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Maurice Lacroix A Brief Portrait
The name Maurice Lacroix stands for decades of experience in the
production of high-quality watches.
In 1961, Zurich-based Desco von
Schulthess AG acquired an assembly facility in Saignelégier, a town in
the Canton of Jura, where it produced private label watches for the
national and international market.
In 1975, the company laid the
groundwork for its successful corporate history by introducing its first
watch under the name of Maurice Lacroix in Austria. The brand was launched
on the Spanish market a year later and, after another four years, the
company founded its own sales organization in Germany.
Then, two decades
after launching its first watch, the company successfully entered the US
market in 1995. In the fall of 2001, Maurice Lacroix S.A., previously a
division of Desco von Schulthess AG, became an independent legal entity
and in 2002, Maurice Lacroix founded the last subsidiary in Great Britain,
thus generating ideal conditions in which to achieve its ambitious
international growth targets.
Today, Maurice Lacroix, which has a total of 220 employees worldwide,
is one of the most successful Swiss watch brands, both nationally and
internationally, and is represented in around 4,000 selected specialist
shops in more than 60 countries all over the world.
The company, one of
the few independent Swiss watch manufacturers, has already established
itself as a market leader in Germany in the upper middle-price segment,
while in the USA the brand is one of the most dynamic in the industry. As
one of only a few brands of Swiss watches, Maurice Lacroix also
manufactures its own cases in Saignelégier.
Maurice Lacroix has faith in Switzerland as its
production location
Over the years, Maurice Lacroix has made significant investments expanding
its case manufacturer acquired in 1989 and its assembly facility in
Saignelégier, and has made every effort to continuously keep the
technology up-to-date.
Investments were not restricted to infrastructure
but were also made to optimise all internal processes. The assembly
facility – together with the training and information centre opened in
2000 and the extension completed in February 2003 – is currently one of
the most modern in the industry.
The company thus put itself in an ideal
position to use these state-of-the-art ateliers to design and put together
its watches with a great deal of passion and precision. Around 150,000
top-quality timepieces now leave the Saignelégier facility each year and
are distributed to customers all over the world.
Maurice Lacroix philosophy – Tomorrow’s Classics
In spite of the rapid change and growth during the last
30 years, one thing has always remained the same: an awareness of a long
watchmaking tradition, skilled craftsmanship and passion, as well as love
for design, perfection, and exclusive materials.
Maurice Lacroix is
particularly proud of the crown jewels of its collections – the
mechanical watches of its Masterpiece Collection. The experience Maurice
Lacroix has gained from this precise art of watch-making is also incorporated
into classic collections like Pontos, Miros, Calypso, Les Classiques, and
Divina.
In 2003, Maurice Lacroix established a milestone with
its diverse product portfolio and new, independent advertising campaign as
well as a new appearance in retail shops. The watches from Maurice Lacroix,
which are set to be Tomorrow’s Classics, epitomize traditional art of
watch-making and progressive, innovative technology.
Overview of the collections
Masterpiece Collection: The watches of the Masterpiece
Collection are the expression of the company’s consummate skill in the
art of watch-making.
Using technical innovations and novel design
features, Maurice Lacroix plays an active part in shaping development in
the field of sophisticated mechanical watches. With its new Masterpiece
Tourbillon Rétrograde, Maurice Lacroix is part of the small circle of
watch manufacturers for whom superior quality is the utmost requirement.
Pontos: The timeless, purist design of the Pontos and
its mechanical inner works attract buyers with a flair for the refined.
2005, Maurice Lacroix is introducing two new Pontos models with attractive
additional functions: the Pontos Réserve de Marche and the Pontos
Chronographe.
Miros: In 2004, Maurice Lacroix’ designers
accentuated the independent, distinct, and valuable aesthetics of the
Miros even more. This watch stands out with its streamlined design, a
balanced, perfectly proportioned dial, and an exceptional, minimized link
bracelet.
Calypso: An unprecedented blend of timeless elegance
and contemporary design that has fascinated enthusiasts of fine watches
who move with the times.
Les Classiques: These attractive wrist watches, which
entrance wearers primarily through their traditional, clean elegance and
timeless beauty, offer all of the distinct qualities of a classic wrist
watch for an unbeatable price.
Divina: The flowing, feminine forms of this fine watch
underscore the goddess in every woman. Above all the Divina Special
Edition is perfect for women seeking something unique.
Selena: The slender Selena with its graceful elegance and magically
seductive appearance is a jewellery watch par excellence.
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