Swiss watchmaking has long been synonymous with precision, innovation and timeless craftsmanship. While many of the world's oldest watch manufacturers trace their origins back more than a century, relatively younger brands have also earned international recognition by challenging convention and embracing contemporary design. Few brands embody this modern spirit better than Maurice Lacroix.
Today, Maurice Lacroix has established itself as one of Switzerland's most respected luxury watch manufacturers, combining traditional Swiss craftsmanship with bold, urban-inspired styling that appeals to both seasoned collectors and first-time luxury watch buyers. From the iconic Aikon collection to the technically impressive Masterpiece series, Maurice Lacroix demonstrates that exceptional watchmaking can remain innovative, accessible and unmistakably distinctive.
At Clarindon Jewellers, we are proud to be an Official UK Retailer of Maurice Lacroix Watches, offering the latest collections backed by the official manufacturer warranty, expert advice and dedicated aftercare.
Whether you are searching for your first Swiss luxury watch or expanding an established collection, this guide explores everything you need to know about Maurice Lacroix, its history, collections and why it continues to earn the respect of enthusiasts around the world.
The Story of Maurice Lacroix
Maurice Lacroix may be considered relatively young compared with some of Switzerland's oldest watchmakers, but its rise has been nothing short of remarkable.
The company was founded in 1975 as part of the Zurich-based Desco von Schulthess Group, a business with decades of experience distributing luxury watches across international markets. Having spent many years representing prestigious Swiss manufacturers, Desco possessed an exceptional understanding of what collectors valued in a luxury timepiece.
Rather than simply continuing as a distributor, the company recognised an opportunity to create a watch brand of its own—one that combined traditional Swiss craftsmanship with a fresh, contemporary design philosophy.
Production was established in Saignelégier, in the heart of the Swiss Jura Mountains, one of the world's most important centres of mechanical watchmaking.
From the outset, Maurice Lacroix focused on producing Swiss-made watches that delivered exceptional quality, refined finishing and outstanding value within the luxury market.
Unlike brands that relied heavily on historical marketing narratives, Maurice Lacroix quickly built its reputation through product quality, technical innovation and meticulous attention to detail.
This approach continues to define the brand today.
Swiss Watchmaking at Its Finest
Every Maurice Lacroix watch proudly carries the Swiss Made designation.
This is far more than a statement of origin.
Swiss Made certification represents strict manufacturing standards covering movement production, assembly, inspection and quality control. It remains one of the strongest indicators of authenticity and craftsmanship within the global watch industry.
For Maurice Lacroix, Swiss Made also reflects a philosophy.
Every case, dial, bracelet and movement is developed with the same attention to detail expected from far older and significantly more expensive manufacturers.
The result is a collection of luxury watches that combine exceptional reliability with contemporary aesthetics and remarkable finishing.
From beautifully brushed cases and polished bevels to textured dials and intricate movement decoration, Maurice Lacroix consistently demonstrates craftsmanship that exceeds expectations for its price point.
A Modern Luxury Watch Brand
Unlike many heritage manufacturers whose identities remain rooted firmly in the past, Maurice Lacroix embraces modern luxury.
Its watches are designed to complement contemporary lifestyles while respecting traditional Swiss watchmaking principles.
Clean architectural lines.
Integrated bracelet designs.
Innovative case construction.
Mechanical excellence.
Outstanding wearability.
This combination has helped Maurice Lacroix develop a unique identity that appeals equally to experienced collectors, younger professionals and design-conscious enthusiasts seeking something different from more mainstream luxury brands.
Perhaps no collection illustrates this philosophy more successfully than the Aikon.
The Maurice Lacroix Aikon: The Watch That Changed Everything
No modern Maurice Lacroix collection has had a greater impact than the Aikon.
Recognised instantly by its bold bezel, integrated bracelet and confident urban design, the Aikon has become the defining watch of contemporary Maurice Lacroix. It successfully combines Swiss craftsmanship with a modern sports-luxury aesthetic, offering collectors a distinctive alternative to more traditional Swiss watch designs.
The Aikon is not simply popular because it looks good. It works because it captures what many watch enthusiasts want today: strong design, everyday durability, excellent finishing and a clear identity.
From Calypso to Aikon
The Aikon story can be traced back to the Maurice Lacroix Calypso, a collection first introduced in the 1990s. The Calypso became known for its distinctive case shape, integrated bracelet and six-arm bezel design.
When Maurice Lacroix reimagined this concept for a new generation, the result was the Aikon.
Rather than creating a direct copy of the past, the brand modernised the proportions, improved the finishing and refined the bracelet architecture to create a watch that feels completely relevant today.
Why the Aikon Is So Popular
The Aikon has become one of the most admired integrated bracelet watches in its price category because it delivers genuine luxury presence without feeling generic.
The case is angular yet wearable. The bracelet flows naturally from the case. The dial textures add depth and character. The finishing combines brushed and polished surfaces in a way that gives the watch far more visual impact than many competitors at similar prices.
Available in quartz, automatic, chronograph, skeleton and limited-edition variations, the Aikon collection now offers something for almost every type of buyer.
Aikon Automatic
The Maurice Lacroix Aikon Automatic is arguably the purest expression of the collection.
It combines the signature integrated bracelet design with a Swiss automatic movement, making it an excellent choice for buyers looking for a modern mechanical luxury watch with strong everyday appeal.
The Aikon Automatic is available in a wide range of dial colours, case sizes and bracelet or strap combinations, allowing customers to choose a model that suits their personal style.
