INSIGHT-RADAR: News Briefs from the Watch Industry
New brand partnerships, international expansions, and special projects: Our INSIGHT-RADAR brings together the most important news briefs from the world of watches—in a concise and to-the-point format.
Insight Radar: Gerald Charles and Maurice Lacroix take it in stride, Eberhard & Co. pays tribute to historic race cars, and Alexander Shorokhoff and MB&F are drawn to the wider world.
Gerald Charles Enters the World of Padel
Building on its established presence in tennis, the independent Swiss brand is expanding its athletic identity to include padel—one of the fastest-growing sports in the world. None other than world No. 1 Gemma Triay is a “Friend of the Brand.” The Spanish player wears the “Mini Maestro” with a pink dial and a white rubber strap.
Born in Mahón (Menorca) in 1992, Triay is currently ranked No. 1 on the international FIP world rankings and is one of the most successful athletes in the history of professional padel. Beyond her athletic achievements, she is known as an ambassador for women’s padel and actively advocates for equal prize money, visibility, and playing conditions.
Federico Ziviani, CEO of Gerald Charles, says, “We are proud to welcome her to the Gerald Charles family as we embark on this new chapter for our company.”
Gemma Triay adds: “It’s always special when brands like Gerald Charles turn their attention to padel and show confidence in the current growth of our sport. I’m thrilled to be part of this new team.” geraldcharles.com
Maurice Lacroix Launches the ML Collective
The ML Collective is an international community of athletes, artists, and enthusiasts who embody Maurice Lacroix’s brand philosophy: “Your Time Is Now.” Unlike a traditional brand ambassador program, each member is free to decide whether and when to wear their ML watch. The only requirement is a genuine enthusiasm for the product.
“This is a new partnership model based on freedom. (…) The ML Collective reflects our commitment to building authentic, long-term relationships—far beyond traditional collaborations,” says Samuel Guélat, Head of International Marketing at Maurice Lacroix.
The first two members are Marcelo Arévalo González—a Salvadoran professional tennis player and former world No. 1 in ATP doubles—and Tomás Martín Etcheverry—ranked No. 25 in the world and Argentina’s highest-ranked ATP player.
“Even before I had any discussions with the team, I was already wearing a Maurice Lacroix watch at competitions—a blue-and-white Tide model in the colors of El Salvador. (…) When Maurice Lacroix approached me after noticing the watch, everything just clicked right away. This relationship grew out of a sincere, almost instinctive connection—and that’s exactly what makes it so authentic today,” emphasizes Marcelo Arévalo González.
And Tomás Martín Etcheverry says: “When I was five, I started playing with a beach tennis racket and dreaming of competing in the world’s biggest tournaments one day. Since then, I’ve never stopped working hard. Maurice Lacroix shares this conviction: The time you invest always pays off.” mauricelacroix.com
Eberhard & Co.: Main Sponsor of the 30th Vernasca Silver Flag
The Vernasca Silver Flag competition is organized by the Club Piacentino Automoveicoli d’Epoca (CPAE) and is dedicated to the preservation of historic race cars. The main sponsor of the 30th edition was Eberhard & Co. At the conclusion of the event, the Swiss watch brand honored the top participants with timepieces: Marco Berti received the “Best of Show Pre-War” award for a 1936 Maserati 6 CM. Emanuele Tiozzo was awarded the “Best of Show Post-War” title for a 1957 Alfa Romeo Giulietta SV Michelotti. Andrea Sculco won the special category “Gli Sponsor della Velocità” with a 1986 March 86 G. eberhard-co-watches.ch
Alexander Shorokhoff Expands into India
India is a growing market for watches. Industry forecasts predict that the world’s most populous country will rise to become one of the top ten watch markets globally by 2028—with export values exceeding 400 million CHF.
Alexander Shorokhoff has now entered into a partnership with Helios Luxe, a subsidiary of Titan Company Limited, which is part of the Tata Group, to enter this emerging market.
Founder and designer Alexander Shorokhov emphasizes: “If we continue to innovate and act with a creative and exceptionally bold approach, then there is no ultimate goal for us. With Helios Luxe, we have a strong partner at our side who can build depth, continuity, and a long-term presence, thereby ensuring sustainable brand development at the very highest level.”
For the official presentation and launch of the Alexander Shorokhoff brand at three Helios Luxe stores in India this past March, Alexander Shorokhov and his daughter Inga traveled there in person and met with high-profile guests, members of the press, TV personalities, artists, and bloggers from the watch and lifestyle community. alexander-shorokhoff.com
MB&F; Opens New York Lounge with a Limited Edition
To mark the opening of the new MB&F; Lounge in New York, MB&F; is presenting a special edition of the “LM101 EVO” in a striking color combination of rose gold and black. The engraving “MB&F; NYC” on the case back commemorates the opening of the brand’s newest location in New York. The New York Lounge is the brand’s second directly managed retail project following the opening of the original M.A.D.Gallery in Geneva 15 years ago and marks a new chapter for MB&F’s presence in North America.
“Welcoming our community to one of New York’s most famous skyscrapers is a dream come true. ‘American Tribe’ members are among the brand’s most loyal fans: The boldness of our designs reflects the country’s daring spirit,” says founder Maximilian Büsser. mbandf.com
