Philippe Christian Merk President of the Swiss watch company Maurice Lacroix Country: Switzerland

Biography of Philippe Christian Merk

Philippe Christian Merk is the President of the Swiss watch company "Maurice Lacroix". Born in 1961 in Saignelegier, Switzerland, Merk has played a crucial role in the success of the company.

In 1975, the company 'Zurich's Desco von Schulthess AG' began manufacturing watches after acquiring the necessary equipment. It was during this time that the company registered its own brand, 'Maurice Lacroix', which eventually became one of the most successful watch companies in Switzerland.

Merk believes that the differences between Maurice Lacroix and other watch brands from Eastern and Western Europe are not significant, especially considering the specific taste of Russian consumers. As Russia is known for its passion for luxury goods, Merk recognizes the importance of the Russian market for Maurice Lacroix.

To promote the brand, Merk and his team focus on highlighting the strengths of Maurice Lacroix in their advertising campaigns. The collections of the brand celebrate classic values, with the 'Masterpiece' collection being a prime example. Additionally, the company strives to create high-class timepieces using precious gemstones and metals.

Maurice Lacroix offers limited edition watches for its special category of customers, who are willing to invest a considerable amount of money in luxury watches. The production process of Maurice Lacroix watches is labor-intensive, involving around 6,000 operations and almost manual assembly. The use of materials such as platinum, gold, and diamonds significantly contributes to the final cost of the watches.

While Maurice Lacroix remains faithful to classic design, the company also keeps up with fashion trends. However, Merk ensures that Maurice Lacroix does not succumb to fleeting fashion trends that may change within a few months. The Swiss brand produces watches of different shapes and introduces new mechanisms and details, yet it is always recognizable as Maurice Lacroix.

Merk envisions the Maurice Lacroix customer as someone who not only has the financial means to purchase the watches but also genuinely appreciates their value. He emphasizes that watches are the most important accessory and advises buyers to choose watches that they truly like and have a connection with, while also being confident in the quality of the model.