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The story of Maurice Lacroix is one of innovation, craftsmanship, and a commitment to precision that has defined Swiss watchmaking for centuries. Established in 1975 as part of the Zurich-based Desco von Schulthess Group, Maurice Lacroix quickly emerged as a prominent name in the horological world. Rooted in the Swiss Jura town of Saignelégier, the brand leveraged the region’s expertise to create timepieces that blended traditional craftsmanship with forward-thinking design.
Maurice Lacroix has always stood apart for its dedication to innovation. By the 1990s, they established their in-house manufacturing capabilities, allowing them to produce intricate components, including their own movements. This step marked a turning point, as the brand began creating technically advanced watches, such as the Masterpiece collection, showcasing complications like retrograde indicators, chronographs, and perpetual calendars. Their mechanical expertise and aesthetic vision elevated them from a relative newcomer to a respected Swiss watchmaking name.
Collections
Maurice Lacroix's collections exemplify their ethos of combining tradition with modernity. Maurice Lacroix's Eliros collection has been at the forefront of modern watchmaking, renowned for its bold designs and vibrant colours. Celebrated for its fashion-forward approach, the Eliros collection has continually embraced new trends while maintaining its commitment to quality and innovation. Over the years, it has evolved to reflect contemporary style and timeless elegance through its refined silhouettes and tasteful colourways, making it a distinguished staple amongst luxury watches.
The Pontos collection delivers a harmonious blend of timeless elegance and contemporary design, offering versatile models suited for both formal and casual occasions. Known for clean lines and sophisticated details, it exemplifies understated luxury.
The Aikon collection, a modern interpretation of their iconic 1990s Calypso series, has gained widespread acclaim. With its bold, urban appeal, integrated bracelet, and striking bezel design, Aikon caters to a younger, style-conscious audience. This collection also includes Aikon Automatic and Aikon Venturer, adding sporty and robust options to its repertoire. Maurice Lacroix also offers special and limited editions, reflecting their flair for exclusivity and innovation. These timepieces showcase unique designs and cutting-edge materials, enhancing their appeal to collectors and connoisseurs alike.
Expanding into women's watches, Maurice Lacroix's Fiaba collection exemplifies feminine elegance and refinement. These delicate and sophisticated timepieces are designed to seamlessly transition from casual settings to formal events. While the collection has experimented with various case shapes in the past, the current lineup predominantly features round cases with complications like date, moon phase, and more.
Maurice Lacroix remain committed to their Swiss roots while embracing modernity. By continuously innovating and crafting high-quality, accessible luxury timepieces, they have established a reputation for excellence that resonates with watch enthusiasts worldwide.