Maurice Lacroix and Roger Federer Set a New Course

Zurich (Switzerland) June 1 (PROTEXT/ots) - After two very successfulyears, Maurice Lacroix and Roger Federer are mutually ending their closecollaboration at the end of May 2006.

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

After a successful and close two-year partnership, Philippe C. Merk, CEOMaurice Lacroix, draws a positive balance: "Our collaboration with RogerFederer took a very satisfying and entirely successful course. We were ableto achieve our objectives we established entirely by concentrating on asingle brand representative. Now we will take the next important step withour brand." With the launch of the first own manufacture movement at thisyear's BASELWORLD, Maurice Lacroix pursued consistently the path towardsbecoming a manufacture brand. Maurice Lacroix was also able to achievemajor gains with the relaunch of the successful Pontos and Miroscollections as well as with the new Divina line of ladies watches. Theintention is to allow this new, self-assured brand image to find expressionin an altered communication presence, which will continue to advance thecompany headquartered in Saignelégier.

Contact Maurice Lacroix, Zurich

Gabriela von Malaisé, PR Manager International

Mobile: +41/79/459'92'82

Claudia Staber, Marketing Director International

Phone: +41/44/209'11'11

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