MCS Automatic Watches

MCS Automatic Watches Case Study

MCS and Montrichard Group partnered to bring the american brand a revolutionnary “create your own” system

Starting in the 1970’s the brand was founded as Marlboro Country Store.
In 1987, the unique proposition of combining the legendary American West lifestyle with exceptional Italian quality and style was established through a visionary collaboration between the then American owners of the brand and the quality textile and apparel heritage of the 175 years old Marzotto Group of Italy. A re-visioned brand name Marlboro Classics emerged, with the iconic Rider logo, and was an instant success.

An online system enabling watch customization
With billions of people in this world and a with each one of us having their own distinct tastes and personalities, MCS wanted to create a product that can be as unique as they are.

Montrichard Group helped the brand to implement a customization process allowing their customers to choose online from a selection of cases, dials, hands and straps, to create their own MCS watches according to their own specific styles.

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