History of the Maurice Lacroix Watch Manufacture

Maurice Lacroix is a comparatively young Swiss watch brand. Its history began not with its own manufacture, but with a Swiss company that initially produced watches for other brands.

• 1975: Desco von Schulthess AG from Zurich launched the Maurice Lacroix brand. Desco had been active in the watch trade since 1946 and had previously commissioned the production of watches for other brands.
• 1980s: The brand expanded its international presence and positioned itself in the upscale segment with Swiss quartz and mechanical watches.
• 1990s: Maurice Lacroix evolved more into a watch manufacture and began to develop its own calibers and complicated movements. An important milestone was the ML 106 caliber, an in-house chronograph movement introduced in 2006 in the Masterpiece Le Chronographe.
• 2006: The brand also presented the Masterpiece Roue Carrée, whose unusual square wheels became a hallmark of the technically creative Masterpiece collection.
• 2010s: Maurice Lacroix launched, among others, the Aikon. Today's Aikon collection traces its roots back to the Calypso, a successful model from the brand in the 1990s.
• Today: Maurice Lacroix is headquartered in Saignelégier in the Swiss Jura. The company has been part of the DKSH Group since 2011 and produces both watches with outsourced movements and models with its own calibers and complications.

The brand is therefore not a manufacture with a centuries-old history, but a modern Swiss manufacturer that has gradually developed from a watch provider into a brand with its own movement development.