Brand history & the origin
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 and know-how in this industry. Founded in 1889 in Zürich, the company was, since 1946, the precious link between wellknown Swiss watch brands and the rest of the world, especially the Far East.
In the early 1960s, the parent company of Maurice Lacroix purchased a watch assembly factory in Saignelégier. Here, in the heart of the Swiss Jura mountains, high-quality timepieces were produced for several name brands of watches, which carried their 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, Maurice Lacroix.
Since then, Maurice Lacroix's journey is marked by important milestones.