Company Overview:

Maurice Lacroix, founded in 1975, has been a noteworthy player in the Swiss luxury watchmaking industry, gaining recognition for its harmonious blend of tradition and innovation. Over the years, the brand has marked its journey with a unique perspective on luxury watchmaking that revolves around crafting accessible yet high-quality timepieces.

The brand’s notable advancements, such as the creation of its first in-house movement and the use of innovative materials, highlight its dedication to elevating the watchmaking craft. It has consistently pushed boundaries to set new standards in the industry.

Maurice Lacroix’s offerings, particularly the “Masterpiece,” “Aikon,” and “Eliros” collections, exhibit a diverse design philosophy that caters to a wide range of watch enthusiasts. Each collection resonates with a unique segment of audiences, showcasing the brand’s ability to blend traditional and contemporary design elements seamlessly.

At the heart of Maurice Lacroix is a philosophy that values accessibility, quality, and unique design. This guiding principle shapes its approach to watchmaking, influencing the creation of timepieces that are not only reliable and distinctive but also offer value for money.

The dedication to craftsmanship is deeply ingrained in Maurice Lacroix’s ethos. The brand’s commitment to developing in-house components and movements allows it to control quality at each stage of watch production. This dedication, combined with its innovative approach to materials and techniques, underlines Maurice Lacroix’s status as a forward-thinking watchmaker.

Maurice Lacroix’s journey in the horology world is a testament to its unwavering commitment to quality, creativity, and innovation. As the brand continues to evolve, it stays true to its core values, offering watch enthusiasts a unique blend of Swiss precision, accessible luxury, and distinctive design.

Notable Achievements:

Founded in 1975, Maurice Lacroix quickly established a reputation for its innovative approach to watchmaking. The company reached a significant milestone in 2006 when it developed its first in-house movement, the ML106, demonstrating its technical prowess. Its Masterpiece Gravity watch, launched in 2014, was another highlight, featuring the first silicium assortment, which is light, durable, and anti-magnetic.

Key Collections:

Among Maurice Lacroix’s collections, the “Masterpiece” stands out with its mechanical prowess and sophisticated design. The “Aikon” collection, known for its contemporary and luxurious design, is popular among the younger audience. The “Eliros” collection, a blend of contemporary and classic design, offers a diverse selection for both men and women.

Brand Philosophy:

Maurice Lacroix’s philosophy centers around “Accessibility, Quality, and Unique Design.” The company is committed to providing high-quality Swiss-made watches at accessible prices. They also value creativity and individuality, reflecting these aspects in their unique and varied watch designs.

Craftsmanship:

Maurice Lacroix prides itself on crafting most of its watch components in-house, ensuring the quality and individuality of each piece. With the development of their in-house movements, the brand has shown its dedication to watchmaking expertise. It often utilizes innovative materials, like silicium in the Masterpiece Gravity, signifying its forward-thinking approach to craftsmanship.

Celebrity Affiliations:

Maurice Lacroix has formed partnerships with various athletes and celebrities over the years. Some of their notable ambassadors include professional golfer Justin Rose, professional diver Orlando Duque, and Australian actor Bob Morley.