Building a modern watchmaking legacy as a major player in the global watchmaking scene
Maurice Lacroix was founded in 1975 and has been experiencing steady growth driven by remarkable creativity. A synonym for modern Swiss watchmaking, with a youthful, urban and sophisticated spirit, the brand has been carving out its own place in the world of haute horlogerie, with timepieces that stand out for their attention to detail, precision and technical innovation.
The brand enjoyed meteoric success towards the end of the 20th century, when it started to really establish itself as a name worthy of standing alongside the oldest watchmakers.
To mark its 50th anniversary, Maurice Lacroix released the AIKONIC collection.
Back in 2016, the brand launched the AIKON, an openly cosmopolitan timepiece that has since become its best-seller.
The AIKONIC is the logical – yet at the same time surprising – continuation of the AIKON, to which Maurice Lacroix has added key elements born from a creative process it calls Innovative Craftsmanship, or IC – hence the name ‘AIKONIC’.
This striking collection incorporates new materials and advanced technologies that propel the piece to the top of the brand’s range, and it has all the makings of becoming its next star attraction.
“The AIKON has been a tremendous success for our company, and we hope it continues to be for many years to come,” says Stéphane Waser, managing director of Maurice Lacroix.
“With the AIKONIC, we wanted to showcase our know-how by creating a watch that embodies innovative craftsmanship, combined with locally sourced components. The result is a highly accomplished model, featuring new materials, fresh ideas and an exceptional level of finishing, culminating in a timepiece with a distinctive Jura touch that delivers accessible excellence.”
The stainless-steel case combines a finely vertically brushed finish with polished surfaces, giving the AIKONIC a refined and thoroughly modern aesthetic.
To ensure maximum dial legibility, the sapphire crystal features an anti-reflective coating applied on both sides, offering superior light transmission and enhanced resistance to saltwater.
The desire to create an automatic movement for the model led Maurice Lacroix to an intriguing collaboration with Soprod, a specialist located less than 10km from Saignelégier.
The result is the new Calibre ML1000, which features several distinctive characteristics, such as a balance bridge secured with two screws for greater stability, and a larger-than-usual oscillating weight that enhances reliability. The power reserve stands at 60 hours.
As youthful as ever at 50 years old, Maurice Lacroix is a name increasingly worth remembering for true lovers of fine watchmaking.
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