Many visitors to the event participated in a game that necessitated grabbing handfuls of paper notes over a frenetic 30 second period. Successful contestants received an array of Maurice Lacroix prizes including several AIKON #tide watches.
Back in 2016, Maurice Lacroix released the AIKON, a model that was soon adopted by millennials as the perfect wrist companion for urban life. The AIKON, known for its ability to fit in anywhere, has also become known for its high perceived value. The popularity of the AIKON has grown exponentially and it has since won favour with many Gen Zers.
Beyond its accomplished styling and Swiss craftsmanship, another reason for the AIKON’s success is the Maison’s use of creative communication methods. Indeed, in recent years, the company has become known for its digital activations such as #CHASEYOURWATCH, a worldwide treasure hunt spread over three continents and four cities, as well as #Timecode, an online game designed to resonate with millennials and members of Generation Z. Maurice Lacroix recently returned to the world of games, immersing itself in MEMELAND at ComplexCon.
Held in Hong Kong from the 22–24 March 2024, ComplexCon proved an extraordinary festival and exhibition. Along with art, streetwear, music and food, the event included GOAT talks and immersive experiences where visitors could discover the latest trends and pop culture. Staged for the first time in the densely populated city, the event attracted tens of thousands of visitors, comprising predominantly millennials and Gen Zers, all eager to explore this temple of urban culture. One of the highlights of ComplexCon was undoubtedly MEMELAND, masterminded by the same creative team that founded 9GAG, a dominant name in the world of social media and memes.
Maurice Lacroix, the Official Timekeeper of MEMELAND, was on hand to ensure that 9GAG’s fun-packed game was timed to Swiss perfection. The Swiss Manufacture and the Masters of Memes united to deliver an unforgettable experience to the participants.
Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “ComplexCon was a great event and our presence in MEMELAND was a huge success. By working with 9GAG, we were able to connect with our target audience, namely urban millennials and Gen Zers. It is by engaging with the public that we can identify new trends and create interesting models, not just for today, but for future generations as well.”
