Maurice Lacroix is promoting the launch of a limited edition Aikon Venturer with a second annual global treasure hunt called #timecode in which the public hunts for codes that lead to them winning one of the watches.
The treasure hunt takes place online and in the real world in 10 cities across the world, starting in London this week.
“Once again, an online Maurice Lacroix platform demonstrates the brand’s engagement with the urban realm of millennials who appreciate fine watches. Interactive, fast-moving, ephemeral and communal, #Timecode interacts with digital natives through constantly-updated content,” the company says.
To play, people sign up at https://timecode.mauricelacroix.com. They will then be guided to coded clues around the cities.
From May 16 to 22, the #Timecode will appear on a map of London in constantly changing locations, or via a series of clues that can be found on social media. Once players have located the #Timecode, they must go and physically collect them and activate them on their smartphone.
Some are permanent, while others pop up for a while before disappearing, so players must be ready to go at any moment. The winner will be the person who has collected most #Timecode at the end of the game.
Maurice Lacroix’s 2019 limited edition Venturer dive watch is based on last year’s blue model, but has a production run of just 500 pieces.