Maurice Lacroix is pleased to unveil the new PONTOS S Diver, a watch that’s not afraid of getting its hair wet. Revisiting the first generation model of 2013, the Jura-based brand has created a divers’ watch incorporating numerous enhancements while still retaining the spirit of the inaugural model, especially its iconic design. During the development phase, the Swiss marque turned to ML Crew member, Lidija Lijić, a world champion freediver who holds the record for staying underwater for 5 minutes and 43 seconds. Lidija inhabits a world of extremes, exploring the limits of human performance, which made her the ideal person to put the watch through its paces.
The AIKON Master Grand Date Technicolour unites the Jura-based brand’s proven blend of watchmaking know-how and urban-style with eye-popping, sun-kissed shades. Inspired by the brand’s iconic model of the 90s, the Calypso, the AIKON has proved hugely popular. The advent of this latest AIKON promises to perpetuate the success story. Available in four new dial colours, each limited to just 50 pieces, Maurice Lacroix demonstrates that even serious watches sometimes like to have fun!
In 2016, the Maurice Lacroix AIKON burst onto the watch scene, uniting urban style and Swiss precision while simultaneously delivering high perceived value. Appealing to both Millennials and members of Gen Z, the urban-inspired watch has proved to be a remarkable success. Nevertheless, the forward-looking watch brand never rests on its laurels, continuously seeking to deliver more. Therefore, for 2023, Maurice Lacroix is pleased to unveil a new, updated AIKON Quartz, comprising four new 35mm models as well as a bi-colour watch housed in a 40mm case.
The PONTOS Day Date has been updated and now benefits from several subtle enhancements. Consistent with Maurice Lacroix’s unrelenting pursuit of continuous improvement, the latest PONTOS Day Date is not only better, it now comes in new packaging made of #tide Ocean Material®, helping to make the seas that little bit cleaner. Moreover, each watch, whether worn on a strap or bracelet, upholds the brand’s reputation for delivering high perceived value.
Throughout its history, Maurice Lacroix has never rested on its laurels, continuously striving to improve its products while at the same time creating watches imbued with high perceived value. In this instance, the Jura-based brand has revisited its highly popular model, the PONTOS Chronograph 43mm, releasing four new references. Sunbrushed dials, presented in a choice of black or gunmetal grey, can be paired with a leather strap or 3 rows bracelet, promising both contemporary style and timeless appeal.
Maurice Lacroix continues to work closely with Mahindra Racing in 2023. Building on their common values, in particular their shared desire to make the world a little greener, the two firms are pleased to unveil the new AIKON #tide Mahindra. Dressed in the race team’s colours and made from ocean-bound upcycled plastic, this urban watch plays its part in making the world a little better for everyone.
The new AIKON Master Grand Date Black is dressed in black and white tones, skilfully playing with contrasts to deliver an eye-catching look. It harnesses the mechanical virtuosity of the Masterpiece collection while embracing the AIKON’s urban design language. The resultant watch upholds Maurice Lacroix’s reputation for delivering notable style, Swiss craftsmanship and high perceived value.
The Maurice Lacroix AIKON has proved a remarkable success. As its popularity has grown, so has the size of the collection, with the Swiss company repeatedly targeting the precise requirements of its clientele. Now, the brand from the Jura has created a new AIKON that’s perfectly at home in an urban landscape or when venturing beyond the city. Housed in a new 38mm case, this latest model is unisex, fits most wrist sizes and proves highly versatile.
Maurice Lacroix is pleased to unveil a unique watch that will be auctioned in support of Swiss Institute and TimeForArt, the first-ever benefit auction to support contemporary art and artists. Based on the watch brand’s popular AIKON model, this one-off creation unites watchmaking with a daring exemplar of avant-garde design.
Maurice Lacroix now unveils a new interpretation of its popular model, the PONTOS. Endowed with chronograph, day and date indications, sumptuous details and a scratch-resistant ceramic bezel, the PONTOS S Chronograph bridges two seemingly disparate worlds, elegance and sport, and unites them to form a cohesive design befitting any occasion.
