If you frequent the roads of Zurich you’ll have definitely seen the blue and white Landrover of Daniel Dreifuss. Proudly displaying the name of Dreifuss’ watch brand: Maurice de Mauriac. What might sound like another traditional company from the Jura mountains is actually a modern brand founded in 1997. Launching your own watch brand is easier said than done - especially a successful one. In his conversation with René Beyer, Daniel Dreifuss is reminiscing about his time as a producer of private label watches, shedding light on who exactly „Maurice“ is and explaining how far one has to go to make his dream turn into reality.