A Brief History of Maurice Lacroix
Maurice Lacroix is a comparatively young Swiss watch brand, officially founded in 1975, though its roots stretch back further. The company emerged from Desco von Schulthess, a Zurich-based firm that had been involved in watch component manufacturing and distribution since the late 19th century.
The brand took a pivotal step in 1989 when it established its own manufacture in Saignelégier, in the Jura region of Switzerland. This move marked Maurice Lacroix’s commitment to independence and technical credibility. In the 1990s and early 2000s, the brand gained attention for developing in-house calibers, an impressive achievement for a relatively young maison.
One of its most important milestones came with the launch of the Masterpiece Collection, which showcased complications such as retrograde displays, square wheels, and mysterious seconds—demonstrating that Maurice Lacroix was not just assembling watches, but innovating within haute horlogerie.
The Craftsmanship Behind the Brand
Craftsmanship is at the heart of Maurice Lacroix’s identity. The brand is known for blending traditional Swiss finishing techniques with contemporary engineering.
Key elements of Maurice Lacroix craftsmanship include:
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In-house movements: Especially within the Masterpiece line, movements are designed, developed, and assembled internally.
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High-end finishing: Techniques such as perlage, côtes de Genève, blued screws, and hand-applied decorations elevate the mechanical aesthetics.
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Innovative complications: Retrograde indications, skeletonized designs, and unconventional gear trains showcase creative watchmaking.
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Attention to detail: From dial textures to case polishing, the brand emphasizes precision and visual balance.
What sets Maurice Lacroix apart is its ability to offer this level of craftsmanship at a more accessible price point than many traditional haute horlogerie brands.
Maurice Lacroix Today: Aikon and Pontos
Maurice Lacroix has successfully balanced tradition and modern tastes. Two pillars of its current lineup—Aikon and Pontos—illustrate the brand’s contemporary versatility.
The AIKON: Urban Sport and Everyday Style
The AIKON collection has become the modern face of Maurice Lacroix:
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Sports luxury appeal — With a bold, integrated bracelet and dynamic design, Aikon fits the luxe-sport trend.
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Versatility — Suitable for office, travel, or weekend adventures.
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Contemporary identity — A fresh alternative to other sport watches, with distinct design cues like six-arm bezels.
AIKON blends approachable size, everyday wearability, and vibrant personality—making it a favorite among new and seasoned collectors alike.
The PONTOS: Refined Design with Purpose
The Pontos collection occupies a slightly more refined and architectural space:
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Clean, modern aesthetics — Pontos watches often favor symmetry, clarity, and thoughtful proportions.
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Range of functions — From simple three-hand models to chronographs and date editions, Pontos balances practicality and style.
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Day-to-night versatility — Understated enough for business settings yet sporty enough for casual wear.
Pontos represents timeless design elevated through precision engineering. It resonates with those who appreciate calm elegance without sacrificing mechanical substance.
Final Thoughts
Maurice Lacroix is a brand that proves heritage isn’t measured solely by age. Through technical ambition, thoughtful craftsmanship, and bold contemporary design, it has carved out a strong identity in the competitive Swiss watch landscape. Whether through the intricate artistry of the Masterpiece collection or the everyday versatility of the AIKON, Maurice Lacroix continues to bridge the gap between classic watchmaking and modern life—making it a compelling choice for today’s discerning watch enthusiast.
