ReviewRacing For The Environment: The Maurice Lacroix Aikon #Tide Mahindra

Swiss luxury watch brand Maurice Lacroix have collaborated with United Kingdom-based motor-racing team Mahindra Racing on many occasions to offer a range of exciting special edition pieces of their Aikon models. These include the Aikon Chronograph Quartz, Aikon Automatic Chronograph, and the Aikon Chronograph Skeleton Automatic watches. This year, both brands continue on this journey together with the unveiling of the new Maurice Lacroix Aikon #Tide Mahindra. Made from ocean-bound upcycled plastic, Maurice Lacroix’s new quartz timepiece features the colours of team Mahindra Racing.

With a similar approach to environmental values, both brands have forged a long-term partnership which started in 2020, when Maurice Lacroix was named Official Timekeeper for Mahindra Racing. Stephane Waser, managing director of Maurice Lacroix, remarks, “The Aikon #Tide Mahindra is a further demonstration of our shared commitment to the environment. Like Mahindra Racing, we tour the globe, operating in urban settings. Both brands strive for success, whether that’s competing on race tracks in various cities, or making urban watches for competitive souls, but most important of all, we both believe in innovating for a brighter, greener future.”

In Pursuit Of Similar Goals

As the founding member of the ABB FIA Formula E World Championship, Mahindra Racing is known for their success on the track. Additionally, the motor-racing team are popular and well-respected in the community for their environmental efforts. The objective of the sport is to promote EV (electric vehicle) technology, which Mahindra has actively been pushing for through their team, with an aim to address the impact of climate change.

The ABB FIA Formula E World Championship features all-electric single seater cars that race at speeds touching 320 km/h, and are capable of accelerating from 0-100 km/h in under three seconds. Fred Bertrand, CEO of Mahindra Racing, says of the partnership, “We love working with brands that share our values and goals of working towards a more sustainable future, so I’m pleased to welcome Maurice Lacroix on board for Season 9. I can’t wait to wear the watch with pride in 2023.”

For Plastic-Free Oceans

Maurice Lacroix unveiled its first Aikon #Tide model in 2021—a special timepiece that was made from ocean-bound upcycled plastic, and featuring Swiss quality, urban aesthetics and high perceived value. According to the brand, “It takes 17 plastic bottles to make one Aikon #Tide and its user-friendly packaging, which means 17 fewer bottles polluting the ocean.” 

The new Aikon #Tide Mahindra follows in the footsteps of the first eco-friendly #Tide model. Like its predecessor, this new timepiece is also made from upcycled plastic from the ocean. Unlike the first Aikon #Tide, this one comes dressed in the Mahindra Racing team’s colours of black and red.

Red, Black And Environment-Friendly

Made from recycled plastic, the black 40mm case has a contrasting red bezel. The bezel, crown and even the buckle of the strap are made with the same plastic composite material as the case. The black dial is decorated with the Mahindra Racing logo and a subtle date window in black at three o’clock. With a water resistance of 100m, and a case height of 11mm, the urban watch is easy to wear and suitable for most occasions.

Both the black 40mm case and the contrasting red bezel are made from ocean-bound upcycled plastic

The black dial is decorated with the Mahindra Racing logo and a subtle date window in black at three o’clock

The Maurice Lacroix Aikon #Tide Mahindra comes with two rubber strap options, black with the watch brand’s ‘M’ logo in red, and red, with the logo in black. Furthermore, the timepiece is equipped with the brand’s Easy Strap Exchange system, which allows the wearer to switch quickly between the two without the need for additional tools.

For those who appreciate the values of the Formula E racing team, the Maurice Lacroix Aikon #Tide Mahindra is tangible proof of what it means to be environmentally conscious—cleaning the oceans, 17 plastic bottles at a time, and making sure future generations have cleaner air, one EV at a time.