6 September 2023


Success expressed in a sustainable form

Building on its partnership with Queen & King of the Court (QKOTC), Maurice Lacroix unites its urban-themed design language with the dynamic sport of Beach volleyball and #tide sustainability, all distilled into one groundbreaking package.

Maurice Lacroix became the Official Timekeeper of Queen & King of the Court in 2021. QKOTC holds Beach Volleyball tournaments around the globe, bringing beach excitement to some of the world’s most prominent cities. This highly accessible sporting format invites spectators to almost come within touching distance of the adrenaline-packed action, courtesy of sky boxes arranged around the perimeter of the court. These modern-day coliseums see the world’s finest male and female Beach volleyball teams do battle in the pursuit of podium glory.

In 2021, Maurice Lacroix announced another innovative initiative, the inaugural AIKON #tide. The urban-themed watch is made from ocean-bound upcycled plastic. It takes 17 bottles to make one AIKON #tide and its user-friendly packaging, which means 17 fewer bottles polluting the ocean. The AIKON #tide shares the same attributes as other members of the AIKON family, namely Swiss quality, precision, notable wearer comfort and, consistent with all Maurice Lacroix models, high perceived value. By recovering plastic bottles from the ocean, Maurice Lacroix has contributed to making the World a cleaner, better place for everyone.

The new AIKON #tide QKOTC is dressed in a stealthy shade of black and incorporates golden accents, a stylish combination inspired by the QKOTC colour scheme. Close examination of the dial reveals a motif comprising numerous iterations of the QKOTC crown-themed emblem. The hour and minute hands, as well as the indexes, are dressed in white Super-LumiNova®. A minute track is presented on a golden flange encircling the dial while the prevailing date is shown at 3 o’clock. The case and bezel are understated, designed to play a deferential role to the detailed dial area headlining on the centre court. The black rubber strap sports a golden Maurice Lacroix ‘M’ logo and the watch is equipped with the company’s Easy Strap Exchange system, providing a simple means of switching one strap for another without the need for tools.

Wilco Nijland CEO & Founder Queen & King of the Court added “Our partnership with Maurice Lacroix felt from the beginning way more than just a collaboration. It feels like we are part of the ML family and that we are one team. When I saw the first Queen & King of the Court watch Maurice Lacroix created for us: it was such a special feeling to see this watch: great pure mix of both brands in a jewel. With the introduction of the second QKOTC watch, we add such a beautiful watch to the ‘collection’. A watch with a true story behind it. Made from plastic from the ocean and created for beach volleyball lovers.”


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