Aikon Quartz
For those who prefer convenience and accuracy, the Aikon Quartz offers the same strong design language with low-maintenance everyday performance.
It is ideal for buyers who appreciate the look and finishing of the Aikon but prefer the simplicity of a quartz movement.
Aikon Chronograph
The Aikon Chronograph adds sporting functionality to the collection.
With sub-dials, bold case proportions and a more technical appearance, it appeals to those who want a stronger wrist presence and practical stopwatch functionality.
Aikon Skeleton
The Aikon Skeleton demonstrates Maurice Lacroix’s more technical side.
By opening the dial and exposing the movement architecture beneath, the watch transforms the Aikon from a contemporary sports watch into a more dramatic expression of mechanical watchmaking.
It is one of the most visually striking models within the Maurice Lacroix collection.
Maurice Lacroix Pontos
While the Aikon has become the brand’s modern icon, the Pontos collection shows a more refined and versatile side of Maurice Lacroix.
Pontos watches are designed for those who appreciate contemporary Swiss watchmaking but prefer a slightly more traditional case shape. The collection includes elegant automatic watches, chronographs and sporty everyday models with clean dials and excellent finishing.
The Pontos range is particularly appealing to buyers looking for a luxury watch that can move effortlessly between business, travel and casual wear.
Maurice Lacroix Masterpiece
The Masterpiece collection represents the technical heart of Maurice Lacroix.
This is where the brand demonstrates its most ambitious watchmaking, often incorporating manufacture movements, skeletonised architecture, retrograde displays and distinctive mechanical complications.
The Masterpiece collection appeals to collectors who want something more horologically expressive. These watches showcase the creativity and technical capability that helped Maurice Lacroix earn respect far beyond its age as a brand.
Maurice Lacroix Fiaba
The Fiaba collection offers a more elegant and jewellery-inspired interpretation of Maurice Lacroix design.
With refined proportions, graceful case shapes and feminine detailing, Fiaba watches are designed for those seeking a Swiss-made luxury watch with softness, elegance and everyday wearability.
Diamond-set bezels, mother-of-pearl dials and polished bracelets are often found within the collection, making Fiaba a strong choice for special gifts and milestone occasions.
Maurice Lacroix Eliros
The Eliros collection brings a more classic and minimalist feel to the range.
These watches are clean, refined and highly wearable, making them ideal for customers seeking understated Swiss elegance. Slim profiles, simple dial layouts and traditional styling make Eliros an excellent choice for formal wear, business use or everyday sophistication.
Maurice Lacroix 1975 Collection
The 1975 Collection pays tribute to the year Maurice Lacroix was founded.
It reflects the brand’s heritage through clean, elegant and timeless design, while maintaining the modern finishing and reliability expected from contemporary Swiss watchmaking.
For buyers who prefer subtlety over statement, the 1975 Collection offers a refined alternative to the bolder Aikon models.
Maurice Lacroix Movements
Maurice Lacroix uses a combination of reliable Swiss automatic, quartz and manufacture movements across its collections.
Automatic watches are powered by the movement of the wrist and appeal to buyers who appreciate traditional mechanical watchmaking. Quartz watches offer excellent accuracy and convenience, making them ideal for everyday wear. Manufacture movements, often found within the Masterpiece collection, demonstrate the brand’s technical capability and commitment to innovation.
This breadth allows Maurice Lacroix to offer watches for different lifestyles, tastes and levels of collecting experience.
Why Maurice Lacroix Offers Exceptional Value
One of the strongest reasons to consider Maurice Lacroix is value.
The brand delivers Swiss-made quality, strong finishing, modern design and mechanical credibility at price points that remain highly competitive within the luxury watch market.
For many buyers, Maurice Lacroix offers the ideal bridge between entry-level Swiss watches and more expensive luxury manufacturers. It provides a genuine step into Swiss luxury without sacrificing design, craftsmanship or brand identity.
Who Should Buy a Maurice Lacroix Watch?
Maurice Lacroix is ideal for buyers who want a Swiss-made watch with modern character.
It suits those who appreciate strong design, particularly through the Aikon collection, but want something different from the most obvious mainstream choices.
It is also an excellent option for first-time luxury watch buyers, collectors seeking value, professionals looking for a versatile everyday watch and enthusiasts who appreciate independent-minded Swiss brands.
Why Buy Maurice Lacroix from Clarindon Jewellers?
As an Official UK Retailer of Maurice Lacroix Watches, Clarindon Jewellers supplies genuine, brand-new watches through official channels.
Every Maurice Lacroix watch purchased from Clarindon includes:
- Official manufacturer warranty
- Original box and documentation
- Expert advice
- Secure UK delivery
- Finance options
- Dedicated aftercare
- Confidence of buying from an authorised retailer
Buying from an Official UK Retailer ensures your watch is authentic, correctly supplied and fully supported.
Discover Maurice Lacroix at Clarindon Jewellers
Maurice Lacroix represents one of the most compelling names in modern Swiss watchmaking. From the urban confidence of the Aikon to the technical creativity of the Masterpiece collection, the brand offers watches with genuine design identity, strong craftsmanship and outstanding value.
Whether you are purchasing your first luxury watch or adding to an established collection, Maurice Lacroix offers a distinctive alternative to more traditional Swiss brands.
Explore the latest Maurice Lacroix watches at Clarindon Jewellers and discover Swiss craftsmanship, urban style and modern luxury.