maurice lacroix

Founded in 1975 in the Swiss Jura mountains, Maurice Lacroix has established itself as a dynamic player in the world of premium watches. The brand is celebrated for its Aikon collection, a contemporary reinterpretation of its 1990s Calypso model, which has become a hallmark of its modern, urban design language. While rooted in the traditions of Swiss watchmaking, Maurice Lacroix embraces a forward-thinking approach, evident in its development of in-house movements for its Masterpiece collection, which showcases the brand's technical prowess with intricate complications. Maurice Lacroix offers a diverse range of timepieces, from the sporty and sophisticated Aikon to the classic elegance of the Pontos and Les Classiques collections. The brand has successfully cultivated an image of "accessible luxury," attracting a younger demographic with its stylish designs and strategic marketing. A notable step towards sustainability is the Aikon #tide collection, created in partnership with #tide to produce watches from upcycled ocean-bound plastic. This initiative, along with a focus on quality construction and reliable movements, underscores the brand's commitment to both innovation and responsible practices.