Brand selects Henrik Fisker because of a shared ‘innovative spirit’.

Maurice Lacroix has signed the designer of the world’s first electric sports car as a new ambassador for the Swiss watch brand.

Henrik Fisker, founder of Fisker Automotive, is the design genius behind Karma, the world’s first eco-friendly high-performance sports car. He has also been the designer behind many designs for car giants BMW and Aston Martin.


Maurice Lacroix said that it chose Fisker as an ambassador because he shares the brand’s “innovative spirit”.

Maurice Lacroix managing director Marc Gläser added: “Maurice Lacroix stands for a contemporary interpretation of the Swiss art of watchmaking. Who better than Henrik Fisker, whose concept has revolutionised the car industry, to represent our products and values? Our common basis lies in the similarity of our approach.”

Fisker said that he accepted the invitation to be a Maurice Lacroix brand ambassador because he can see “a very close connection with these watches and the beauty of a car”, adding that he felt “immediately inspired” when he first saw the watches.

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