Time can only be lived
So let's live it together and enjoy its change
In 2022 Maurice de Mauriac celebrated its 25th anniversary. In 2021 the sons of the founder Daniel Dreifuss had already taken the fate of the family business into their four hands. In 2021 it was already clear that the watchbros Massimo and Leonard wanted to adapt the company to their new times with feeling and energy. What is the best way to express change? By changing the visible things of a brand. Once following the changes but also provoking the changes that were to follow.
The new generation of entrepreneurs began to use the first name of the target groups with which they felt familiar. What had long felt like that, the Dreifuss family's special connection to its customers, now sounded like that, too. Not everyone noticed this change. But it was felt very intensely.
A new website was already the Watchbros' goal in 2021. But this should not be just a digital cleaning of the old website. The industry should feel it when the Zurich family business changes. So a big step had to be taken. This meant the need to change the corporate design.
Daniel Dreifuss was able to let go of what could hardly have been imagined before and trust his sons. This did not come as a surprise to those who knew the family. After all, the Watchbros had been systematically prepared for this moment for years.
One day Philip Stolte was sitting at the table in the studio on Tödistraße. After his presentation of the possible CD, he said that he was one of the very few who had understood the brand. Since then, many moons have come and gone. Maurice de Mauriac now looks as it has felt for some time. Younger, more rebellious, more surprising. Yet never loud, never clumsy, never denying the history that has brought Maurice de Mauriac to the point where one can look favorably on the next 25 years in a difficult market environment.
In addition to Maurice de Mauriac, there is now MDM. More compact, younger, bold, if that's what it may be. The brand name, charged to the maximum by Daniel Dreifuss, thus takes a step back and makes room for the stories that are in Maurice de Mauriac as in hardly any other brand of this age. Images are extremely important today. One works with a photographer who is internationally active in the fashion world. And Philip Stolte, who understood the brand from the beginning, knew how to curate all this into a new image of the brand that never forgets Maurice de Mauriac and opens up all opportunities for MDM.
Looking at the new website, yes it is now online, one experiences what the family, the Watchbros, trusted advisors of the family and the professionals brought in have worked, struggled and created for so long.
The coexistence of the old and the new logo can be experienced perfectly here. The logo of the Dreifuss family is completely new, the family coat of arms, which, however, does not care about classical heraldry.
In recent months, all touchpoints that customers and the entire market like to have with Maurice de Mauriac have been adapted to the new CD. This will be visible within a soft launch that will last for the rest of the year. But if you get a business card in the studio today, or visit the website at www.mdm-watches.com you are surprised. No less surprised than the watches always surprise you, which leave this studio in Zurich in the direction of the whole world.
Massimo and Leonard Dreifuss have brought their sister Masha to the front row this year. Together with the family, she now also stands for the new time - for the MDM Garage in Züri West.
Even a watch family can only live time. It cannot be saved or managed. Therefore we invite you to experience time with us. Appreciating the old, adoring the new.