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Maurice Lacroix

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Maurice Lacroix - Masterpieces with Heart

The watch brand Maurice Lacroix that we come to know nowadays was not inaugurated until 1975 in Austria. The Manufacture got its name from the former CEO of the parent company. The origin of Maurice Lacroix stems from an assembly plant in Saignelégier, which previously focused on the production of private label watches. It wasn’t until 1961 the Company was purchased by Schulthess Holding AG's parent company DESCO.


Although Maurice Lacroix is still a relatively young brand, the Brand is known for its numerous technical achievements, as well as their positioning on the cusp between tradition and modernity. Since its inception, it has been collecting awards for excellent craftsmanship and innovative design. Thanks to the Manufacture’s creativity and technical expertise, Maurice Lacroix timepieces are armed with in-house calibers, offering watch lovers and the likes watches that are truly great value for money. With this competitive advantage, the Brand attracts a strong following and enjoys great success in the luxury watch market.


The best-known line of Maurice Lacroix is the Masterpiece Collection, which has garnered the Manufacture numerous prizes and awards. The fans of Mauric Lacroix Masterpiece Collection makes up the lion share of the Brand’s followers. Whether you are looking for a moon phase, analog date display, power reserve, or world time - all variants are present in the mechanical Masterpiece series which was launched in the 1990s. Prices start at about 2000 EUR and limited special edition models can be priced as high as 20,000 EUR. The blued screws and edged bridges are a character feature of this signature collection.

Maurice Lacroix was one of the first brands to offer insight into the inner works - the proverbial heart - of their watches, through the glass bottom. This feature quickly became highly popular and soon found many imitators. The company is one of the very few Swiss manufacturers who have a case factory of their own, another valuable advantage for the Brand. While in the 90s the Company focused on the development of special features for mechanical watches, in 2016 Maurice Lacroix shifted their attention increasingly to quartz watches.

Apart from elegant classic designs are as much part of the brand portfolio as sports watches, diving watches and chronographs. The brand is well-represented in numerous German football stadiums: The Company has partnerships with the VfL Wolfsburg, with Hertha BSC, Bayer 04 Leverkusen and 1st FSV Mainz. All these soccer clubs are or have been sponsored by Maurice Lacroix and the cooperation boost the Swiss Manufacture visibility amongst football fans.


Maurice Lacroix Collections

Masterpiece

The most extensive collection of Maurice Lacroix is their premium line – the Masterpiece Collection. All watches from this collection are built with Maurice Lacroix in-house calibers, manufactured in Switzerland. The Collection has earned numerous design awards and the models are the flagship pieces for the Brand. They are visually stunning and showcase the Brand’s immense creativity in watch design, which is made apparent by the design of the Square Wheel (formerly Roue Carrée) line. The Maurice Lacroix design team flexes their creative muscle by featuring a square-and-clover-shaped gear amongst the Square Wheel watches, a truly original design element. Apart from a great design, these watches also boast many enticing features, including date- and day-display, moon phase or with chronograph, GMT, as well as small seconds. In other words, the line has everything a watchmaker's heart desires. On top of that, it also comes with an affordable price point and the Special Editions would be great additions to the collections of any great watch enthusiasts.


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Pontos

The line is characterized by its array of creative, innovative and sporty automatic chronographs and watches equipped with day- and date-display. With a water resistance up to 60 bar, Pontos watches are built to withstand extreme conditions. You will also find the timepieces in this Collection appropriate from the office to the gym, and perhaps even for a special occasion. At Baselworld 2015, the Pontos S Regatta gained a great deal of popularity. The Watch has a ten-minute countdown feature with colored digits, which is perfect for racing. The innovative timepiece is powered by the ML162 caliber, that comes with a 38-hour power reserve and protected by carbon casing.


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Les Classiques

As the name indicates this collection presents very noble, classic men's watches in timeless designs that lend themselves for business occasions as well as festive occasions. Polished stainless steel, yellow gold or rose gold cases house high-quality automatic calibers and reduced dials with diamond-milled pointers. Leather or alternatively pure stainless steel bracelets complement these timepieces best.


