History of Maurice Lacroix
Maurice Lacroix is especially committed to upholding the high standards and tradition of Swiss watchmaking with their innovative designs and high quality/price values. Maurice Lacroix was founded by the Desco von Schulthess Company in 1975 and Maurice Lacroix watches have been manufactured in the company’s own state-of-the-art workshops in Saignelégier Switzerland ever since. Here, all factors critical to the successful production of Maurice Lacroix watches come together, watchmaking know-how, skilled craftsmanship, industrial expertise, and technological capabilities.
Over the years, the company has won more than fifteen major awards for its watches all over the world. Maurice Lacroix watches have been recognized by industry panels for their design, and craftsmanship.
Maurice Lacroix is a company that is continuously growing – seeking new ways of telling the time, such as with their Masterpiece Square Wheel Retrograde launched in 2010 or the Masterpiece Embrace launched in 2020 where two hearts rotate on the dial.
On 1 July, 2011, DKSH, a Swiss company based in Zurich and the leading market expansion services provider in Asia acquired a controlling stake in the Maurice Lacroix group.
Five interesting facts about Maurice Lacroix
1 – Named after Mr. Lacroix
When Desco von Schulthess purchased the company in 1975, they had not yet decided what the name of the watch company would be. At the time French sounding names were very trendy for luxury brands and one of the Desco’s board members at the time was called Maurice Lacroix. Desco decided to use his name for their newly acquired watch company.
2 – The first watchmaker to sponsor Roger Federer
On the 1st of June 2004 Maurice Lacroix signed a contract with Roger Federer. They were the first watchmaker to sponsor the number one tennis player. The launch of their partnership took place at the Swiss Open in Gstaad Switzerland.
3 – Masterpiece Square Wheel
In 2010, Maurice Lacroix dazzled and revolutionized the watch industry by designing a square gear wheel. Maurice Lacroix’s Masterpiece Square Wheel actually has a turning square wheel on the dial. You have to see it to believe it! The legend of the ‘Square Wheel’ still lives on today with new Maurice Lacroix models launched each year.
4 – Your time is now
The brand’s tagline is “Your time is now”.
5 – Wallpaper magazine collaboration
In 2009, Maurice Lacroix partnered with the famous magazine Wallpaper on a project that consisted of reinventing the Pontos watch with the help of exceptional designers. Product designer Gwenaël Nicolas, industrial designer Arik Levy and fashion designer Neil Barrett redesigned the “Pontos Decentrique GMT” watch. All the proceeds of the sales of the watches went to charities of each designer’s choice. The project was repeated in 2017 with legendary architect Jean Nouvel and designer Oki Sato who reinterpreted the Pontos Day Date.