Swiss watch Company Maurice Lacroix
Maurice Lacroix is a luxury brand of Swiss Made watches based in the Canton of Jura. To produce its mechanical timepieces, Maurice Lacroix uses their own in-house manufactured movements (manufacture) or contemporary calibers, which are all made in Switzerland. Historical, classic Swiss movements are sometimes used in limited edition specials. Each one of these movements is carefully optimized to meet the standards of the long tradition of Swiss watchmaking. A lovingly applied handcrafted finish adds to the character of these watches. With attention to detail and striving for perfection, the extraordinary Maurice Lacroix timepieces are born.
The history of Maurice Lacroix watches
Maurice Lacroix started as part of Desco von Schulthess of Zurich (Desco, founded in 1889). Desco traded in luxury silk scarfs and ties. Later, the company became a representative for luxury watch brands including Audemars Piguet, Heuer, Eterna, and Jaeger-LeCoultre since 1949. In 1961, Desco acquired an assembly facility in Saignelégier, in the Swiss Canton of Jura where it started to produce private label watches for third parties. The first watch model under the name of Maurice Lacroix came onto the market in 1975.
In-house watch case production
By 1980, Maurice Lacroix ceased production for third parties and concentrated on producing their own brand watches. By acquiring the case maker Queloz S.A., also based in Saignelégier, the company gained the ability to produce watch cases in-house which makes Maurice Lacroix very unique compared to the other luxury watch companies.
Additional functions (complications)
Maurice Lacroix has since the nineteen nineties specialized in developing additional functions (complications) for mechanical watches like retrograde displays, innovative chronographs, and moon phase indicators.
The transition to manufacture d'horlogerie
In 2001, Maurice Lacroix SA became independent from their former parent company. In 2003 the company took another step towards becoming an independent watch manufacturer with the introduction of a Double Rétrograde. The very rare retrograde 24-hour denotation for the second time zone is made entirely in-house.
Exclusive manufacture watches since 2006
With the introduction of the ML106 chronograph caliber in 2006, used in the Masterpiece Le Chronographe, and the in-house production of complex movement components Maurice Lacroix can now claim the prestigious status of a Manufacture d'horlogerie (a watchmaking manufacturer which designs and manufactures all or most of the movement parts in their own production facilities as opposed to assembling watches using parts purchased from other firms.).
Maurice Lacroix has, in 2008 officially presented an entirely new Grande Complication. This chronograph calibre ML 128 with memory function was used for the first time in the Mémoire 1. which was released at the end of 2008.
Up to 2015, Maurice Lacroix has produced 14 manufacture calibers, adding at least one manufacture movement every year. The brand has also won twelve Red Dot Design Awards so far!
Maurice Lacroix Brand ambassadors and sports collaborations
Maurice Lacroix has over the years collaborated with many independent, high achieving celebrities such as internet entrepreneur Jimmy Wales, musician Bob Geldof, actor Ray Stevenson, diver Orlando Duque, actor Jang Dong-gun and golfer Justin Rose.
As a brand Maurice Lacroix is all about confidence, self-expression, having goals and uncompromising personal values in life. With the Pontos S range, the stylish, innovative and sporting spirit of Maurice Lacroix became the perfect fit for world class athletes. Nicknamed the Missile, swimmer James Magnussen is Maurice Lacroix’ latest brand ambassador. Not only did Magnussen help Australia win many titles but his opening split of 47.49 secs makes him the fastest man in history without the aid of a super suit.
Maurice Lacroix is also the official watch partner of Red Bull Cliff Diving World Series and FC Barcelona. Collaboration with the latter has resulted in a series of unique watch designs for each of the team’s players.
Our Maurice Lacroix collection
Maurice Lacroix watches are manufactured to the highest standards. All the watches are Swiss made and contain either Manufactured movements or Swiss ETA, Sellita (automatic) and Ronda (quartz) movements. All of the watches feature anti-glare coated sapphire crystals. The diamonds used are graded at least VVS1.
Maurice Lacroix Masterpiece watches
The Masterpiece line is the exclusive premium line of Maurice Lacroix manufacture watches.
Maurice Lacroix Eliros watches
The Eliros watch line is the basic Maurice Lacroix watch line.
Maurice Lacroix Les Classiques
Les Classiques is the classic Maurice Lacroix watch line.
The Fabia range is Maurice Lacroix ladies watch collection.
Maurice Lacroix Fiaba watches
Maurice Lacroix Pontos watches
Pontos is the Maurice Lacroix sports watch line.
Easy and safe ordering of Maurice Lacroix watches
Holland Watch Group is proud to be an official Maurice Lacroix retailer and we surround your order with the utmost care and attention.