Maurice Lacroix: Celebrating 50 Years of Watchmaking Excellence 

In the illustrious realm of Swiss watchmaking, Maurice Lacroix stands as a paragon of innovation, precision, and refined aesthetics. As this distinguished maison commemorates its 50th anniversary, let us journey through time to explore the remarkable evolution of this esteemed brand.

The Genesis Of A Horological Legacy

In 1989, the brand acquired the production facility of Queloz S.A., a company known for its superior case-making; Image Courtesy: Maurice Lacroix.

Maurice Lacroix, established in 1975, swiftly ascended into the realm of luxury by crafting exceptional timepieces. From a humble beginning, the brand has strictly adhered to the tenets of exquisite traditional craftsmanship but has also taken the lead on technological integration with traditionally defined themes. In 1989, the brand acquired the production facility of Queloz S.A., a company known for its superior case-making. This acquisition enhanced the brand’s ability to design and produce superior watch cases in-house.

Maurice Lacroix journey as a distinguished innovator began in 2006 when it produced its first manufactured movement, the ML106.; Image Courtesy: Maurice Lacroix.

Over the following decades, Maurice Lacroix has proven to be a distinguished innovator. Its landmark journey began in 2006 when it produced its first manufactured movement, the ML106. This signified a remarkable milestone, demonstrating the brand’s commitment to horological progress while reaffirming its created tradition of excellence in Swiss craftsmanship. 

The brand has established notable partnerships in recent years, collaborating with FC Barcelona as their official watch partner in 2014.

The brand has established notable partnerships in recent years, collaborating with FC Barcelona as their official watch partner in 2014 and joining forces with Mahindra Racing in 2020 to become their official timekeeper. These collaborations have majorly increased the brand’s visibility and commitment to performance and style.

Maurice Lacroix joined forces with Mahindra Racing in 2020 to become their official timekeeper.

Marking its golden jubilee year in 2025, Maurice Lacroix unveiled the latest creation from its acclaimed AIKON collection at an exclusive soirée in Chiang Mai, Thailand, in January 2025. This new masterpiece, the AIKON Skeleton, showcases a finely skeletonised dial paired with an optimised automatic movement, offered in 39mm and 42mm dimensions.

Marking its golden jubilee year in 2025, Maurice Lacroix unveiled the latest creation from its acclaimed AIKON collection at an exclusive soirée in Chiang Mai, Thailand, in January 2025: Image Courtesy: Bangkok Post and Maurice Lacroix.

Maurice Lacroix Watch Collections At A Glance

Fifty years of innovation and refinement invite us to reflect on the collections that have defined this illustrious journey. Presented below are the current Maurice Lacroix collections that have set trends and captured the admiration of enthusiasts around the globe.

Masterpiece Collection

The Masterpiece collection undoubtedly represents sophisticated creations that make their presence known via their complications and masterfully skeletonised dials.

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The Masterpiece collection undoubtedly represents sophisticated creations that make their presence known via their complications, masterfully skeletonised dials, and meticulous attention to every detail. The eminent collection features a unique balance between engineered precision and aesthetic pleasure. The models in this collection collectively have distinctive dial configurations, from geometric square wheels to intertwining hearts for small seconds at nine o’clock for romantic symbolism, telling a visual story of mechanical artistry and technical innovation. The collection also includes retrograde displays like the Triple Retrograde, featuring three retrograde indicators (date, day, and power reserve) that dramatically snap back to their starting positions after completing their arcs.

The collection also includes retrograde displays like the Triple Retrograde featuring three retrograde indicators.

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AIKON Collection

Launched in 2016, Maurice Lacroix\'s AIKON collection represents a contemporary reimagining of their iconic 1980s Calypso model.

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Launched in 2016, Maurice Lacroix’s AIKON collection represents a contemporary reimagining of their iconic 1980s Calypso model. The collection finds itself in a delicate marriage of contemporary design and authentic Swiss craftsmanship. The distinctive strong visual identity of the timepieces in this collection centres around its integrated case design, featuring a bezel with six prominent claws. The collection’s urban, sporty aesthetic is reinforced through practical features like the innovative Easy Strap Exchange system, allowing wearers to transform their AIKON’s appearance without tools in seconds. Water resistance ratings of 200 metres across most models ensure genuine versatility beyond mere styling. 

Pontos Collection

With a more understated aesthetic, Pontos watches balance elegance and utility, featuring a mix of three-hand models, chronographs, and GMTs.

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The PONTOS collection represents Maurice Lacroix’s versatile alternative to their bold AIKON range, offering more subtle yet technically accomplished timepieces. With a more understated aesthetic, Pontos watches balance elegance and utility, featuring a mix of three-hand models, chronographs, and GMTs. The collection includes dressier options with clean dials and day-date displays, alongside sportier models such as divers and chronographs with increased robustness. Subtle design elements, including a blend of polished and brushed finishes, ensure versatility for both formal and casual settings. 

Eliros Collection

Eliros collection is known for its slim profile, clean aesthetics, and balanced proportions.

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Eliros collection is known for its slim profile, clean aesthetics, and balanced proportions. The collection focuses on understated elegance and simplicity and features slender indices or Roman numerals. The timepieces under Elrios are graced by incorporating more refined complications, such as elegant date displays and chronograph functions while preserving all the aesthetic charm of the classic model. Technical highlights include precision quartz movements that ensure reliable timekeeping without sacrificing the collection’s slim proportions and appeal to those who appreciate classical versatility.

Fiaba Collection

Defined by its graceful rounded cases, and pastel-coloured or mother-of-pearl dials, the Fiaba collection embodies an organic, sensual silhouette; Image Courtesy: Maurice Lacroix.

Maurice Lacroix introduced the Fiaba collection as a dedicated expression of feminine elegance. Defined by its graceful rounded cases, and pastel-coloured or mother-of-pearl dials, the collection embodies an organic, sensual silhouette. Select models feature practical moon phase complications that maintain the collection’s refined proportions. The integrated steel bracelet designs demonstrate the brand’s attention to ergonomic comfort. 

Maurice Lacroix And #tide Leading Sustainable Watchmaking

Maurice Lacroix has demonstrated a profound commitment to environmental responsibility through their #tide initiative; Image Courtesy: Maurice Lacroix.

Maurice Lacroix has demonstrated a profound commitment to environmental responsibility through their #tide initiative. Launched in 2022, this program transforms ocean-bound plastic waste into high-quality timepieces and packaging. The brand’s partnership with #tide has already recovered over 7 million plastic bottles from Thai waters in just 18 months, far exceeding their initial timeline. Beyond watchmaking, Maurice Lacroix funds crucial infrastructure, including boats and warehouses, supports educational programs in local schools and creates sustainable livelihoods for approximately 80 people involved in plastic collection. This comprehensive approach to sustainability showcases how luxury watchmaking can embrace environmental stewardship without compromising on quality or design, setting a new standard in the industry for responsible manufacturing practices.

Looking Towards The Future

Maurice Lacroix’s golden jubilee is not only the celebration of fifty years of extraordinary watchmaking but also of innovation, accuracy, and artistry. As we honour this momentous occasion, the brand has hinted it will present several wondrous timepieces to acknowledge the significant milestone. These celebratory watches promise to encapsulate the very essence of Maurice Lacroix watches while pointing toward an exciting future.

Maurice Lacroix\'s golden jubilee is not only the celebration of fifty years of extraordinary watchmaking but also of innovation, accuracy, and artistry.