Maurice Lacroix has supported its efforts in Asia by signing up South Korean actor and musician Jang Dong Gun as brand ambassador.
Gun’s sense of style and creativity, as well as his popularity with audiences across Asia, were seen as a complementary fit for the Swiss brand.
Stéphane Waser, Managing Director of Maurice Lacroix, commented on the signing, saying: “Through the appointment of Jang Dong Gun, Maurice Lacroix is demonstrating that it is a progressive brand. At the moment, Korea is setting trends in many areas, not only in Asia, but also globally. Besides the fact that Jan Dong Gun is Korean and very successful, he perfectly represents the values of Maurice Lacroix, as he is authentic and stands for style, innovation and creativity just like our watches stand for design, innovation and craftsmanship. We are proud and feel very honoured that we have been able to welcome him as a brand ambassador for Maurice Lacroix.”
Gun’s new starring role will see him appear at four forthcoming Maurice Lacroix events and he was recently honoured for his achievements in the area of film and entertainment by the brand with a Your Time Is Now Award in Beijing.
The star of such blockbusters as Tae Guk Gi, Gun said: “It is a great honour for me to be the brand ambassador for Maurice Lacroix. This Swiss watch is a lot more than just a watch. It represents a philosophy and its outstanding quality and absolute precision are exceptional.”