Maurice Lacroix is in a celebratory mood as it commemorates its 50-year anniversary. In what promises to be a busy year, with several new models destined for release, the brand begins by unveiling the 1975 collection, comprising automatic and quartz references. Endowed with elegant styling and sleek proportions, the 1975 collection exudes a vintage vibe while simultaneously promising enduring appeal. Clean, refined and delivering high perceived value, the 1975 collection may be new but it remains packed with familiar Maurice Lacroix characteristics.

Maurice Lacroix unveils the incredible AIKON Automatic Wotto Limited Edition! Limited to 1,000 pieces, this wearable masterpiece doesn't just shake up codes, it blows them out of the water. With the ultimate fusion of urban culture, artistic en-graving, and Swiss watchmaking, this striking design marks its entry into the Ur-ban Tribe series.

Over the years, Maurice Lacroix has learnt that being attentive to customer needs is critical to success. When it discovered how popular a former model of the 90s was, it reimagined it, subsequently releasing the urban-style AIKON, a watch that proved a box-office sensation. Now, having once again listened to market feedback, the Swiss marque has released three new versions of the AIKON Automatic Skeleton, capitalising on the popularity of the monochromatic 39 mm reference first released in 2022.

Maurice Lacroix continues its enduring love story with Japan, unveiling the first-ever AIKON equipped with a manual-winding movement. Limited to just 500 exclusive pieces, this new model embodies a blend of meticulous Swiss craftsmanship and a nod to the distinguished horological appreciation found within the Japanese market.

As the end of 2024 nears, Maurice Lacroix unveils the AIKON Automatic Ceramic, a real looker, offered in two sizes and executed in two contrasting hues: black and white. The culmination of three years of research and development, these latest models deliver an unprecedented quality/price ratio, democratising ceramic watch ownership, while delivering an ultra-refined appearance.

Following the success of its participation in TimeForArt’s inaugural edition in 2022, Maurice Lacroix is pleased to announce its support, once again, for the biennial charity auction. TimeForArt and Swiss Institute promote contemporary art and artists through an array of initiatives. This year, the brand from the Franches-Montagnes has created a unique piece featuring a handcrafted bronze dial and skeletonised movement, made in collaboration with acclaimed artist Rodrigo Hernández.

Introducing the Duotone Editions, a captivating blend of silver and gold tones designed to bring a touch of elegance and urban flair to your wrist. These unique timepieces reflect the beauty of the golden hour, where warm and cool tones merge seamlessly to create a look effortlessly stylish. Whether you’re exploring the city or attending a special event, these watches marry thoughtful design with exceptional craftsmanship, elevating your look with ease.

Always attentive to market feedback, Maurice Lacroix, a brand with a reputation for delivering high perceived value, is pleased to unveil additional versions of its AIKON Automatic and AIKON Automatic Chronograph, all housed in titanium. This lightweight alloy is strong, skin-friendly, not liable to corrosion and looks effortlessly cool in an urban setting. Presented in various highly fashionable colours, these new watches are packed with an array of refinements, offer day-to-day practicality, confer peerless wearer comfort and deliver a level of excellence seldom found at this price point.