The Next Hour Neuchâtel
Fbg de l’Hôpital 78
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25 May, 2022
Maurice Lacroix was founded by the Desco von Schulthess Company in 1975 and Maurice Lacroix watches have been manufactured in the company’s state-of-the-art workshops in Saignelégier Switzerland ever since. In 2011, DKSH, a Swiss company based in Zurich, and the leading market expansion services provider in Asia, acquired a controlling stake in the Maurice Lacroix group.
Today, the brand is attracting a younger, hipper audience with its cool designs, great mechanics, affordable prices, and its ambassadors. Called the ML Crew, this group of friends, athletes, artists, and entrepreneurs represent the Maurice Lacroix philosophy that success is a journey, not a destination.
Five interesting facts about Maurice Lacroix
The Maurice Lacroix name comes from one of the original Desco board members, whose French-sounding name sounded trendy and luxurious to the other board members!
In 2004, Maurice Lacroix signed a contract with Roger Federer. They were the first watchmaker to sponsor the legendary tennis player.
In 2010, Maurice Lacroix dazzled and revolutionized the watch industry by designing a square gear wheel. You have to see it to believe it!
The brand’s tagline is “Your time is now”.
The brand’s Aikon Urban Tribe Collection was inspired by the work of a real-life Aikon owner who engraved his own watch and posted it on Instagram.