Geneva Watch Days 2022 - Maurice Lacroix

We all know about the long story of watchmaking sponsoring racing teams. And just to give you a small idea of how huge this business we would like to remind you that only in the past five years, the Swiss watchmaking industry is estimated to have spent over half a trillion dollars supporting Formula 1.

Astonishing numbers, but thanks to this sport we have a lot of amazing collaborations as well.

Now it is time for Maurice Lacroix to pick up the winner, as the brand couple of days prior to the Geneva Watch Days, announced that it became the Official Timekeeper of Mahindra Racing that competes in the ABB FIA Formula E World Championship.

Moreover, the team has competed in every season since the series was inaugurated in 2014 and is a multi-race winning outfit.

I personally haven’t heard much of this Formula E but becoming the official partner of the racing team sounds quite impressive by itself. So, we spoke to Stéphane Waser, Managing Director of Maurice Lacroix, who explained why this partnership is important for the brand, how it is connected to their “recycled” watch, and where the inspiration for Lacroix’s new Pontos S Chronograph comes from. We can almost hear the vroom-vroom sound coming from them.