What has been the inspiration behind the 1975 Legacy anniversary collection?
This year, Maurice Lacroix proudly marks its 50th anniversary. To commemorate this milestone, we unveiled the 1975 Legacy limited editions—timepieces that not only pay tribute to our origins but also demonstrate how legacy can be reimagined for today’s watch enthusiasts. For me, the essence of Maurice Lacroix lies in this balance: building on our roots while remaining distinctly relevant. Boldly contemporary yet deeply authentic, the 1975 Legacy encapsulates everything our Swiss brand represents. Proudly crafted in Saignelégier.
What sets Maurice Lacroix timepieces apart from all the other luxury watch brands?
What truly sets our timepieces apart is the seamless blend of Swiss craftsmanship, innovative contemporary spirit, and iconic design. Our heritage serves as a foundation to create watches that are unmistakably modern, bold yet refined, and crafted in Saignelégier with the precision and excellence that define Swiss watchmaking.
Beyond craftsmanship, our philosophy distinguishes us: we believe luxury should be accessible, authentic, and in harmony with today’s lifestyle. Accessibility is a defining element of our brand, making Maurice Lacroix inclusive rather than exclusive. We craft watches that look and feel premium, using quality materials while remaining within reach. Both collectors and first-time customers value this balance — the sense of receiving exceptional design and Swiss expertise at a fair price.
How have the designs evolved to suit the taste of the contemporary consumer?
Today’s consumers expect more than legacy; they want timepieces that integrate seamlessly into their daily lives, whether through bold urban aesthetics, versatile functionality, or refined understatement.
Our focus has been on sharpening our identity through strong, coherent collections, with AIKON standing as a prime example of this vision. Equally important is the way we engage with our customers: by listening, understanding, and anticipating their needs.
Trends you feel will come up in the luxury watch space in the next year?
In the year ahead, I see three major trends shaping the luxury watch space. First, sustainability will move from being a talking point to a real expectation, with consumers wanting brands to use responsible materials and transparent practices. Second, design will shift toward wearability and versatility, mid-size cases, unisex proportions, and pieces that transition easily between lifestyles. Finally, storytelling and exclusivity will play an even greater role, with collectors and new buyers alike seeking watches that feel personal, unique, and connected to legacy. At Maurice Lacroix, we are embracing these shifts while staying true to our Swiss roots.
Which is your largest market? Which collection has done exceptionally well in the recent past?
Our largest market today is Europe, where Maurice Lacroix has built a strong and loyal following over the years. At the same time, we are seeing remarkable growth in Asia, particularly in India, which is quickly becoming one of our most important markets. In terms of collections, the AIKON line has been an outstanding success. Its modern design, versatility, and strong identity have resonated deeply with consumers worldwide, making it the flagship of our portfolio and a true symbol of what Maurice Lacroix stands for today.
Could you please tell us about your focus on the Indian market?
India is a very important and fast-growing market for us. With rising incomes, an aspirational consumer base, and the world’s largest youth population, the country is perfectly aligned with our accessible excellence positioning. India already ranks among our top ten markets and, at the current pace, could be in the top five by 2026. Our partnership with Ethos has been key to this growth, as their expanding retail network ensures our watches are featured in many of their new stores. We are confident this momentum will continue as we strengthen our presence across India. |