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Fiaba

The ladies collection Fiaba consists of small round quartz watches in silver, bicolor or gold casing. The use of blue hands, classic silhouettes, Roman numerals, brings out the feminine sensitivity in the design of the Fiaba watches. Although Maurice Lacroix offers 80% of the collection for men, the remaining 20% of ladies watches are not short of high quality timepiece with great design and certainly should not be overlooked.


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Eliros

The Eliros collection manifests elegance in its design. This collection of watches for men and women is available with quartz or automatic movements. The watches are priced at the entry-level segment for luxury watches, yet they are not short of offering the great special features, such as the moon phase, chronograph, as well as date-display, as one would expect from a quality Swiss-made timepiece. In terms of design, all the Eliros timepieces have the usual round Maurice Lacroix casing. What makes the collection stand out is the variety of dial colors available. Pairing with an elegant design, and great functionality, the Eliros collection is representative of first-class Swiss watchmaking quality.


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Aikon

Aikon is the collection of quartz watches with date and chronograph models presented by Maurice Lacroix in 2016. The models for men and women are reminiscent of the Calypso line, Maurice Lacroix top performing collection in the 90s and early 2000s. Equipped with sapphire glass in 40 to 44 mm in diameter the watches and water-resistant to 10 bars Aikon watches are the new icons of the Maurice Lacroix brand.


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Why should I buy a Maurice Lacroix?

In 2011, the company was still ranked among innovators and newcomers who open up a whole new world in watch calibers. Exciting functional and innovative features became the forte of the brand. The numerous patents and awards the company has accomplished since are abundant proof of the success and quality of Maurice Lacroix. Moreover, they have also managed to create their individual signature features and statements and have stayed true to them. To name a few of these accomplishment: the kinematic gear, retrograde display, the highly sophisticated caliber ML 128 537 armed with a tungsten rotor (the chronograph shows either time or stopwatch while remembering the other). As a Swiss Manufacture, Maurice Lacroix never falls short of creating excitement in the watch market and among its followers. The brand’s diverse offering from creative divers watch to elegant ladies watches appeal to a wide variety of personalities. For that, we are pretty sure that you can find the perfect timepiece that suit your needs for different occasions.


Maurice Lacroix in Numbers

3

The casing and bezel are made of Powelite. It is 3 times lighter than steel, but allegedly twice as hard.


537

A total of 537 parts make up the highly complex Maurice Lacroix caliber ML 128.


2011

This is the year when the DKSH acquired the controlling majority of the Maurice Lacroix Group.


20

The "Three-Hand Chronograph Mémoire 1", priced at 300.000 EUR, is a limited edition watch with 20 pieces only.


13

There are 13 unique and patented calibers tick inside Maurice Lacroix watches.


Maurice Lacroix: a Chronology


1961:Maurice Lacroix was founded as an assembly plant in Saignelégier in the Swiss canton of Jura, which was acquired in 1961 by the parent company DESCO of Schulthess Holding AG.

1975: Maurice Lacroix was launched as a new brand in Austria.

1980: A German distribution center is opened in Pforzheim.

1987: Maurice Lacroix entered the UK market.

1995: The year 1995 marked Maurice Lacroix’s entry into the market of the United States, as it began to build their presence in North America.


2001: Maurice Lacroix S.A. became independent of the DESCO Schultess Holding AG.

2006:
The first manufacture movement is produced in-house.

2011:
DKSH, a Swiss company with headquarters in Zurich acquires the controlling majority of Maurice Lacroix.


Maurice Lacroix Aficionados

Brand Ambassadors for Maurice Lacroix are present in many areas of interest. Best known are partnerships with sports clubs and athletes. James Magnussen, the successful Australian swimmer, stands for the brand as well as Lothar Matthäus. Also, Roger Federer wore his Masterpiece watch at his victory in Wimbledon 2005. Diipa Khosla, model and fashion influencer is also an ambassador. She was born in India and campaigns for the brand as does the well-known Sir Bob Geldorf, who has even been sighted at a shop opening, much like the actress Veronica Ferres. In 2014 Maurice Lacroix announced a three-year partnership with FC Barcelona and the brand is also a partner in the Red Bull Cliff Diving World Series.