GREATEST SHOWROOMS: Maurice Lacroix, Bangkok, Thailand

Maurice Lacroix has become one of those challenger watch brands that is cutting through thanks to the energy and expertise of a new breed of CEO.

Stéphane Waser took the reigns of a struggling company in 2014 and has been tirelessly building the business with a laser eye on detail and a consistent strategy of appealing to younger, perhaps first-time, watch buyers.

Its flagship boutique on Ratchaprasong Road in Bangkok, which opened in July 2022, is a perfect distillation of the plan in retail form.

The showroom, and the watches it sells, adopt the same “Urban Active Spirit”, which was also the tag line of an advertising campaign linking the pulse of the city with Maurice Lacroix’s millennial-friendly timepieces.

The industrial space has hi-tech lighting that can be bright enough to properly view the Aikons and other Maurice Lacroix collections and moody enough to create an…