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Maurice Lacroix

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.

About

Maurice Lacroix is based in Saignelégier, in the Swiss Jura, an area noted for its watchmaking prowess. Over the past 40 years, the brand has produced watches renown for their high perceived value and attention to detail. In 2006, Maurice Lacroix designed and developed its first in-house movement and over successive years this has grown to 14 in-house mechanical calibers.

The company has won over a dozen major awards for its watches over the years, with industry panels recognizing its design, ingenious creativity and craftsmanship. Maurice Lacroix watches are distributed in 2,200 points of sale worldwide.

The company continues to grow, based on a winning formula of quality, reliability, ingenuity and determination, expressed through fresher and high perceived value designs backed by patented technologies. The company relentlessly seeks to deliver a new perspective on time to reward and accompany consumers in their quest of success. It is this “Passion for Progress” which is at the heart of the brand’s culture.

On July 1, 2011, DKSH, a Swiss company based in Zurich and the leading Market Expansion Services provider in Asia, acquired a controlling stake in the Maurice Lacroix group. With 780 business locations and 30,320 employees, DKSH is present in 36 countries and generated net sales of 10.5 billion Swiss francs in 2016.

1975
Desco begins watch manufacturing under the Maurice Lacroix brand name.
1992
Launch of the 1st Masterpiece Cinq Aiguilles.
2001
Maurice Lacroix opens its own production facility.
2006
Launch of the first in-house calibre ML-106.
2016
Relaunch of its iconic Model Calypso under the name “Aikon”.
Philosophy

Craftsmanship, innovation and design are the strengths of Maurice Lacroix. Great attention is paid to the finishing of all internal and external components of the watch, from the decoration of the movement to the finish of the dial and the polishing of the case and bracelet. Maurice Lacroix has innovated with the use of a new proprietary “Powerlite” alloy, components produced using the LIGA process (notably on the brand’s signature “Square Wheel” model) as well as the use of silicon escapement components. The brand has also received 14 design awards (Red Dot) over the past ten years in recognition of its innovative approach to displaying the time on models such as the Square Wheel and Mysterious Second.

Collections

Aikon

The Aikon represents the rebirth of the former Calypso collection, which was produced from 1990 until 2003 and was one of the brand’s most successful collections. It now represents the most iconic collection of Maurice Lacroix and make the obvious link between the past and the future of the company.

Eliros

First launched in 1996, the Eliros is the lifestyle collection, offering stylish quality at an accessible price and with a wide variety of interchangeable straps and bracelets.

Fiaba

Originally launched in 1995 with a rectangular case, the Fiaba collection has evolved into a round, pebble-shaped case with a water-drop pattern on the dial. Available with or without diamonds on the dial and case, the Fiaba is the embodiment of a classic ladies’ timepiece.

Les Classiques

The name says it all and the watches in this collection are inspired by the first timepieces produced under the Maurice Lacroix brand name. Combining refined design with high-end mechanical movements, Les Classiques offer the most popular functions: classic three hands, moonphase and chronograph.

Masterpiece

The Masterpiece collection is the pinnacle of watchmaking expertise at Maurice Lacroix and builds on 25 years of experience designing and producing avant-garde timepieces. Developments within the Masterpiece collection have led to signature pieces such as the Square Wheel (2010), Mysterious Second (2013) and Gravity (2014) models, plus a range of skeletonised timepieces.

Pontos

Deriving its name from the French word for bridge, this collection acts as a bridge between the classical range and the high-end models at Maurice Lacroix, focusing on design and offering a wide range of complications using mechanical movements.

 

Watches