"Success is a journey, not a destination."

For 45 years now, Swiss watch manufacturer Maurice Lacroix is committed to upholding the tradition and high standard of watchmaking craftsmanship in their state-of-the-art workshops in Saignelégier. Here, all factors critical to the successful production of excellent watches with high perceived value converge: watchmaking know-how, skilled craftsmanship, industrial expertise, technological capability and, last but not least, a pronounced sense of quality.

With over a dozen major awards to their name, Maurice Lacroix continues to grow, based on their successful formula combining quality, reliability, ingenuity and determination, expressed through fresh designs and backed by patented technologies. Whether you’re ambitious, adventurous or a bon vivant – Maurice Lacroix offers the right model for every style, every taste and every challenge.

Maurice Lacroix: Swiss luxury watches with a love for detail

After the brand was founded in 1975, the first milestone for the Swiss watch manufacturer was set in 1990 with the CALYPSO collection. Shortly afterwards, the first MASTERPIECE was launched, which featured five hands for an additional day of the week and date display.

In 1995, the FIABA collection was launched, the brand's first series consisting entirely of women's models, with a rectangular dial that was the hallmark of the collection at the time. With the launch of the ELIROS collection in 1996, the product range was expanded to include models that provided a first entry into the world of Maurice Lacroix luxury watches. Extensions to the MASTERPIECE collection with models featuring retrograde complications, the square gear wheel "Square Wheel" and in-house manufactured calibers steadily consolidated the brand's reputation in the years that followed.

The link between this high-end collection and the entry-level models was created at the beginning of the 2000s with the PONTOS collection, whose focus to this day is still the timeless design and clear communication with its wearer. After a re-design of the FIABA watches in 2011, which led to the soft curves and nature-inspired design that is also reflected in the water drop decorations on the dial, the re-launch of the iconic CALYPSO collection under the name AIKON followed in 2016, whose quartz models are now complemented by a broad automatic line. Whether big city adventurer, ambitious doer or life artist – the Maurice Lacroix collections offer the right model for every lifestyle, every taste and every challenge.

The AIKON Collection

The AIKON is descended from the Calypso, the brand's flagship model of the 90s, known for its strong design and high perceived value. This latter model provided the DNA of the contemporary AIKON: the integrated and waterproof case, the flat sapphire crystal, surrounded by its six-arm bezel, and the “M” logo on the model’s leather straps, presented in relief. In 2016, Maurice Lacroix distilled the features of the Calypso, releasing the AIKON quartz and subsequently the AIKON Automatic in 2018. Building on the success of this model, imbued with its urban aspect, Maurice Lacroix has continued to extend this collection. #BeYourAikon

The ELIROS Collection

The ELIROS is one of the most popular Maurice Lacroix collection. It encompasses pure and timeless lines, extremely fine indexes and highly precise quartz movements all delivered at very affordable prices. The ELIROS has evolved over the years while retaining the essence of the original version. It is available in three sizes, 30mm, 35mm and 40mm, and is offered with an array of complications, including: moon phase, day-date and chronograph. #ExpressYourself.

The FIABA Collection

This collection of curvaceous watches has been exclusively designed for women. Its name, FIABA, means “fairy tale” in Italian, a reference to the model’s magical allure. The FIABA exhibits a luxurious feel while simultaneously delivering unrivaled value for money. These quartz models embody elegance and refinement courtesy of their delightfully detailed dials. Leaf-shaped hour and minute hands imbue the dial with a gentle character and sit in concert with either Roman numerals or sparkling diamonds. The date indication is subtly positioned at 3 o’clock. Finally, the crown is adorned with a blue cabochon, augmenting the sense of luxury. #ShareYourLove.

The PONTOS Collection

Celebrating its 20th anniversary, the Maurice Lacroix PONTOS collection has always been synonymous with elegance and readability. It has a distinctive appearance, courtesy of its rounded lugs which incorporate a stepped profile. The three-hand models include a crown protector which neatly integrates into the case. Over time, the PONTOS, endowed with an automatic movement, has subtly evolved while remaining a paragon of readability. Today it is considered an iconic Maurice Lacroix model. #ShowYourStyle

The MASTERPIECE Collection

The Maurice Lacroix MASTERPIECE collection perfectly illustrates the watchmaking expertise of the Maurice Lacroix Manufacture in Saignelégier. Launched in 1992 under the name "Les Mécaniques / Masterpiece", this line has become recognized for its innovative models and avant-garde approach to watchmaking. Indeed, this has led to Maurice Lacroix winning numerous prizes. Skeletons, retrograde indications, mysterious seconds and square wheel displays have become synonymous with Maurice Lacroix. High-quality parts, developed entirely within the manufacture in Switzerland, are at the heart of each model, while the high quality-price ratio is clear to see. #MasterYourTime.