I clearly remember the press conference of the Aikon collection in 2016, when the brand unveiled the newly designed collection with its six characteristic Aikon clips placed directly on the crystal, an integrated case, and the signature “M” on the bracelet. In addition to being impressed by the watch, I also remember being equally struck by how the brand had invested a lot of time and money talking to young people all over the world about what they wanted in a watch, what they liked, and also what they didn’t.
A New Aikon Chapter
Fast forward six years, and I am in the Miami sunshine for the launch of a new chapter of the Aikon adventure, where I discover that this connection to consumers and future consumers is as strong as ever. “At the time of the Aikon’s launch in 2016, the millennials were about 20 years old,” shares Stéphane Wasser, Maurice Lacroix’s CEO. “We are now in 2022, and these people are now 26. There is also a new generation coming up – Generation Z – and what is interesting is that I have been receiving messages and emails from them asking lots of questions about our packaging, are our watches vegan, etc.? These are important topics for them,” he notes.
A Partnership with #Tide
Keen to address this interest and demand, Maurice Lacroix has teamed up with #Tide, a Swiss company that upcycles ocean-bound plastic and turns it into all kinds of different products. #Tide is not just about upcycling; however, it also works with local fishermen by paying them a salary to recuperate plastic from the ocean.
Thomas Schori, CEO of #Tide Ocean Material is also in Miami to explain. “At #Tide we do not just work with brands to put our logo on a product, we really want to create something together in a partnership,” he says. “Thanks to Stephane and his team, we were really able to do that. And this is not just today and tomorrow, the whole program will take us into at least the next few years.”
Plastic Fantastic
Luxury Swiss watchmaking and plastic are not an obvious mix, but Maurice Lacroix has spent a lot of time creating a quality plastic. By mixing it with glass fibre, the company was able to find a finish and durability that not only looks and feels great but is also highly scratch-resistant. The colours cover the rainbow with yellow and orange and different shades of pink, blue, and green. And this is just the beginning with other colour schemes in the works. The packaging has also been created by #Tide and includes a stand to put your watch on your desk, a container that doubles up as a coffee mug, and a mini reusable #Tide plastic collection bag.
Admittedly, Maurice Lacroix is going to have to sell a ton of watches to make a difference regarding climate change, but it isn’t only about the amount of upcycled plastic it uses, but also the fact that it raises awareness about ocean plastic and hopefully inspires other companies and individuals to think twice about how to improve their impact on the planet. This partnership is not just a one-shot. Maurice Lacroix has made a 10-year commitment to #Tide to help the organization buy boats for the fisherman, build warehouses on remote islands, promote education, and continue the mission to collect ocean-bound plastic and transform it into premium raw materials.
Friends of the Brand Make the Force
One of the brand’s strategies is to pair up with Generation Z stars with unique talents, who are just starting out in their careers. Several of them were in Miami for the launch including Swiss dancers Dakota and Nadia, 3x3 Lausanne Basketball world champions, DZ a biker from California, and Tribe Vinyasa, a yoga teacher from Miami. These talented young people are followed by Maurice Lacroix’s target audience and help the brand create cool content and spread the word. They work a little like influencers, with the difference being that they have gained a following for what they do, not necessarily what they look like! It is more genuine and appeals more to young people today as they search for authenticity.
Weekend Vibes
After the launch, I have the opportunity to spend the next couple of days in Miami hanging out with the brand, its retailers, and its friends at the beach, over dinner, and after hours in some of the city’s nightclubs – the trip also happened to coincide with the International House Music Festival – so the energy was electric. With the new Aikon #Tide on my wrist in hot pink, I am amazed how 17 recycled plastic bottles have ended up on my wrist, and even if I am from Generation X, I absolutely love it!
