Discover here all the Maurice Lacroix recent exciting news & events!

Extraordinary times call for creative measures: this is the credo followed by the Swiss watch brand Maurice Lacroix, which will present novelties at Watches & Wonders Geneva for the first time this year.

From April 7 to 13, 2021, through its digital platforms, the prestigious Geneva watch fair will offer retailers, journalists, as well as numerous watch lovers the opportunity to discover the 2021 watch novelties through key notes, video conferences, online presentations and live chats, and to exchange ideas with the representatives of the participating brands.

Maurice Lacroix reveals a new chapter in the history of AIKON. Inspired by the urban and dynamic design of Maurice Lacroix’s flagship collection, the AIKON Master Grand Date reveals a new movement and design. With its openworked, off-centre automatic calibre featuring a large date and open balance wheel, this voluminous watchmaking creation opens up new perspectives. Embodying the excellency of Maurice Lacroix’s watchmaking expertise, the AIKON Master Grand Date pushes the limits of complications, aesthetic balance and high watchmaking even further.

Building on its relationship with Mahindra Racing, Maurice Lacroix, the racing team’s Official Timekeeper, is pleased to unveil three new versions of its AIKON model. Each of these chronographs is adorned with the racing team’s livery, encompasses urban design and delivers high perceived value.

Challenge No. 1: Run 10 km in 7 days

Join the #MLRC community coached by our favourite Swiss sprinter Sarah Atcho. Anyone can be an athlete, anyone can smash our challenges, anyone can be a winner. Get your sneakers ready and join the MLRC to win an array of prizes, including clothing, promotion codes on E-Commerce and even an AIKON Chronograph 44mm. 

Starting today, March 29!

ELIROS – 25TH ANNIVERSARY

Maurice Lacroix has often used its ELIROS collection to present new ideas. Since 1996 the collection has been at the forefront of fashion, embracing new trends and encompassing bright colours. Today, Maurice Lacroix is adding four new models as fresh as they are colourful to its current collection.

Maurice Lacroix is proud to welcome the talented dancers Dakota and Nadia to the ML Crew. Having won numerous competitions thanks to their avant-garde urban style, the duo effortlessly combines harmonious and precise movements. Maurice Lacroix is already looking forward to joining them in their future performances.

Maurice Lacroix is pleased to unveil the AIKON Quartz Chronograph, a special edition Vikings watch designed in collaboration with ML Crew members and professional beach volleyball players Anders Mol and Christian Sørum.

Maurice Lacroix is proud to welcome the sprinter Hannah Lucy Williams to the ML Crew, a group of talented individuals from around the world. Hannah Lucy, British 200m
Champion, combines her mental focus and lightning speed to secure podium glory.

Ready for yet another exciting digital launch? Follow us on the Maurice Lacroix youtube channel to discover our fresh and colorful new digital launch on March 18th at 10:00 CET! This virtual launch will include interviews from Stéphane Waser, Managing Director, and Thiébaut Bentz, International Product & Marketing Director, a product unveiling with a special artistic performance and some surprise guest appearances  from our Maurice Lacroix Crew!