While Maurice Lacroix is based in the Jura mountains, the brand is no stranger to city life. Indeed, mindful that its clients are ambitious, competitive and successful, the Swiss brand participates in events in some of the world’s most exciting urban settings. Recent activities include partnerships with Mahindra Racing, King of the Court and Red Bull Dance Your Style.
Now, Maurice Lacroix returns to the urban landscape as the ‘Official Timekeeper of the FIBA 3x3 World Tour’. This a global event which began life on the streets. The sport is a real success story progressing from its humble beginnings to the Olympic event it is today.
Elite basketball players from around the globe compete in numerous events held in various prominent cities. Teams of 3 players face off in a frenetic 10-minute battle, each eager to claim victory. There’s no chance to rest. And all the time, every match is seen by millions of fans, broadcast live in over 100 countries. Moreover, with a huge social media audience, connected fans are never far from the action.
These professional athletes are at the top of their game. They cover the court with incredible alacrity. Pass or shoot, there’s a 12-second shot-clock, indecision is not an option. Precision and timing are essential for success.
While the players are at the top of their game, the FIBA 3x3 World Tour is also very inclusive, with each urban event fusing sport with entertainment. Spectators can enjoy non-stop music, entertainers and spend time in dedicated fan areas.
Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “We are delighted to be the ‘Official Timekeeper of the FIBA 3x3 World Tour’. The sport is urban, making it accessible to many. It’s popular with the so-called Generation Z and it’s a success story, progressing from the streets to the Olympics. We share the same values as the FIBA 3 x 3 and this relationship promises to benefit all concerned.”
Alex Sanchez, FIBA 3x3 Managing Director, said: “We are very happy to partner with Maurice Lacroix as the new FIBA 3x3 World Tour Official Timekeeper. For the last few years, Maurice Lacroix has shown its vision and commitment for 3x3 by supporting several professional 3x3 players. Like 3x3, Maurice Lacroix is urban, authentic and inclusive. We are looking forward to further growing 3x3 together.”
The first FIBA 3x3 World Tour event of the season will take place in Utsunomiya, Japan on the 14th and 15th May. Nobody knows who will win, but one thing is certain, Maurice Lacroix will be on hand to provide Swiss precision timing.
