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Speaking at the unveiling of the new "Aikon" collection, Maurice Lacroix CEO Stéphane Waser shared his thoughts.

“With this new model, we’ve adopted a completely new concept: we’ve kept costs down by using a quartz movement and poured our pride as a manufacture into the exterior quality. It’s not only ideal for users experiencing Swiss quality for the first time, but we also see a need for it as a casual second watch.”

This model was initially planned for sale only in Europe. However, due to an overwhelming response, the sales plan was revised. It was decided to expand sales to Asia, leading to the decision to launch in Japan. The reason for initially limiting it to Europe was the success of a previous model called "Calypso," which served as the inspiration for this new watch. "Calypso" was Maurice Lacroix's bestseller, and its popularity in Europe boosted brand recognition, leading to the expansion of its sales network into the Middle East and Asia.

“The reason for Calypso's success was its high quality. For example, the screw-down crown. In an era when water resistance wasn't as common as it is today, we adopted a screw-down crown even for this quartz model,” says Stéphane Waser.

Other examples include the use of curved surfaces to express the case's brilliance and the sapphire crystal. In other words, honest craftsmanship with significant investment led to high praise. The new "Aikon" is a further refinement of that design DNA using contemporary technology. It's astonishing that this high-quality series starts at ¥93,000 (excluding tax).

The twin-block design on the bezel and lugs is a striking feature, adding depth and varied brilliance to the case. The strap is adorned with the initial "m," a revival design that echoes the brand's early details.

Page02.Focusing Costs Where It Matters

Focusing Costs Where It Matters

The most admirable aspect of the new "Aikon" is its case. Firstly, the beauty of the case edges. Secondly, the seamless transition from case to bracelet. Thirdly, the skillful alternation between polished and satin finishes. No edge is softened; this is what gives it its sharp impression. To be frank, a comparison with other watches in the same price range makes the difference immediately apparent.

Maurice Lacroix has the capability to produce cases in-house, but for the "Aikon," they outsourced manufacturing to an external supplier to reduce costs. However, precisely because they can produce in-house, their specifications for the order are extremely strict. They know what needs attention and how to create a beautiful case. Their in-house manufacturing experience serves as a strength, enabling them to maintain their quality even when outsourcing.

“The bracelet is also newly developed. We believe there is a definite demand for something that can be worn casually, is reliable, and has a finish comparable to luxury mechanical watches. And another thing: we paid close attention to the feel of the chronograph pushers. Although this model is quartz, the button operation feels just like a mechanical one. In cars, the way sound is transmitted when closing a door is said to be important for user satisfaction; for watches, it’s the tactile feedback of the chronograph pushers,” says Stéphane Waser.



Maurice Lacroix is a small watch manufacturer with a total staff of 70. There is one veteran staff member in their 50s, while the planning and design departments each have staff in their 40s. The rest of the team is largely composed of staff in their 30s, making it a young company. As it's a young brand, it has many young employees.

Another characteristic of Maurice Lacroix's current structure is that they do not separate responsibilities between manufacture models and accessible models. This has been the policy since Stéphane Waser became CEO in 2014. Conversely, it means that by mobilizing the knowledge of the team capable of producing manufacture-level watches, they can achieve this level of quality and atmosphere even in their entry-level models.

“Brands that become too large find it difficult to take risks. However, at our scale, we can still move nimbly,” says Stéphane Waser. Maurice Lacroix is highly regarded in Europe for both its craftsmanship and design capabilities. He promised us that they will continue their diligent efforts to replicate that success in Japan.