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Maurice Lacroix short story and brand values

For more than 40 years, Maurice Lacroix watches have been manufactured in the company’s own state-of the-art workshops in Saignelegier.

When Desco von Schulthess Company, an internationally operating company, launched its first watch models under the name Maurice Lacroix in 1975, it was able to draw on its long experience in this industry: The company with its long tradition, founded in 1889 in Zurich, had represented wellknown Swiss watch brands since 1946, especially in the Far East. In the early 1960s, the parent company of Maurice Lacroix purchased a business for assembling watches in Saignelegier.

Brand history & the origin

Here, in the heart of the Swiss Jura mountains, high-quality timepieces were produced for several name brands of watches, which carried the private label signatures on dial, case, and movement. Thanks to its know-how gained from decades of building high-quality watches, it was only a small step for Desco von Schulthess to create its own brand.

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Establishment of assembly workshop in Saignelegier by Desco von Schulthess Company. Production of private labels.
Desco begins watch manufacturing under brand name Maurice Lacroix. Launch of first model in Austria.
Launch of the brand in Spanish market.
Establishment of distribution company in Germany.
Launch of the brand in Australia.
Expansion of international distribution network in Europe.
Purchase of case manufacturing plant in Saignelegier.
Maurice Lacroix is launched Asian expansion (Japan, Hong Kong, Singapore, Malaysia, and Thailand).
Launch and development of Maurice Lacroix’s iconic Calypso collection. Launch in Saudi Arabia. Beginning of brand build-up in the Near and Middle East.
Launch of the 1st Masterpiece Cinq Aiguilles (collection previously called “Les Mécaniques”)
Opening of Maurice Lacroix USA.
Launch of the first Calendrier Regrograde. Expansion and renovation of the case manufacturing plant in Saignelegier. This increases production capacity and further improves quality.
As of October 1, Maurice Lacroix S.A. is an independent legal entity. The brand sets up its own workshops to produce complex components for its mechanical calibres.
Maurice Lacroix is one of the most successful newcomers among Swiss watch brands and is the established market leader in the upper medium-price segment in Germany. The brand is available in more than 45 countries worldwide.
Launch of the first Double Retrograde.
Sponsoring agreement with Roger Federer.
Launch of first in-house manufactured mechanical calibre ML-106.
Launch of Masterpiece Square Weel
DKSH raises acquires a controlling stake in the Maurice Lacroix Group.
Launch of Masterpiece Mysterious Second
Launch of Masterpiece Gravity with its silicium assortment. Official announcement of the 3-years partnership with FC Barcelona.
Rebirth of the Iconic Calypso with the Aikon.
25th anniversary of the Masterpiece collection.
Maurice Lacroix Brand values
Over the centuries, to the credit of the innovative spirit and perfectionism of its watchmakers, Switzerland has earned a one-of-a-kind reputation. Maurice Lacroix is committed to uphold this tradition and high standard of watchmaking craftsmanship. For more than 40 years, Maurice Lacroix watches have been manufactured in the company's own state-of the-art workshops in Saignelegier. Here, all factors critical to the successful production of excellent watches with high perceived value converge: watchmaking know-how, skilled craftsmanship, industrial espertise, technological capability, and, not least, a pronounced sense of quality.
The company has won over a dozen major awards for its watches over the years, with industry panels recognizing its design, ingenious creativity and craftsmanship. It continues to grow, based on a winning formula of quality, reliability, ingenuity and determination, expressed through fresher designs backed by patented technologies. The company relentlessly seeks to deliver a new perspective on time to reward and accompany consumers in their quest of success. It is this “Success is journey, not a destination” which is at the heart of the brand's culture.