Maurice Lacroix

In 1975, the first watches under the name Maurice Lacroix appeared. The brand developed in the Swiss town of Saignelégier, benefiting from the local watchmaking infrastructure. The original illustration alludes to the work of a watchmaker; it does not depict the brand's historical workshop.

In the 1980s, Maurice Lacroix developed its own identity and operations in Saignelégier. The watchmaking traditions of the Swiss Jura remain an important point of reference for the brand. The original illustration refers to the region's landscape; it does not depict a specific location or the company's headquarters.

In 1990, the Les Mécaniques collection expanded the brand's offering of mechanical watches. It was followed by the Masterpiece line, known for its elaborate displays and complications. Pictured: the later Masterpiece Double Retrograde GMT, photographed in 2009, not the 1990 model. Photo: Ferengi / Wikimedia Commons, "Maurice Lacroix Masterpiece Double Retrograde GMT", CC BY-SA 3.0 (https://creativecommons.org/licenses/by-sa/3.0/), image cropped.

In 2006, Le Chronographe debuted with the first in-house Maurice Lacroix caliber, the ML106. This was an important milestone in the brand's development: from designing watches to constructing its own movements. The original illustration refers to precise metalworking and does not depict the ML106 caliber or the brand's facilities.

In 2008, Maurice Lacroix presented the Mémoire 1. The mechanical memory function allows the hands to be switched between the current time and the chronograph measurement without losing the stored indications. The original illustration uses the theme of storing memories as a metaphor for memory; it does not represent the brand's archive.

In 2010, the Masterpiece Square Wheel made its debut. The square gear became a visible element of the display mechanics and a hallmark of the design. The original illustration juxtaposes geometric forms as a metaphor for this idea; it does not represent the construction of the movement.

In 2013, the Masterpiece Mysterious Seconds introduced an unusual way of reading seconds: the two ends of the hand indicate the passing of time in turns, and its movement creates an impression of levitation. The original illustration refers to the precise work on small components; it does not depict the movement of this model.

In 2014, the Masterpiece Gravity makes its debut. The balance wheel and escapement, exposed on the dial side, make the movement's operation part of the watch's aesthetic, while the silicon components of the escapement emphasize its technical character. The original illustration refers to modern materials; it does not depict parts of the Gravity caliber.

In 2016, the AIKON debuted, inspired by the Calypso collection from the 1990s. Initially equipped with a quartz movement, it opened a new chapter of urban, sporty-elegant design for Maurice Lacroix. The original illustration references the geometric lines of contemporary architecture and the urban character of the collection.

In 2025, Maurice Lacroix celebrates its fiftieth anniversary. Two limited-edition 1975 Legacy timepieces pay tribute to the landscape of the Swiss Jura and the place where the brand crafts its watches — Saignelégier. The custom illustration uses a jewelry box as a symbol of collecting and the jubilee; it does not depict the company's official packaging.