History of Maurice Lacroix
Maurice Lacroix is especially committed to upholding the high standards and traditions of Swiss watchmaking with its innovative designs and high quality/price values. The Desco von Schulthess Company founded Maurice Lacroix in 1975, and have manufactured their watches in the company’s 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.
The Maurice Lacroix name
When Desco von Schulthess purchased the company in 1975, they had not yet decided what the watch company’s name would be. At the time, French-sounding names were trendy for luxury brands, and one of Desco’s board members was called Maurice Lacroix. Desco decided to use his name for their newly acquired watch company.
Over the years, the company has won over fifteen major awards for its watches all over the world. Industry panels have recognized Maurice Lacroix watches for their design and craftsmanship.
Maurice Lacroix & Roger Federer
On 1 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.
The square wheel
Maurice Lacroix is a company that is continuously growing – seeking new ways of telling the time. In 2010, Maurice Lacroix dazzled and revolutionized the watch industry by designing a square gear wheel. Maurice Lacroix’s Masterpiece Square Wheel 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.
DKSH & friends
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.
“Success is a journey, not a destination” mantra is at the heart of the brand’s culture. The brand has put an international circle of friends in place which aims to support the talents from different industries, today and tomorrow. These urban heroes and Maurice Lacroix share many common values. They are connected, open to the world, adventurous, focused on their goals, and approachable. These are qualities that inspire the brand to support people on their path to success.