Maurice Lacroix has announced a surprising partnership with Red Bull to be the official timekeeper of a global dance competition.
Based in the Swiss Jura, the brand is serious about watchmaking, but it also knows how to have fun. By sponsoring the "Red Bull Dance Your Style" competition, this is the first time a watch company has entered into the world of competitive street dance.
"Teaming up with Red Bull and supporting a major event such as 'Red Bull Dance Your Style' provides us with an opportunity to convey our common values such as creativity and precision. We both speak to the same public: young, dynamic, passionate and urban individuals. We are delighted to be involved in this exciting competition and we look forward to seeing the best entrants master the beats and dazzle us with their moves," said Stéphane Waser, managing director of Maurice Lacroix.
The popularity of dance has grown exponentially with events now taking place around the globe. The Red Bull Dance Your Style series is based on a unique 1-on-1 battle format.
Contestants will need to wow the crowd through hip-hop, house, popping, waacking, tutting, voguing and other styles. The challenge is to improvise their moves to unpredictable mainstream tracks ranging from recent global hits to classic beats.
The format has the audience judging the competitors simply by brandishing a red or blue card. Events will be held in several prominent cities around the world before the finalists travel to the world final.
Maurice Lacroix will invite entrants to show their dance skills in an online audition, whose judges include Dakota and Nadia, who are acclaimed dancers and members of the ML Crew.
Beasty and Gutta compete at the 'Red Bull Dance Your Style' qualifier in Boston. Maurice Lacroix
The crowd votes for its favourite in Cape Town. photos courtesy of Maurice Lacroix
