Three World Records: Maurice Lacroix Bering Strait Expedition Started

ZURICH, July 27, 2010 - A team of adventurers with the motto of "Follow Your Convictions" has set
out to cross the Bering Strait by kiteboard, setting three world records in
the process:

    1. The first crossing of the Bering Strait by kiteboard.
    2. The first crossing from America to Asia by kiteboard.
    3. The first crossing of the International Date Line by kiteboard.

"If these extreme athletes are successful in their expedition, they will
go down in history and thus prove that you must follow your own convictions
to achieve big things," says Martin Bachmann, Maurice Lacroix CEO, speaking
of this unparalleled adventure.

100 km in wild waters with temperatures as low as 2-3 degreesC - six to
eight hours of complete dedication - must be travelled by kiteboard. Extreme
athletic performances of this kind require a preparation phase of several
months. But the Expedition is more than just a top-class sporting event: it
is also an exciting journey of discovery through the pathless terrain of
Alaska and Russia.

The Maurice Lacroix Bering Strait Expedition can be followed live on the
micro-site www.beringstraitexpedition.com.

About Maurice Lacroix

Since the launch of its first watch model in 1975, Maurice Lacroix has
evolved to become a sought-after Manufacture brand. With its own workshops
producing complex components for mechanical calibres, Maurice Lacroix joined
the exclusive league of Swiss Watch Manufactures at the end of 2006. Thanks
to continued innovative development both in technical fields and in design,
Maurice Lacroix has registered several patents and trademarks. Maurice
Lacroix is one of the few independent watchmakers and employs more than 200
people worldwide, the majority of whom are based at the international
head-office in Zurich and the production facilities in Saignelegier and
Montfaucon in Switzerland.

Picture is available via epa european pressphoto agency and can be
downloaded free of charge at:
www.presseportal.ch/de/pm/100005598/?keygroup=bild

Contact: PRfact AG, Alois Inderbitzin, Phone: +41-43-322-01-10, E-Mail: alois at prfact.ch