“Founded 1975 in Saignelégier, Jura, Switzerland, as the watch distribution arm of Desco von Schulthess, a Swiss luxury goods company. "Maurice Lacroix" was…”
Maurice Lacroix
Brand history
Founded 1975 (parent company Desco von Schulthess dates to 1889). The Saignelegier manufacture in the Swiss Jura produces all in-house complications for the Masterpiece line: Seconde Mysterieuse, Calendrier Retrogrades, Gravity tourbillon. Commercial HQ in Zurich. Swiss-owned and independent. The Aikon (2016) became the commercial engine; Masterpiece sustains technical credibility.
Founded 1975 in Saignelégier, Jura, Switzerland, as the watch distribution arm of Desco von Schulthess, a Swiss luxury goods company. "Maurice Lacroix" was chosen as an appealing French name for a new brand, it doesn't correspond to a historical founder. The brand adopted in-house caliber production with the Masterpiece Gravity (2011), which uses a lever escapement positioned vertically on the dial, the caliber ML150, designed in-house, was the brand's first proprietary mechanical caliber. The Aikon (2016), an integrated-bracelet sport watch whose design references the Royal Oak, became the brand's strongest commercial success and established Maurice Lacroix in the CHF 1,000–2,000 sport tier. The Pontos line covers dress and classic-sport. Priced CHF 700–3,000 for most catalog references; the honest positioning is "good Swiss finishing and in-house complication capability at Tissot-adjacent prices."
Collections
OpenenthusiastmodernMaurice Lacroix Cal. ML115: Sellita SW200-1 base with Maurice Lacroix branded rotor, automatic, 28,800bph, 38h PR, 26j; used in AIKON 42; not in-house; sporty architecture42mm2016–presenteditorial
Openenthusiastneo-vintageMaurice Lacroix Cal. ML156: in-house automatic with day-date, 28,800bph, 42h PR; used in Pontos Day-Date 41; Maurice Lacroix in-house day-date caliber41mm2004–presenteditorial- OpenenthusiastmodernMaurice Lacroix Cal. ML187: in-house automatic with mystery seconds, 21,600bph, 40h PR; used in Masterpiece Seconde Mystere; seconds hand appears to float43mm2012–presenteditorial
OpenenthusiastmodernMaurice Lacroix Cal. ML134: ETA 7753 base, ML-finished, 28,800bph, 42h PR; used in AIKON Chrono 44; cam-and-lever chronograph with ML sport finishing44mm2018–presenteditorial- OpenenthusiastmodernMaurice Lacroix Cal. ML112: ETA 2824 base, ML-finished, 28,800bph, 38h PR, 25j; used in Pontos Auto 40; ML dress watch foundation caliber40mm2016–presenteditorial
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