Brand - Values

We all have our own definition of what success is. At Maurice Lacroix, we believe that it is defined by more than just our achievements. What matters is the path we take to reach our goals. There are no shortcuts; failures are just stepping stones. Success demands a heady mix of courage, hard work and having convictions in our own ideas. It is about learning to trust our instincts and being willing to try new things.

We persistently embrace the concept of timeless yet iconic, approachable Swiss-made watches. For nearly half a century, our creations have consistently been regarded as masterpieces and therefore manufactured in our own state-of-the-art workshops in Saignelégier, in the Swiss Jura mountains. Here, our high-perceived value pieces are enriched with a wealth of watchmaking expertise, technological prowess, and a commitment to uncompromising quality. By championing Swiss craftsmanship and upholding the utmost standards throughout every facet, this journey remains, above all, a profoundly human endeavour.