Maurice Lacroix watches are known for their high-quality mechanics and elegant designs. The brand's rich history dates back to 1975, when Daniel Jaulin and a team of engineers founded the company in Saignelégier, Switzerland.
Maurice Lacroix's first watch, the Masterpiece, was launched in 2008 and featured a unique tourbillon mechanism. This innovative design showcased the brand's commitment to horological excellence.
The brand's collections include the Aikon, a modern and sporty line, and the Pontos, a more elegant and refined series. Both collections showcase Maurice Lacroix's attention to detail and dedication to craftsmanship.
Maurice Lacroix watches are often characterized by their intricate dials and precise movements.
History and Heritage
Maurice Lacroix was founded in 1975 by Desco von Schulthess, a company with roots in the silk trade dating back to 1889.
The company's interest in watchmaking began in 1946, when it started representing luxury brands, including Swiss-made watches. Desco von Schulthess expanded its reach geographically and diversified its business.
In 1961, Desco von Schulthess acquired a watch factory in Saignelégier, which produced private label watches for third parties. By 1975, the company had grown significantly and started marketing watches under the brand name Maurice Lacroix.
Maurice Lacroix's success was rapid, and by 1980, it had become so successful that it ceased production for third parties. The company continued to expand, and in 1989, it acquired Queloz S.A., a case manufacturing plant in Saignelégier.
Having extensive knowledge of watchmaking is essential for a watch company's success, and Maurice Lacroix has gained this knowledge by being located in Switzerland, the heart and soul of watchmaking.
Maurice Lacroix is an independent legal entity, having become one in October 2001. It has its own workshops that produce complicated components for the brand's mechanical calibres.
With a total of approximately 220 employees worldwide, Maurice Lacroix is represented in around 4,000 shops in more than 60 countries.
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Masterpiece Watches
Maurice Lacroix is known for its Masterpiece watches, which are based on historic or heritage movements. These limited edition models are refinished to the highest standards.
The Masterpiece line includes watches with complications such as retrograde movements, power reserve indicators, and calendar modules. These complications are achieved by extensively modifying ébauches from ETA, Unitas, and others.
One of the most complex watches ever made is the Maurice Lacroix "Mémoire 1" timepiece, which has 604 moving parts. This movement allows the watch to switch between time and chrono functions without losing track of either indication.
The Masterpiece Worldtimer watch is a stunning example of Maurice Lacroix's craftsmanship, with a sleek brushed stainless steel case and polished stainless steel bezel.
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Manufacture Movements
Maurice Lacroix has been producing manufacture movements since 2006, starting with the ML106 based "Masterpiece Le Chronographe".
Their first in-house movement marked a significant shift in the brand's approach to watchmaking.
Since then, Maurice Lacroix has introduced numerous manufacture movements, including an automatic movement in 2011.
The introduction of manufacture movements has led to larger watch sizes and a more modern or industrial look.
AIKON Models
The Maurice Lacroix AIKON line has been the brand's bestselling collection since its inception in 2016.
The AIKONIC series is the latest addition to the AIKON line, featuring updated mechanics and new materials in an upgraded case design. The 43mm case retains the familiar six double-wide "arms" around the bezel, but adds a tactile grip cover to the crown.
Each AIKONIC model has a black carbon dial, with carbon fiber strands running north to south in one direction, giving each dial a unique vertical wave pattern. The dials are slightly distinct from one another due to this construction.
The AIKONIC is powered by the ML1000 Calibre, an automatic movement with a 60-hour power reserve. The watch is water-resistant up to 100 meters and features an exhibition caseback.
The AIKONIC models differ in bezel, strap, and index/hand color, but all feature the same black carbon dial and steel case. Two models have black bezels, while another has a silver bezel, and the fourth has a dark blue bezel.
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The Maurice Lacroix AIKONIC retails for $3,400 for the black, silver, and dark blue bezel models, and $3,700 for the black and light blue model.
The Maurice Lacroix Aikon Automatic Chronograph has a stainless steel case and a blue calf leather strap, paired with a black PVD butterfly buckle. It runs on an automatic movement and is water-resistant up to 200 meters.
The Aikon Automatic Chronograph features a 12-hour chronograph counter at 6 o'clock, a 30-minute chronograph counter at 12 o'clock, and a small second subdial at 9 o'clock. The watch has a beautiful blue and silver color combination.
The Maurice Lacroix Men's Aikon Stainless Steel Swiss Quartz Watch has a traditional stainless steel case and a brown leather strap with an embossed crocodile pattern. It runs on a quartz movement and has a 100m water-resistance.
This watch features a grayish-brown dial with horizontal lines and Roman numeral hour markers in gold, which match the gold watch hands.
