the format of #timecode has been adapted to appeal more to the active people at whom the new Venturer is targeted. The game is a genuine race against time, each round lasting seven days. The objective is to make it through the week by collecting clues, either by being physically present in a particular location or entering a code online. Finding these clues will top up a contestant’s remaining time, so if you haven’t searched for any clues, you will be eliminated. “It is actually easier for us to organise than #chaseyourwatch was,” explains Stéphane Waser, “because we had more geographical constraints last year. But with #timecode the interaction with the players will be much richer.”
The first round starts in London on 16th May at 8am local time and runs until 22nd May at 11.59pm. The cities have naturally been chosen according to the brand’s popularity there and the overall importance of each city concerned in the global marketplace. The winner from each city will win a limited-edition Aikon Automatic Venturer (see below) and there are Maurice Lacroix gifts and coupons for the brand’s e-shop for the runners-up. The overall winner from all cities will also win a visit to the company’s headquarters in Switzerland.
Aikon Venturer Limited Edition
The Venturer has a 43mm stainless-steel case with a ceramic rotating bezel and is water resistant to 300 metres. It is powered by a Swiss Made automatic mechanical movement and has a black sunbrushed dial with luminescent hands and hour markers. It comes with a blue calfskin strap with contrasting orange stitching and a stainless-steel bracelet. The limited edition of 500 will be offered to winners of the #timecode game and will be available on the Maurice Lacroix e-shop an in selected worldwide retailers for the price of CHF2,350.
To take part in the #timecode game with a chance to win the Aikon Venturer limited edition, visit this page: https://timecode.mauricelacroix.com/en/.
