MAURICE LACROIX RELEASES NEW VERSIONS OF THE AIKON, DELIVERING UNPRECEDENTED CHOICE
Ever since Maurice Lacroix unveiled its inaugural AIKON models in 2016, it has never stopped listening to its customers, conceiving fresh ideas and unveiling new versions of this iconic watch. Today’s AIKON collection is extensive, encompassing different colours, complications and sizes. Nevertheless, as any sports professional will attest, the secret of success is to never give up, a trait that resonates with Maurice Lacroix. Quite simply, this progressive Swiss firm never stops.
MAURICE LACROIX WILL ALSO BE ONE OF THE EXHIBITORS FOR 2021
After a successful start in 2020, Maurice Lacroix will once again be presenting various innovations in the world’s watchmaking capital in 2021. Around 20 exclusive exhibitors come together to represent the art of watchmaking in various hotels, manufactures and boutiques as part of the Geneva Watch Days at the end of August/beginning of September. The initiative was launched in 2020 by a group of luxury watch brands.
The Maurice Lacroix AIKON brims with urban style, making the latest ML Crew member, Simon Noguiera, a perfect match for the brand. Simon, a freerunning specialist, wholeheartedly embraces the urban landscape and can be frequently seen hanging from a tall building, secured merely by the tips of his fingers. He is also the proud owner of the new AIKON Urban Tribe, the ideal companion when partaking in such daring pursuits.
Maurice Lacroix continues to conquer cities by combining the precision of its watches with the legendary image of the marathon in Rome, which will take place on September 19th.
More than 10,000 runners will race through the streets of Rome with more than 1.2 million supporters cheering them on. The ACEA Run Rome The Marathon is by far the most popular in Italy, ahead of Florence and Milan. “ACEA Run Rome The Marathon” (under its official name) is an extremely inspiring event where the athletes race through the city, passing its historic monuments, each more impressive than the last: the Baths of Caracalla, the Basilica of Saint Paul Outside the Walls and even the Piazza di Spagna… What could be more motivating for an athlete than to run through a picturesque location representing more than 2,000 years of history? Additionally, the competition has been able to renew itself. From this year, the event adopts a new name as well as a redesigned visual identity. More modern, focused on connectivity and offering new activities allowing both beginners and more experienced competitors to take part, the ACEA Run Rome The Marathon is a definitively innovative race with an international outlook.
URBAN, ACCESSIBLE AND DRIVEN – A SHARED OUTLOOK Maurice Lacroix is pleased to announce it is the Official Timekeeper of the King of the Court Crown Series, a series of Beach Volleyball tournaments played in different cities around the globe. Beyond the convenience of holding events in urban locations, KOTC has shown it shares many values with the Swiss watch brand.
Only Watch, the biennial charity auction of one-off luxury watches, has become a popular platform for those participating brands wishing to give something back to society. Since 2005, this altruistic face of commerce has seen the watch firms collectively raise funds for research into Duchenne Muscular Dystrophy. Maurice Lacroix, the urban brand from the Swiss Jura, has been a longstanding supporter of Only Watch, donating unique pieces for over a decade.
Maurice Lacroix is pleased to welcome Spanish badminton player, Carolina Marín to the ML Crew. Carolina, a multiple world champion and Olympic gold medalist, joins a group of talented individuals from around the globe who share an affinity with the Maurice Lacroix brand.
Maurice Lacroix is pleased to welcome German professional tennis player, Daniel Altmaier to the ML Crew. Having reached the final 16 in last year’s French Open, his first Grand Slam event, Daniel now craves more success. He recently joined Maurice Lacroix’s team of talented individuals from around the globe who all share an affinity with the brand.