MAURICE LACROIX 70s, MANUAL WIND

Maurice Lacroix is a Swiss watchmaking brand that, although relatively young compared to other traditional houses, has managed to establish itself as a respected name in the world of luxury watchmaking. Founded in 1975, the brand has built its reputation on the basis of innovation, elegant design, and high-quality Swiss craftsmanship. Over the decades, Maurice Lacroix has demonstrated that it is possible to combine tradition and modernity to create watches that captivate watch enthusiasts.

The beginnings: from distributor to manufacturer

Although Maurice Lacroix was founded in 1975, its roots date back to the 1960s when the company Desco von Schulthess, based in Zurich, began distributing watches from other brands. It was in 1975 when they decided to launch their own line of watches under the name Maurice Lacroix, with the aim of creating pieces that reflected Swiss watchmaking excellence. From the start, the brand focused on offering watches with sophisticated designs and high-precision movements.

The leap to in-house manufacturing

One of the most important moments in the history of Maurice Lacroix came in the 1990s when the brand decided to transition from being a company that used standard movements to becoming a manufacturer of their own movements. This change marked a milestone in their evolution, as it allowed them to demonstrate their ability to create mechanical complications and exclusive designs. In 2006, they introduced their first in-house calibre, the ML 106, which was a testament to their commitment to innovation and craftsmanship.

Design and iconic collections

Maurice Lacroix is known for its elegant and contemporary designs, combining clean lines with sophisticated details. One of its most iconic collections is the Masterpiece, which includes watches with mechanical complications such as chronographs, tourbillons, and perpetual calendars. Another standout line is the Aikon, which has gained popularity for its urban and versatile style, becoming a favorite among modern watch enthusiasts.

Innovation and recognition

Throughout the years, Maurice Lacroix has been recognized for its ability to innovate. In 2008, they launched the Pontos Décentrique Phases de Lune, a watch that combined an off-centered moon phase indicator with a cutting-edge design. These types of innovations have established the brand as a reference in contemporary watchmaking. Furthermore, their commitment to quality and design has been rewarded with numerous international awards and recognitions.

Legacy and future

Today, Maurice Lacroix is a brand that represents accessible luxury within the world of Swiss watchmaking. Although it does not have centuries of history like other brands, it has managed to build a strong legacy based on innovation, design, and craftsmanship. With collections ranging from classic watches to sports and urban pieces, Maurice Lacroix continues to captivate a diverse and demanding audience.

For watch enthusiasts, Maurice Lacroix is a brand that demonstrates that tradition and modernity can coexist, creating timepieces that not only mark time but also tell a story of passion and dedication.

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