Today MONOCHROME is visiting Maurice Lacroix in the Jura Mountains, to discover the brand's new collection, an affordable vision of the luxury sports watch, the Aikon Automatic Collection.
The brand was founded in 1975 and was known for producing very good quality and complex timepieces for an affordable price. In 2006, ML launched its first in-house movement and refocussed the collection around the Masterpiece line up, with mechanically complex displays but still at an accessible level. In 2014, Stephane Waser took over the CEO position and decided to refocus the brand and go back to the roots: accessible luxury.
This year, in 2018, Maurice Lacroix launched the Aikon Automatic, an affordable take on the luxury sports watch that looks very good. Today we'll be talking with Stephane Waser to understand more about the brand's strategy and this new collection.
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