Maurice Lacroix

Maurice Lacroix is a Swiss brand founded in 1975 that built its collector reputation on one watch: the Aikon. The integrated-bracelet sport design, with its six-armed bezel and textured dial, became one of the most discussed watches in its price range when it was introduced. The Aikon is available in automatic, chronograph, and quartz formats with a quick-change strap system that switches between bracelet, leather, and rubber without tools. The Masterpiece collection covers complications including skeleton, moonphase, and open-heart movements. The Pontos handles sport-dress. Maurice Lacroix develops some of its own movements for the Masterpiece line while sourcing proven Swiss calibres across the broader catalog. The brand operates its own facility in Switzerland. The Aikon put Maurice Lacroix on the map for a generation of buyers who wanted integrated-bracelet design without the premium pricing.