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Maurice Lacroix - Jan Armbruster and Maurice Goedecke, new friends of the brand

Maurice Lacroix Jan Armbruster and Maurice Goedecke, new friends of the brand

Maurice Lacroix watches are displayed in their Stoff & Schnaps concept store in Germany.

Jan Armbruster and Maurice Goedecke are the founder of the Pforzheim-based highly original concept store, Stoff & Schnaps. Jan Armbruster and Maurice Goedecke shared a common vision, to create an innovative, urban space providing visitors with the opportunity to discover exceptional gins and whiskies while perusing an array of high-end street fashions by ‘Le Garcon Doré, a brand that was also created by the two business partners. 

Stoff & Schnaps is a story of people, passion, trailblazing, and creativity… qualities which are familiar to Maurice Lacroix. Indeed, these are traits Maurice Lacroix shares with all of its ‘friends’. As Stéphane Waser, Managing Director of Maurice Lacroix, explained: « We were impressed by the great success the ‘Stoff & Schnaps’ concept store has enjoyed since its launch. These gentlemen have flair. But it was only after meeting them both that we felt we could build something together. People and the creation of an innovative legacy are at the centre of their thoughts. They do not compromise on the quality of their products, yet guarantee an affordable price. We are looking forward to conceiving new projects as part of this collaboration ».

Joining Maurice Lacroix’s ‘circle of friends’ has proved ver y exciting for Jan and Maurice. As Jan recently explained, «We love Maurice Lacroix’s modern and dynamic state of mind! As for our AIKONs, they never leave our wrists!”

Jan Armbruster and Maurice Goedecke, new friends of the brand

Jan Armbruster and Maurice Goedecke © Maurice Lacroix

The Stoff & Schnaps concept store is the perfect environment for Maurice Lacroix’s AIKON models. As Maurice Goedecke explained, « our clientele is young and connected and seek superbly designed pieces at reasonable prices. Maurice Lacroix shares this vision and that’s what we like. »

However, beyond the presence of Maurice Lacroix’s watches in the shop, the idea was also to create something together. Jan Armbruster’s family own a wine shop and Jan decided to launch his own gin, named ‘Goldjunge’. Later on, after having visited the Maurice Lacroix Manufacture in Saignelégier in the Swiss Jura, Jan had the audacious desire to suggest to Maurice Lacroix the creation of a gin inspired by the place. This unique gin, infused with watchmaking spirit, has now been created and is aptly named Aikonic Gin! A blend of Swiss gentian, local mountain herbs, Damassine du Jura, as well as lemon, cardamom and coriander are all combined with a hint of gold, creating a mouthwatering elixir. Aikonic Gin is now available in the German concept store for the delectation of its customers. 

Jan Armbruster and Maurice Goedecke, new friends of the brand

Aikonic Gin © Maurice Lacroix


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Based in the Jura region of Switzerland, Maurice Lacroix has been producing fine Swiss timepieces for over 40 years and has developed 14 in-house movements over the past ten years.

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