Maurice Lacroix is named the ‘Official Timekeeper of the FIBA 3×3 World Tour’. Teams of 3 players compete in the fastest team sport in the world. There are no breaks and absolute concentration is essential. Watch the clock and decide whether to pass, shoot or dunk. Precision and timing are key to success. Who will be the winners? Wait and see. One thing is certain, as the event tours the globe, Maurice Lacroix will be on hand to provide Swiss precision timing.
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 3×3 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 3×3 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 3×3 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 3×3 Managing Director, said: “We are very happy to partner with Maurice Lacroix as the new FIBA 3×3 World Tour Official Timekeeper. For the last few years, Maurice Lacroix has shown its vision and commitment for 3×3 by supporting several professional 3×3 players. Like 3×3, Maurice Lacroix is urban, authentic and inclusive. We are looking forward to further growing 3×3 together.”
The first FIBA 3×3 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.
ABOUT FIBA 3X3
Exciting, urban and innovative, 3×3 is inspired by several forms of streetball played worldwide and is considered the world’s number one urban team sport. Steered by FIBA, games see two teams of three players face off on a basketball half-court.
It was played successfully for the first time in international competition at the 2010 Youth Olympic Games in Singapore and since then has benefited from the launch of a yearly professional circuit for men and women (World Tour and Women’s Series respectively) and national-team competitions.
3×3 made its Olympic debut at the Tokyo 2020 Games.
Wilson is the Global Ball Partner and the FIBA 3×3 World Tour 2022 Apparel Partner. Maurice Lacroix is the FIBA 3×3 World Tour 2022 Official Timekeeper.
FIBA 3×3 events are played on Enlio floors with Wilson balls, Schelde backstops, Bodet shot-clocks and the Magic Sky canopy system.
For further information about 3×3, visit fiba3x3.basketball, FIBA 3×3 accounts on Facebook, Instagram, Sina Weibo, Tencent, TikTok, Twitter, Youku , YouTube and Twitch or contact 3×3@fiba.basketball.
About Maurice Lacroix
For more than 40 years, Maurice Lacroix has demonstrated all of its watchmaking expertise, crafting
watches within the brand’s Manufacture in Saignelégier, Switzerland. The company makes accessible
timepieces imbued with iconic styling and high perceived value. In 2016, Maurice Lacroix reinterpreted
its iconic model of the 90s, the Calypso, releasing the AIKON. Modern and daring, the AIKON is made
for a generation of Millennials who are connected, curious, ready to take on the world, ambitious and
talented. The contours of the AIKON embody the Maurice Lacroix state of mind: a brand that is inspired
by city life and captures its energy. Architecture, culture, sport and innovation are a constant source of
inspiration for the creative team working in the brand’s Manufacture. With this in mind, Maurice Lacroix
chooses to be an active and urban brand that associates its image with a set of activities that capture
the vitality of city life.