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Date 20. 1. 2023
Category Watchmaking
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Success is a journey, not a destination. This is the credo of the renowned Maurice Lacroix brand, whose first Swiss watch models were created more than 45 years ago. Despite being a relatively young manufacturer, its name has quickly earned a place at the top of the luxury watch market, where it represents the ideal combination of traditional watchmaking precision and innovative future technologies.
The Maurice Lacroix brand is currently represented in more than 60 countries and has gained respect among discerning watch lovers. The reason for its worldwide success is not only its timeless appearance and elegant design, but above all its innovative features, technological maturity and unsurpassed quality of workmanship, which is typical of leading Swiss watchmaking manufactures.
The story of Maurice Lacroix begins much earlier than the year of its foundation. It was originally established as part of the much older Desco von Schulthess Company, founded in 1889 in Zurich. This company was originally involved in the distribution of silk and other luxury goods from Asia, but in the 1960s it made the crucial decision to set up a dedicated assembly plant in the heart of Switzerland's Jura Mountains - a traditional watchmaking region that is the cradle of many famous brands.
At this plant, the company initially produced watches for several prestigious brands, including such illustrious names as Heuer, Jaeger-LeCoultre and other major players in the watch industry. With years of experience, accumulated know-how and contacts in the watch industry, the successful company was ready for the next step - creating its own watch brand. This saw the light of day in 1975 and was called Maurice Lacroix.
The new watchmaker gained popularity almost immediately. Already in the 1980s, its products were in such demand that the Swiss factory had to stop producing watches from other brands and concentrate entirely on its own production. This was the first proof that Maurice Lacroix watches had found their place in the market and their popularity was soaring.
One of the most important milestones in the brand's history came in 1989, when the company bought watch case manufacturer Queloz S.A. This made Maurice Lacroix unique among luxury Swiss watch brands, as it was the only one to own a dedicated case manufacturing plant. This vertical integration allowed the brand to control quality throughout the production process and offer its customers an even higher standard.
In the 1990s, the groundbreaking Les Mécaniques line was launched, which gave the manufacturer a definitive entry into the high-end luxury watch market. This sophisticated collection, which was later renamed Maurice Lacroix Masterpiece, launched the production of watches with innovative features and complications for which the Maurice Lacroix brand is now renowned worldwide.
A pivotal moment in the brand's history was in 2001, when Maurice Lacroix took an important step towards complete independence - he began to systematically develop his own components and movements. This ambitious project culminated five years later, when the brand succeeded in creating its very first in-house movement - the ML 106 calibre, with which it equipped the popular Masterpiece chronograph .
This milestone marked the beginning of the brand's new era as a fully-fledged manufacture. Maurice Lacroix went on to develop a number of other impressive movements, among which the first fully automatic movement from 2011 stands out. These technological gems still represent the heart of the brand's most luxurious models today.
Intricate watchmaking complications introduced into Maurice Lacroix watches include moon phases, retrograde displays, chronographs or the unique memory function, which was introduced in 2008. It is fascinating to see how perfectly traditional craftsmanship is combined with the latest technology in this watch. It is this synergy, of which the brand is justly proud, that allows Maurice Lacroix to appeal to a wide target group of discerning customers.
Swiss watchmaker Maurice Lacroix offers an extraordinary variety of collections from which there is truly something for everyone. The brand's flagship is undoubtedly the Masterpiece collection, which represents the pinnacle of watchmaking artistry and technological innovation. The models in this range are true collector's gems and showcase the best that contemporary Swiss watchmaking has to offer.
The Aikon collection in particular is the most popular and is divided into several sub-lines:
Other notable collections include the elegant Pontos, the minimalist Eliros and the women's Fiaba line. All these collections are united by the distinctive design, premium quality and attention to detail that is typical of Maurice Lacroix.
Maurice Lacroix men's luxury watches are both serious and fashionable, winning the favour of both traditional classic watch lovers and young people following the latest trends.
What makes a Maurice Lacroix watch so special? Above all, it's the extraordinary attention to every detail. Here, the knowledge passed down by generations of experienced Swiss watchmakers is combined with state-of-the-art manufacturing processes and CNC technology.
All the components of Maurice Lacroix watches are created by experienced professionals who pay attention to even the smallest details. Watch cases are precision cut and polished, dials are decorated using traditional techniques such as guilloché or mother-of-pearl, and movements are carefully assembled and tested to meet the highest standards of precision.
This attention to perfection results in exquisite timepieces whose mechanical complexity and aesthetic refinement are the result of the brand's tireless creative drive to push the boundaries of what is possible in watchmaking.
The Maurice Lacroix Masterpiece collection represents the absolute pinnacle of the brand's range. These watches are designed for true connoisseurs and collectors who appreciate not only the luxury look, but above all technical mastery and craftsmanship.
The models in the Masterpiece range are characterised by sophisticated complications such as retrograde hands, open dials revealing fascinating internal mechanisms, or complicated calendar functions. Each piece is a celebration of watchmaking in its purest form.
It is in this collection that you will find the brand's most exclusive in-house movements, the result of years of development and testing. The Maurice Lacroix Masterpiece is a watch that never goes out of style and rather increases in value with time - making it the ideal choice for those looking for a unique piece with investment potential.
Over the course of its existence, Maurice Lacroix Swiss watches have built an excellent reputation worldwide. Today, the brand is represented in prestigious watch shops in more than 60 countries and its popularity continues to grow.
Every Maurice Lacroix watch is made with respect for the traditional values of Swiss watchmaking - precision, reliability and timeless design. At the same time, the brand is not afraid to innovate and bring new technologies and design elements that meet the needs of today's customer.
Whether you are looking for an elegant social watch, a sporty chronograph or a sophisticated model with complex functions, Maurice Lacroix will offer you a piece that will not only meet your expectations, but exceed them.
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