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Maurice Lacroix - When fashion and watchmaking become one

Maurice Lacroix When fashion and watchmaking become one

The watchmaking manufacture welcomes Yannick Aellen, the avantgarde founder of the Mode Suisse platform, to the brand’s circle of friends.

“There is a depth to watchmaking that really moves me”, enthuses Aellen. “Maybe that’s because the meticulousness with which watchmakers exercise their craft reminds me of the delicate hands you see in high fashion brands. Whatever it is, for me, Maurice Lacroix incarnates accessible luxury. This is a brand that has been able to capture the imagination with affordable and contemporary Swiss-made timepieces.”. Starting as a casting director in Paris before becoming a production designer, this well-rounded artist has collaborated with some of the most important creative personalities of the 21st century, such as Raf Simons, Alexander Wang and even Lady Gaga.  The founder of Mode Suisse, a platform that seeks to promote local young creators, he has discovered, in the Maurice Lacroix brand, a number of young, ambitious and passionate individuals.

When fashion and watchmaking become one

Yannick Aellen © Maurice Lacroix

“With the Mode Suisse organisation, we’re speaking to the same people: urbanities, people who are connected, adventurous, modern; people who are not afraid to believe in their dreams", says Stéphane Waser, Managing Director. “Yannick Aellen has this passion and we are thrilled at the prospect of creating a history together !”

Impressed by the diversity of the watches on offer, the founder of Mode Suisse was particularly taken with the AIKON line. “It can change to suit your desires. That’s what makes it timeless. Today, watches are the reflection of a stylistic identity. They’re a fashion accessory, no less than jewellery or leather goods.”

The brand

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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