In March 2022, Maurice Lacroix announced a groundbreaking initiative - making watches and associated packaging using ocean-bound upcycled plastic. Working in collaboration with #tide, a specialist company operating in this field, Maurice Lacroix committed to recovering 10 million bottles over a 3-year period; however, after just 1½ years, over 7 million bottles have already been gathered from the seas, on islands and along the coastlines of surrounding various islands in Thailand. Now, the watch brand from the Franches Montagnes explains what it has done to date and reaffirms its commitment for the future.

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

Once again, Maurice Lacroix embraces the urban landscape and takes inspiration from those tall architectural buildings that endow a city with its unique skyline. Made from a variety of materials, beam-type structures confer strength while at the same time inviting light to bathe interior spaces. A couple of years ago, the brand from the Franches Montagnes, released the AIKON Urban Tribe, a model that swiftly sold out. Now, Maurice Lacroix is pleased to unveil another daring creation, subscribing to the Urban Tribe design, but presented in skeleton form.

The AIKON Automatic Limited Summer Edition swaps city life for vacation vibes while still remaining true to the classical model’s urban-themed design language. Available in three sizes and offered in various summery dial options with matching rubber straps, Maurice Lacroix tempts stylish individuals to sport a new look at the beach this year.

A celebration of colour, transparency and mechanical prowess Only Watch, the biennial auction of one-off luxury watches, returns in 2023 and promises to be bigger and better than ever. Maurice Lacroix has been a longtime supporter of the charity and returns this year with a remarkable creation housed in a sapphire crystal case. The model encompasses an eye-popping array of hues and features a hand-wound Manufacture movement.