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The contest lasts for four weeks from July 20th to August 22nd. Each week, Maurice Lacroix will invite social media users to take a photo of an iconic spot of their city and post the photo on either Facebook or Instagram using @MauriceLacroix and #CityContest. On Facebook, users will need to make sure that the visibility restrictions of their post is set to “public”, otherwise Maurice Lacroix will not be able to retrieve and include the photo in the list of possible winners for the contest. On Instagram, users will need to make sure their profile is public so that the photo posted can be retrieved and included in the contest. After 7 days, Maurice Lacroix will select 4 photos among all the photos posted by users and add a Maurice Lacroix AIKON watch and logo to the visuals. The visuals will then be posted by Maurice Lacroix asking followers to select their preferred photo by commenting on the post and writing the number of the photo they prefer. The photo with the greatest amount of comments will win the contest. Maurice Lacroix will then post the name and photo of the winner. In the comment, Maurice Lacroix will ask the winner to send a private message with their contact details so that the AIKON can be sent. The exact same process will occur 4 times as one winner will be selected each week.