Maurice Lacroix
- Founded
- 1975
- Based in
- Saignelégier, Switzerland
- In our catalog
- 2 watches from $2,800 to $3,950
Maurice Lacroix is a relatively young Swiss brand that found its big hit in the Aikon. With claws on the bezel and a strong integrated bracelet, it gives buyers the 1970s luxury sports watch look for a fraction of the cost.
History
Maurice Lacroix began in 1975 as a watch brand of the Desco von Schulthess trading group, and its watches were made in Saignelégier in the Jura. Through the 1990s its Calypso model, with six claws on the bezel, became a strong seller.
The brand later built its own movements for its Masterpiece line. In 2016 it launched the Aikon, based on the Calypso, and in 2018 the automatic Aikon, which became its best-known model.
Signature models
- Aikon Automatic 42: The core model, a 42 mm steel watch with a "clous de Paris" dial and a quick-change bracelet.
- Aikon Automatic Chronograph: The chronograph version with a day-date window.
What it's known for
The Aikon's integrated bracelet, which is well made for the price, and the bezel claws. The movements are Sellita-based. The brand also makes skeleton and "Masterpiece" models with more complex mechanics.
Price and positioning
Aikon automatics cost about $2,500 to $4,000. That makes it the most common alternative to a Royal Oak or Nautilus at this level, alongside Tissot's PRX at the cheap end and Christopher Ward's The Twelve.