Maurice Lacroix Names New Managing Director
Maurice Lacroix has appointed Joel Chabanne as its new managing director, succeeding Stéphane Waser who stepped down after a twelve‑year tenure in the role and eighteen years with the brand. Chabanne, who previously served as general manager for DKSH in Guam and spent two decades at Cartier, will inherit a company that has recovered from near bankruptcy to become a notable player in the affordable luxury sports watch market, with annual sales estimated at CHF 40 million. The transition follows Waser’s remarks on emerging industry trends such as sustainability, versatile design, and storytelling, underscoring the brand’s commitment to Swiss craftsmanship while adapting to evolving consumer expectations. In his new position, Chabanne is expected to implement the strategic plans and upcoming product launches initiated by his predecessor, ensuring continuity in leadership and leveraging his extensive experience in Asian market expansion. DKSH, the majority owner of Maurice Lacroix since 2011, will likely support this leadership change, aiming to strengthen the brand’s presence in the $1,000‑to‑$3,000 price segment amid a challenging three‑year period for watchmakers.
Buying Time Analysis: The appointment of Joel Chabanne as managing director marks a pivotal leadership transition for Maurice Lacroix, ensuring continuity and strategic momentum after Stéphane Waser’s impactful tenure that revived the brand from near‑bankruptcy to a notable position in the luxury watch market.
