MAURICE LACROIX watches

Maurice Lacroix has set both through consistent preservation of the long tradition of the Swiss watchmaking art and meeting its standards, as well as creating, with its very own, innovative complications and movement developments, contemporary design and a heightened passion for detail and perfection, extraordinary timepieces.

Those who appreciate lasting value derived from the synergy of traditional watchmaking, creative development work and the latest technology, as well as aficionados seeking the extraordinary know not to entrust valuable, irrecoverable time to just any timepiece but rather to a timepiece from Maurice Lacroix.
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Aikon

Aikon Master Grand Date

Maurice Lacroix watch

“Since 1975, we have created several interesting new products as well as engaging with new audiences using imaginative promotional strategies. Furthermore, we have endeavoured to mitigate the impact of our activities on the environment by introducing sustainability initiatives such as #tide.

Our expertise was widely known within the watch industry; hence we were entrusted to craft private label watches for others. However, we then made a strategic decision to make watches bearing our own name. Furthermore, we developed an in-house movement, a bold step at the time. We’ve repeatedly shown our creativity, conceiving iconic watches such as the Masterpiece, Calypso and now the AIKON. Throughout our history, we have continuously improved our products, refining their design, using new materials and conceiving fresh ideas which enhance the ownership experience. We have also been inventive when it comes to marketing, partnering with FC Barcelona and appealing to Millennials with #CHASEYOURWATCH, #Timecode, the ML Crew and embracing urban-themes. Underpinning everything we do are the products we make. They fuse great design, functionality and quality while upholding our reputation for delivering high perceived value.

We’ve come a long way, created many groundbreaking watches, conceived several ingenious promotional initiatives and wholeheartedly embraced sustainability. Our journey is far from over, but then again, we believe life’s a journey not a destination.”

Stephane Waser, Managing Director, Maurice Lacroix