Maurice Lacroix is a Swiss watch brand founded in 1975 and based in Saignelégier, a village in the Franches-Montagnes area of the Swiss Jura. Its origins lie with the Zurich trading company Desco von Schulthess, which had set up a watch assembly operation in Saignelégier in 1961 before launching its own brand. Maurice Lacroix says it became a watch manufacture in 2007. It then introduced mechanically inventive models such as the Masterpiece Square Wheel in 2010, the Masterpiece Mysterious Seconds in 2013 and the Masterpiece Gravity in 2014. Since 2011, the company has been owned by the Zurich-based trading group DKSH.
Today Maurice Lacroix is best known for the Aikon. The brand released it in 2016 as a modern reinterpretation of the Calypso, a model it had rediscovered in its archives, and it now spans integrated-bracelet automatic and quartz models. The current catalogue also includes the Masterpiece, Pontos and Fiaba lines and the 1975 collection, which was launched for the brand’s 50th anniversary in 2025. The brand describes its approach as combining urban style, Swiss craftsmanship and high perceived value. Its pricing is accessible for a Swiss brand: Europa Star cites 1975 models from CHF 650, while Masterpiece pieces exceed CHF 12,000.
