Four decades ago, a new watch brand appeared on the market: Maurice Lacroix. Thirty years later, the brand set up its own workshops to produce complex components for its outstanding mechanical calibers. With 90,000 watches produced every year, 12 manufacture movements, 8 design awards, 3000 points of sale, 3 production entities and 2 innovative wheels that changed everything we knew about wheels, Maurice Lacroix blends Swiss craftsmanship with powerful and unique design. Drawing strength from its three pillars: creativity, craftsmanship and confidence, the brand has positioned itself as a young, cool brand and has increasingly become an object of interest to many collectors worldwide.
On the eve of its 40th anniversary, Maurice Lacroix invited us on a trip to Switzerland and Spain, where we chatted with Managing Director Stephane Waser about the new products and brand direction, as well as the very exciting new partnership with FC Barcelona. Stephane explained the brand’s internal watchmaking process that starts with the design and technical teams working in parallel to identify which movement fits which case, how a design can be enhanced by technical novelties etc. Then, on to prototyping, production and commercialization. Equal quality, attention and love are put into all watches, whether a quartz, manufacture or own-movement piece. The design, quality of material, attention to details, credibility and innovation of Maurice Lacroix watches attract watch collectors, who have been following the brand’s development closely.
Stephane also tells us about Maurice Lacroix’ three-year partnership with FC Barcelona as “FC Barcelona Official Watch Partner”, a gigantic milestone for such a young brand. Both the watchmaker and the football club pride themselves as holding style, substance and passion for progress in high value. To celebrate this partnership, Maurice Lacroix has produced exceptional FCB timepieces all engraved with the FCB crest: Eliros Date, Eliros Chronographe. Pontos S Chronographe all with FCB colours Nato strap and metal bracelet, and the black PVD cased Masterpiece Squelette with a black genuine croco strap.
During our stay in Barcelona, we watched a live FCB game at CampNou, home of the Catalan giant, and understood the harmony between both sides: a timely, sporty partnership!
With Maurice Lacroix, Your Time Is Now!