Maurice Lacroix is ​​a Swiss watch brand known since 1975 for its combination of distinctive design, Swiss precision, and a remarkably accessible vision of luxury. From the heart of the Jura, in Saignelégier, the brand has steadily built a strong reputation within the Swiss watchmaking world. Not by adhering to conventions, but by creating watches that blend technology, creativity, and contemporary style.

Today, Maurice Lacroix is ​​recognized worldwide as an independent manufacturer that develops and refines its own mechanical movements. Each watch embodies this philosophy: thoughtful, distinctive, and designed for people who set their own pace.

Where it all began for Maurice Lacroix

The story of Maurice Lacroix doesn't begin in 1975, but much earlier. In 1889, Desco von Schulthess, a Swiss trading company that brought high-quality goods from Asia to Europe, was founded. Throughout the first half of the twentieth century, the company developed strong international connections, which led to collaborations with renowned watch brands in 1946.

That expertise culminated in 1961 in Tiara, a private-label watchmaking workshop in Saignelégier. There, the foundation was laid for what would later become Maurice Lacroix: technical expertise, control over production, and a keen eye for design.

In 1975, the next logical step followed: the launch of their own brand name. The choice of "Maurice Lacroix" was deliberate. The French-sounding name reflected the elegance, international appeal, and refinement they envisioned.

Growing steadily, without shortcuts

From the outset, Maurice Lacroix opted for a well-thought-out growth strategy. No spectacular launches, but a clear vision: design, manufacture, and distribute watches with a strong focus on aesthetics, reliability, and value. The first successes came in Europe, starting in Austria, followed by Spain and Germany. Germany quickly became a core market, with its own training and service center in Pforzheim.

That hands-on approach built trust with retailers and customers. The brand didn't build hype, but a foundation, and that's what makes the difference today.

Mechanical watchmaking in the quartz era

During the 1980s, when quartz movements dominated the market, Maurice Lacroix remained true to the tradition of mechanical watchmaking. The brand consciously invested in expertise and acquired minority stakes in specialized manufactories like Girard-Perregaux. This knowledge became crucial for developing complications and refined finishes that would later define Maurice Lacroix's technical DNA.

At a time when many mechanical timepieces disappeared, Maurice Lacroix chose to preserve, restore, and revive these watches. This commitment to watchmaking heritage became an enduring pillar of the brand.

From Calypso to AIKON: design that defined the brand

With the Calypso collection in the late 1980s, Maurice Lacroix laid the foundation on which the brand is built today. Design, quality, and accessibility came together for the first time in a recognizable signature. The combination of sporty, refined finishes and a distinctive design language ensured that Calypso became an icon.

From this moment on , exceptional craftsmanship became a hallmark of Maurice Lacroix. Not as an exclusive privilege for haute horlogerie, but as a core quality across the entire range. The Calypso collection carried the brand confidently into the 1990s and the new millennium, leaving a lasting impression.

The transition from Calypso to AIKON is therefore not a departure, but an evolution. AIKON translates the same DNA into a contemporary context: more powerful lines, integrated tires, and an urban look, without losing the original elegance. Thus, a historic design has become relevant and iconic once again.