Maurice Lacroix – A Brand History

Despite Maurice Lacroix’s tenderness in age, the brand has developed many new and innovative watch lines which have helped its rapid ascent into the upper echelons of watch making. In 2010, Maurice Lacroix boasted a total of 220 employees worldwide, and they have become one of the most successful Swiss watch brands both nationally and internationally - being sold in more than 60 countries worldwide by 4,000 hand selected specialist shops and websites.

The main catalyst in the brands rise to fame was the introduction of the “Les Mecaniques” line in the 1990s, which has since been renamed the “Masterpiece” Line. The Masterpiece lines are comprised of limited edition Maurice Lacroix watches which are based on “Heritage” movements and often include many advanced features such as chronographs, moon phase indicators, jump hour and retrograde displays. The Masterpiece collections have become sought after by watch enthusiasts and collectors alike, who appreciate the long-established Swiss watch making movements, infused with contemporary and progressive designs; the perfect balance between traditional values and modern aesthetic.

All of the Maurice Lacroix watches are created in one of the most impressive and futuristic watch factories in the world. The brand has spent millions of Swiss Francs improving and modernising its original factory in Saignelégier, located within the Swiss Jura mountain region; not only improving the infrastructure, but keeping the technology bang up to date and optimising every single stage of the watch making process.

This continuous reinvestment in the facility has allowed Maurice Lacroix to become synonymous with creating true precision time-pieces, which are continuously adapting and developing to keep up with current technology and the 21st century lifestyle. By optimising the processes, it has allowed the factory to operate at high efficiency levels, therefore keeping manufacturing costs down and allowing the brand to offer true value for money – something not often associated with the luxury watch market.

Shop the full range of Maurice Lacroix watches today on TIME2.co.uk.