In 2013, Maurice Lacroix provoked discussion and incredulity with the launch of its Masterpiece Mysterious Seconds. It answered questions others failed to ask. The brand that once queried, “Why not a square wheel?”, now enquired, “Does time have to be circular?”. The Masterpiece Mysterious Seconds depicts time in a linear form. A twin-tipped seconds hand, baton-like in form, traverses a solid disc, appearing to float and move in an almost balletic motion. Each tip of the seconds hand waits in turn to share the responsibility for imparting time. The Mysterious Seconds reveals some of its micro-mechanics housed within the case, courtesy of an open-worked area of the dial. Hour and minute hands are located off-centre at 2 o’clock. However, by contrast, the mystique of the model is bestowed by its thought-provoking seconds display. There appears to be no physical connection between the novel seconds hand and the movement beneath.
Maurice Lacroix welcomes Jang Dong Gun, the famous South Korean actor and musician, as its new brand ambassador. This remarkable superstar shares the same understanding of perfect timing with the Swiss watchmaking company and has refined his skills to deliver remarkable creativity. Jang Dong Gun understands when it is time to act. His time is now. YOUR TIME IS NOW.
The progressive Swiss brand recognises the importance of the Asian market and has sought a brand ambassador who shares the company’s style and creativity. The South Korean superstar Jang Dong Gun is the new brand ambassador of Maurice Lacroix. He exhibits incredible skill, mastering his craft and delighting audiences, both in his native South Korea and across all of Asia, with his own unique and popular brand of entertainment.
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