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Craftsmanship and Quality
Maurice Lacroix Swiss watches are renowned for their exceptional attention to detail, reflecting the brand's playfulness and perfectionism.
Their dedication to perfection is evident in every watch, from the inner workings to the outer design. Each watch is crafted in-house, showcasing the company's commitment to excellence.
Maurice Lacroix produces in-house movements, a feat achieved by only a few watch companies, demonstrating their exceptional craftsmanship. Their skilled hands bring each watch to life, ensuring outstanding quality.
The company's sense of quality is deeply ingrained in its brand values, extending beyond the final product. They prioritize quality from the conception phase, carefully selecting materials and complications involved in the movement.
Maurice Lacroix's commitment to quality is further underscored by their in-house movements, guaranteeing the utmost precision and attention to detail.
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Diverse Offerings
Maurice Lacroix' Swiss watches are known for their diverse offerings that cater to every style and taste.
The brand offers an array of casual and sport watches that are perfect for those who lead an active lifestyle.
The Pontos S Extreme Watch is a stunning example of this, featuring genuine calfskin leather, high-grade sapphire crystal, and a proprietary alloy of titanium, zirconium, aluminum, ceramic, and magnesium.
This watch captures a rugged sense of adventure and dedication to luxury.
Dress watches like the Eliros Date Watch exhibit elegance and attention to detail, showcasing the brand's commitment to craftsmanship and fine design.
Maurice Lacroix' Swiss watches are noted for their versatility and timeless style, making them a great choice for anyone looking for a watch that will never go out of fashion.
The brand's range of watches includes everything from daring and assertive designs to more subtle and refined pieces.
These watches are made to serve as both a tool and an accessory that fits your personality.
You can find a Maurice Lacroix watch to suit any occasion, whether you're looking for something simple or something that showcases your personal style.
Brand Values and Collections
Maurice Lacroix's commitment to high-standard Swiss watchmaking craftsmanship is unwavering, driven by a pursuit of extensive knowledge, industrial expertise, skilled craftsmanship, technological capability, and a sense of quality.
Their success relies on a formula consisting of reliability, determination, ingenuity, and quality. This focus on excellence has earned them a reputation as a trusted name in the world of watchmaking.
If you're looking to own a Maurice Lacroix watch, you're in luck, as they have a diverse range of collections available, including the Masterpiece, Aikon, Pontos, Fiaba, and Eliros.
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Outstanding Brand Values
Maurice Lacroix's commitment to high-standard Swiss watchmaking craftsmanship is rooted in its company philosophy.
The company's pursuit of excellence requires extensive knowledge in watchmaking, industrial expertise, skilled craftsmanship, technological capability, and a sense of quality.
Achieving this level of quality is a deliberate formula consisting of reliability, determination, ingenuity, and quality.
Maurice Lacroix's success is built on a foundation of these key factors.
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Best Collections
Maurice Lacroix has five distinct collections that showcase their craftsmanship and attention to detail.
Their Masterpiece collection is a standout, featuring intricate designs and high-quality materials.
The Aikon collection is a great option for those looking for a more modern and sleek timepiece, with both automatic and quartz models available.
The Pontos collection offers a more rugged and sporty take on traditional watchmaking.
The Fiaba collection is perfect for those who want a touch of whimsy and playfulness in their timepiece.
The Eliros collection is a great choice for those who want a more elegant and refined watch.
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Where to Buy and Sell
If you're interested in purchasing a Maurice Lacroix watch, you can easily check their website to see if there are any authorised dealers near you.
Their website has a store locator function that allows you to input a location or select from the dropdown choices for the continent, country, and city.
You can also buy Maurice Lacroix watches online on their official website for a more convenient shopping experience from home.
Maurice Lacroix watches are also available on Amazon and The Watch Company, where you can find options and discounts.
If you're looking to sell a Maurice Lacroix watch, you can try checking with their authorised dealers to see if they're interested in buying it back.
Final Thoughts
Maurice Lacroix has made a name for itself in the watchmaking industry.
Their commitment to upholding the tradition and high standard of watchmaking craftsmanship at reasonable price points has earned them a loyal following.
Maurice Lacroix's innovative spirit ensures that each watch meets their standard of perfection.
Their brand values are a key factor in their success, and it's clear that they're dedicated to producing high-quality timepieces.
Maurice Lacroix's reputation will likely remain high up in the ranks of the watchmaking industry for many years to come.
Frequently Asked Questions
Is Maurice Lacroix respected?
Maurice Lacroix is highly respected for its commitment to Swiss craftsmanship and exceptional quality. The brand's reputation for reliability and innovative designs has earned it a loyal following among watch enthusiasts.
Is Maurice a good watch brand?
Maurice Lacroix offers good value for money with quality watches at an affordable price. Their durable timepieces are built to last with robust cases and reliable movements.
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