Maurice Lacroix

Overview

Maurice Lacroix produces Swiss-made watches positioned as accessible luxury, targeting urban wearers with emphasis on readability, careful execution, and technical features like the square wheel display.¹ The brand offers contemporary designs including sport-chic integrated bracelet models and dress-leaning lines, with movements ranging from quartz to automatic.¹²

History

Founded in 1975 in Saignelégier, Switzerland, within the Desco von Schulthess group, following the parent company's acquisition of a watch assembly factory in the Swiss Alps in 1960.¹⁴ The brand developed its own watches during the quartz crisis, introducing iconic models such as Masterpiece, Calypso, and Aikon.³⁴ It has patented over 12 unique calibers, including skeletonized chronographs and retrograde calendars, though current focus is on off-the-shelf movements.⁴ DKSH acquired a majority stake in 2011.¹

Product Lines

Manufacturing

Manufacturing is based in Saignelégier, Switzerland, with in-house case production historically and current assembly for Swiss-made timepieces.¹⁵ The brand uses a mix of off-the-shelf movements and has developed patented in-house calibers in the past.⁴

Notable Products

• Aikon #tide - Uses upcycled ocean-bound plastic for lightweight, colorful cases.
• Pontos Chronographe - Top praised model by owners for chronograph functionality and proportions.
• Masterpiece Skeleton - Features skeletonized design and technical signatures like square wheel.
• Miros - Popular model noted for beauty and owner appreciation.

Reputation

Perceived as offering solid value in the entry-level luxury segment with readable, contemporary designs suitable for daily wear.¹ Enthusiasts note strengths in innovation history with patented movements but observe current reliance on standard movements and inspired designs.⁴ Owner reviews highlight favorites like Pontos Chronographe for execution, though it lacks prestige of higher-end Swiss brands.¹