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90,000 watches per year
According to Kepler Cheuvreux analyst Jon Cox, Maurice Lacroix sells some 90,000 watches per year, resulting in a 70 million euro yearly turnover. Its total value is estimated to be some 100 million euro. “It is a decent enough brand but operates in a competitive price segment and lacks the retail muscle of the bigger watch groups“, he says.
Owner DKSH also wants to get rid of its other two watch brands, Glycine and Davidoff as the Zurich-based company feels the watch business is in a rut: on Amazon alone, watches in the Maurice Lacroix price range (1,000 to 5,000 euro) are being sold at a 20 to 49 % discount. More expensive watches currently even get discounts up to 66 %.
