Quiz: What Do You Know About Maurice Lacroix?

Luxury Swiss watch brand Maurice Lacroix has been awarded two prizes in the 2017 Red Dot Awards in the watches and jewelry category. The Red Dot Design Award is one of the most prestigious and internationally recognized design competitions, honoring excellence in product design, communication design, and design concepts. In 2017, two of Maurice Lacroix's Masterpiece models, the Masterpiece Chronograph Skeleton and the Masterpiece Skeleton, were recognized for their exceptional design. These awards were conferred by a jury of experts from around the world, who evaluated the entries based on criteria such as innovation, functionality, quality, and ecological compatibility.

Maurice Lacroix, the esteemed Swiss luxury watch brand, was founded in 1975. With a foundation built on precision, craftsmanship, and innovation, the brand has since become a prominent figure in the world of horology. Maurice Lacroix's dedication to producing high-quality, intricately designed timepieces has earned it a distinguished reputation among watch enthusiasts and collectors worldwide. Over the years, the brand has continuously evolved, incorporating modern technologies while staying true to its traditional Swiss watchmaking roots.

By 2010, Maurice Lacroix had established a significant global presence, being present in 60 countries with 4,000 retail locations worldwide. This extensive reach is a testament to the brand's international acclaim and its ability to resonate with diverse markets. The widespread availability of Maurice Lacroix timepieces highlights the brand's commitment to making luxury watches accessible to a broad audience. The brand's global footprint underscores its reputation for sophistication, elegance, and quality, making it a symbol of luxury and prestige in the horological world.

The headquarters of Maurice Lacroix is situated in Zurich, Switzerland. Zurich, known for its rich history in watchmaking and its status as a hub of luxury and precision, provides an ideal location for the brand's headquarters. Here, Maurice Lacroix combines traditional Swiss craftsmanship with modern innovation to create exceptional timepieces. The headquarters serves as the epicenter of the brand's operations, where design, development, and administrative activities are meticulously carried out. This location reflects Maurice Lacroix's dedication to maintaining its Swiss heritage while pushing the boundaries of contemporary watchmaking.

The Maurice Lacroix facility in Saignelegier ceased producing for third parties due to their pursuit of excellence and commitment to maintaining the highest standards of quality. Initially, the facility produced components and movements for other brands. However, as Maurice Lacroix sought to elevate its own standards and focus exclusively on its products, it became clear that external collaborations were not meeting these rigorous requirements. The decision to halt third-party production allowed Maurice Lacroix to concentrate fully on its timepieces, ensuring that every watch met the brand's stringent quality criteria and upheld its reputation for exceptional craftsmanship.

In 1961, Zurich-based Desco von Schulthess AG acquired an assembly workshop in the Jura town of Saignelégier to produce private-label watches for the Swiss and international markets. In 1975, the enterprise expanded its operations and launched the first Maurice Lacroix watch in Austria. This marked a significant step in the brand's development, establishing Maurice Lacroix as a notable name in the luxury watch industry.

Maurice Lacroix collaborated with British golfer Justin Rose for brand endorsement. This prestigious partnership highlighted the shared values of precision, dedication, and a pursuit of perfection that both the golfer and the brand embody. Justin Rose, known for his meticulous approach to the game and his consistent performance, reflects the same commitment to excellence that Maurice Lacroix applies to its watchmaking. This collaboration not only increased the brand's visibility in the sports world but also emphasized its dedication to producing timepieces that combine elegance with high performance, mirroring the qualities seen in Justin Rose's illustrious career.

Maurice Lacroix became the official watch partner of F.C Barcelona. This partnership aligns the brand with one of the most prestigious and successful football clubs in the world, enhancing its visibility and prestige. The collaboration involves the creation of special edition timepieces dedicated to F.C Barcelona, reflecting the club's rich history, passion, and excellence. By associating with F.C Barcelona, Maurice Lacroix not only strengthens its presence in the sports industry but also underscores its commitment to precision, performance, and innovation—qualities that resonate with the values of both the brand and the football club.

In 2019, Maurice Lacroix partnered with Kia Motors to provide precision clocks for the interior of the Kia K9 sedan. This collaboration highlighted Maurice Lacroix's expertise in creating high-quality timepieces and extended their craftsmanship into the automotive industry. The inclusion of Maurice Lacroix clocks in the Kia K9 added a touch of luxury and sophistication to the sedan, aligning with Kia's commitment to enhancing the driving experience with premium features.

In 2006, Maurice Lacroix introduced its first full in-house movement, the ML 106, which was based on the "Masterpiece Le Chronographe." This marked a significant milestone for the brand, demonstrating its capability to design and produce its own watch movements entirely in-house. This achievement allowed Maurice Lacroix to distinguish itself in the luxury watch industry with proprietary technology and innovative design. Since the introduction of the ML 106, the brand has continued to develop and release numerous manufacture movements, including an automatic movement in 2011, further solidifying its reputation for horological excellence and craftsmanship.