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Mauron Musy - Launch in Nigeria

Mauron Musy Launch in Nigeria

Mauron Musy presented its new Armure Mμ03 at a grand Nigerian launch hosted at the Lagos Miliki private club on December 3.

The Mauron Musy brand is the brainchild of Christophe Musy, a young Swiss engineer and his father in law, Eric Mauron who owns a precision mechanics and engineering company. In September 2012, Christophe Musy approached his father in law and proposed him to make watches as Christmas gifts for their friends and family. Not buy watches… make them! They are engineers, after all…

Needless to say, at Christmas 2012 there was no watch under the tree! Developing a watch take more than three months. Yet, in 2015, things had progressed, and a few lucky family members got their special Christmas gift: the first Mauron Musy watches. The two men indeed worked hard for three full years to create an incredible timepiece packed with quality Swiss engineering and advanced technology.

The Mauron Musy brand is now a recognised up-and-coming watch brand that bloggers and watch experts alike are following carefully. Clients around the world have adopted the Mauron Musy watches with key markets beyond Switzerland being the Middle East, other European countries, Southern Africa and the Far East. 

The Nigerian market is next, driven by Syndexis, a boutique management consultancy and brand representation company that focuses on emerging market growth in Africa and Asia. The company presented its new Mauron Musy Armure Mμ03 at a grand Nigerian launch hosted at the Lagos Miliki private club on December 3, 2019 where Christophe Musy came to meet some of the brand’s future Nigerian clients. “We believe in the Nigerian market as we know that Nigerian clients have a sophistication and an understanding of luxury that sets them apart” said Etienne Rouge, Managing Partner of Syndexis during a press conference.

When asked about his first feelings about the Nigerian market, Christophe Musy showed a clear enthusiasm. “During the launch event, we met a lot of very positive response and feedback, he said. We are expecting Nigerians to become an increasingly significant portion of our clientele”. He hinted that the two watches that received most praises were the Rose gold watch and the Black titanium model with a black dial. 

Lancement au Nigéria

Armure Mμ03, rose gold and black titanium models © Mauron Musy

The Nigerian luxury watch sector

While there is only little data available on the industry in Nigeria, it is estimated that some 3% of Swiss watches sold in Nigeria are luxury watches. With close to 700 premium timepieces sold every year, the market showed a healthy growth of 35% between 2016 and 2018. The total Swiss watches exports (all price ranges included) to Nigeria is valued at USD 12 million. According to a 2015 KPMG study, it is also estimated that a large part of super premium watches worn by Nigerians are bought outside of the country. According to the same study, Nigerians account for nearly half of the luxury goods sold to Africans in London. 

Lancement au Nigéria

Ms Ozee, Nnamdi Onyechi, Olivier Bovet, Christophe Musy, Etienne Rouge, Osee

“We have the feeling that Nigerian men are very much quality, brand and fashion conscious, said Christophe Musy. This is the kind of clients that tend to adopt our brand as they also understand the key value of our watches: quality engineering and 100% Swiss Crafted timepieces”. 

While the largest part of the premium watches market is composed of more affordable watches, it is also established that Nigerian watch collector have a real taste for the top-end brands. 

 

The brand

Mauron Musy is an independent and family-owned brand established in Switzerland’s Broye Valley, with a DNA steeped in industrial design and mechanical technology. With its philosophy based on both watch exterior complications and Swiss craftsmanship, it stands out for its invention of the first mechanical direct-seal gasket-free water-tightness technology mechanical sealing system.

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