Maurice Lacroix

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Maurice Lacroix Logo
Maurice Lacroix
Maurice Lacroix Mémoire 1
© Maurice Lacroix

Swiss watch manufacturer

Introduction of the brand

The story of Maurice Lacroix began in 1961 with the establishment of a assemblage business in Saignelégier by the parent company Desco von Schulthess AG. Initially watches were manufactured for customers under different brand names.

In 1975 the first watch model under the name of Maurice Lacroix comes to market in Austria. 1976 follows the introduction of the brand name on the Spanish market.

Due to the excellent price-performance ratio and the attractive design of the watches, the brand has a rapid growth in the 1990s in Germany and belongs to the most successful newcomers. Apart from the rather inconspicuous watches in the low price segment (including some models with quartz movements), an additional emphasis is put on mechanical skills and high quality appearance with the Masterpiece collection.

On 1 October 2001, the Maurice Lacroix SA becomes a unit independent of the former parent company.

Development of an own manufacture movement

The company announces a partnership with the well-known watches inventor and designer Andreas Strehler. After more than three years of development, from this cooperation results the chronograph calibre ML 106, the first fully self-designed and developed manufacture movement. This allows Maurice Lacroix to claim the prestigious status of a manufacture.

In November 2007 in Shanghai the proprietary chronograph calibre ML 128 with "memory" function is presented. It is used for the first time in the newly developed model Mémoire 1. This spectacular chronograph, which presents a whole series of unusual innovations, comes to market at the end of 2008 in a small, only 20 pieces counting edition.

Address

Maurice Lacroix SA
Sales, Marketing & Communication
Brandschenkestr. 2
CH-8001 Zürich

Tel. +41 (0)44 209 11 11
Fax +41 (0)44 209 12 52

Weblinks