The name Maurice Lacroix stands for decades of experience in the production of high-quality watches. With complex manufacture movements, outstanding innovation and distinctive design, Maurice Lacroix enriches the world of exclusive timepieces.
Maurice Lacroix has set itself a clear objective: creating extraordinary timepieces through consistent preservation of the long tradition of the Swiss watchmaking art and meeting its high standards as well as through its own, innovative complications and movement developments, contemporary design and a heightened passion for detail, perfection and quality. With this commitment, the brand has, since the middle of the 1980s, made an essential, indispensable contribution to the renaissance of the mechanical timepiece.
Since the early 1990s, Maurice Lacroix has been focusing its efforts on developing attractive additional functions with lavish, surprising mechanisms. Important milestones for the brand history include the year 2003 and its Masterpiece Double Rétrograde, with a highly complex mechanism for this model’s retrograde indications developed entirely in-house, and the conceptual design of a ¾-bridge used for the first time for the Masterpiece Lune Rétrograde in 2005. Its high quality manufacture movements and the production of complex components for mechanical calibres in its own workshops at Montfaucon, near Saignelégier, propelled Maurice Lacroix into the rank of an exclusive Swiss manufacture brand in 2006.
Today, Maurice Lacroix can look back on a remarkable series of innovative developments and is able to demonstrate outstanding expertise especially in the area of chronographs as well as retrograde displays and moon phase indications. This is instantiated not least by the ML 106 manufacture movement, an exclusive chronograph calibre, but above all by the Mémoire 1: With the Memory function, which found its initial application in this strictly limited chronograph, Maurice Lacroix has, in the year 2008, officially presented an entirely new Grande Complication.
The Maurice Lacroix research and development department and workshops in Saignelégier are among the industry’s most modern. Here, all factors critical to the successful production of excellent watches converge: creativity, watchmaking expertise, skilled craftsmanship, industrial know-how, technological capabilities, and, not least, a pronounced sense of quality. Some 90,000 timepieces leave the workshops in Saignelégier every year, finding their way to demanding customers all over the world.
Headquartered at Saignelégier in Switzerland’s Jura Mountains, Maurice Lacroix has subsidiaries in Germany, Great Britain, and the United States, and has its own watch ateliers, manufacture workshops, and a case fabrication plant. Maurice Lacroix timepieces are available at about 3,300 selected retail shops in over 70 countries.
Creative Contribution to the World of Mechanical Timepieces
The experience, expertise and proficiency of designers, engineers, constructors and watchmakers were gathered together under the name of “L’Atelier de Maurice Lacroix”. This new creative cell is where revolutionary ideas for movements and complications, which are setting new benchmarks in the history of the brand and of mechanical timekeeping, are born. Maurice Lacroix will incorporate the innovations garnered from this watchmaking art into its successful collections. The first result to emerge from the Atelier’s creative efforts is the Mémoire 1, which Maurice Lacroix presented at Baselworld 2008. In this strictly limited chronograph, a new Grande Complication, entirely developed by Maurice Lacroix, is used: The first memory function in a mechanical watch.
Overview of Maurice Lacroix Collections
- L’Atelier de Maurice Lacroix: This creative cell for Research & Development – a coming together of designers, engineers, constructors and watchmakers – is where revolutionary ideas are born to enrich the world of mechanical timekeeping. In 2008, Maurice Lacroix officially presented with the Mémoire 1 the first mechanical watch with a memory function – an entirely new Grande Complication.
- Masterpiece Collection: Using high quality manufacture movements, technical innovations and novel design features, Maurice Lacroix plays with its Masterpiece models an active part in shaping the development in the field of sophisticated mechanical watches.
- Pontos: The timeless, purist design of the Pontos and its mechanical inner works of the highest quality attract buyers with a flair for the refined. Connoisseurs and globetrotters are fascinated most of all by the Pontos Décentrique GMT, all of whose functions are arranged decentrally.
- Starside: Starside is the new collection for women. A line that lends its mystery to the sophistication of a mechanical movement. The spectacle of time takes on its most sparkling finery, reconciling the spirit of a traditional manufacture and a contemporary vision of watchmaking.
- Divina: The soft, feminine, and yet unmistakable shape of this fine watch underscores the goddess in every woman. The Divina limited Special Editions bring together Swiss watchmaking precision with the highest degree of the jeweller’s art in their most beautiful implementation.
- Miros: The watch models in the Miros collection stand out with their independent, sporty, and timeless aesthetics.
- Les Classiques: These exciting models that have enjoyed years of success entrance wearers through their clean elegance and timeless beauty and offer all of the distinct qualities of a classic wristwatch.
- Ikon: Introduced in 2016, this watch collection takes inspiration from the Calypso watches of 1960s.
- 1961: Establishment of assembly workshop in Saignelégier by the parent company Desco von Schulthess Holding AG. Production for various customer brands (Private Label).
- 1975: Launch of first Maurice Lacroix model in Austria.
- 1976: Maurice Lacroix is introduced to the Spanish market.
- 1980: Establishment of own distribution company in Germany.
- 1980/81: Maurice Lacroix is launched in Australia.
- 1983–87: Expansion of international distribution network (Switzerland: 1983, Netherlands: 1986, Great Britain: 1987).
- 1989: Purchase of own case factory in Saignelégier. Ongoing investments have made this production site one of the most modern facilities of the industry today.
- 1989/90: The distribution network in the Far East and in the South Pacific region is reorganized and completed (Japan, Hong Kong, Singapore, Malaysia, and Thailand). Launch in Saudi Arabia. Beginning of brand build-up in the Near and Middle East.
- 1994/95: Several millions of Swiss francs are invested in modernizing and extending the assembly facility in Saignelégier.
- 1995: Opening of Maurice Lacroix USA.
- 1999: Expansion and renovation of the case factory in Saignelégier. This results in increased production capacity, allowing the company to cover the higher demand worldwide and guarantee enhanced quality.
- 2001: From October 1, Maurice Lacroix S.A., previously a division of Desco von Schulthess Holding AG, becomes an independent legal entity. The assembly workshop is further expanded with the help of substantial investments.
- 2002: Maurice Lacroix founds a subsidiary in Great Britain.
- 2006: Thanks to the first manufacture movement and the own production of complex movement components, Maurice Lacroix has taken the last step toward becoming an exclusive Manufacture brand.
- 2007: Maurice Lacroix Manufacture Movement,the exclusive ML 106 chronograph calibre in the Masterpiece Le Chronographe, has been awarded the Goldene Unruh 2007 technology prize.The Pontos Décentrique GMT from Maurice Lacroix has been awarded the “red dot: best of the best” award for outstanding and particularly innovative design.
- 2008: Maurice Lacroix launches with its Mémoire 1 the first mechanical watch with memory – an entirely new Grande Complication.
- 2009: “Masterpiece Squelette” watch wins red dot design award.
- 2011: DKSH, the leading Market Expansion Services provider with a focus on Asia, acquires a controlling stake in Maurice Lacroix Group.
- 2016: Launches the Ikon as a tribute to the iconic Calypso watch.
Official website: http://www.mauricelacroix.com