Ahead of Geneva Watch Week, Maurice Lacroix, the Jura-based brand renowned for continuously striving to improve its products, further expands three of its iconic collections presenting new watch models imbued with high perceived value. Maurice Lacroix unveils four new references for the PONTOS Chronograph 43mm, as well as the latest PONTOS Day Date that now comes in new packaging made of #tide Ocean Material®, and the brand has updated AIKON Quartz, comprising four new 35mm models as well as a bi-colour watch housed in a 40mm case.
Maurice Lacroix's new PONTOS Chronograph 43mm, is all about excellence in wearability and attention to details with sophisticated sunbrushed dials, presented in a choice of black or gunmetal grey. As they can be paired with a leather strap or 3 rows bracelet, the end result feels as having two completely different watches, both in impeccably contemporary style and timeless appeal that the brand is renowned for.
All images courtesy of Maurice Lacroix Watches
Never a brand to stand still, Maurice Lacroix has revisited its highly popular PONTOS collection, releasing new versions of its Chronograph model. Already a highly refined composition, the latest PONTOS Chronograph encompasses a series of subtle, smile-inducing enhancements, designed to further enrich the overall ownership experience. The hour track now features Arabic numerals, denoting the hours clearly while simultaneously infusing the dial with a dose of modernity. The hour and minute hands are partially openworked and incorporate white Super-LumiNova, augmenting visibility in dim light conditions. This luminescent treatment is also repeated on the central chronograph seconds hand.
Throughout this composition, Maurice Lacroix’s design team has focussed on optimising legibility and enriching the overall sense of luxury. The minute track is presented on the flange, clear and crisp, while the dial’s surface encompasses a sunray motif that wonderfully engages with light. The 12-hour chronograph register, positioned at 6 o’clock, incorporates a date display which is presented on a colour coordinating disc, adding to the overall sense of cohesion. An exhibition caseback affords sight of the automatic ML112 calibre. The movement is appointed with Côtes de Genève and circular graining, while the rotor is embellished with vertical Côtes de Genève and sun brushing. Wearers are indulged with a choice of a 3-rows stainless steel bracelet or black leather strap. The latter option comes with the now-legendary M-logo, a detail that reinforces the overall sense of sumptuousness. Consistent with its popular AIKON collection, the new PONTOS Chronograph 43mm features the brand’s Easy Strap Exchange System, providing a simple, user-friendly means of swapping the strap for an alternative without the need for tools.
The packaging for the new PONTOS Chronograph is yet another example of Maurice Lacroix’s proactive approach to watchmaking. Building on the successful launch of the AIKON #tide collection, a range of models made from upcycled ocean-bound waste, the brand is now supplying all its watches in packaging made of #tide Ocean Material®. It takes 34 bottles to make each watch box which means 34 fewer bottles polluting the sea. Each box includes a space to store an additional strap in a dedicated compartment and features a QR code which, when scanned, links to a digital user manual, obviating the need for paper instructions, once again mitigating any ecological impact.
While the previous version of the PONTOS Chronograph was unquestionably impressive, the Jura-based watch brand has continuously sought to improve the watches it produces. This is manifest with the latest PONTOS Chronograph 43mm, a model that serves to underscore the company’s reputation for delivering high perceived value.
Maurice Lacroix PONTOS Day Date 41mm
The PONTOS Day Date has been updated and now benefits from several subtle enhancements. Consistent with Maurice Lacroix’s unrelenting pursuit of continuous improvement, the latest PONTOS Day Date is not only better, it now comes in new packaging made of #tide Ocean Material®, helping to make the seas that little bit cleaner. Moreover, each watch, whether worn on a strap or bracelet, upholds the brand’s reputation for delivering high perceived value.
The Maurice Lacroix PONTOS has always been a refined expression of luxury watchmaking where seemingly small details collectively promise lasting ownership delight. Now, the model has evolved, proffering even higher standards of refinement while at the same time upholding Maurice Lacroix’s reputation for delivering high perceived value. By judiciously juxtaposing different hues, textures, lines and curves, Maurice Lacroix has produced a dial that is rich in detail, beautifully appointed and eminently simple to read. Faceted hour and minute hands, lined with white Super-LumiNova, collaborate with applied indexes to impart meaning clearly and with style. The minute track does not hug the edge of the dial, but sits inside the hour track, providing an attractive break with tradition. Slightly recessed, the track employs neat markings and uses tonal contrast to provide an effective means of delineation. As the model’s name implies, the dial is endowed with two apertures, one positioned below 12 o’clock, showing the prevailing day, and a second at 6 o’clock, indicating the date. Once more, by playing with depths, the brand has enriched the appearance of the dial. The PONTOS Day Date is offered in a choice of three dial colours, including black, silver and anthracite. All dials are enlivened with a sunray motif, complemented with silver or golden-toned hands and indexes. The stainless case, measuring 41mm in diameter, unites brushed and polished surfaces to bestow a sophisticated look while the automatic ML143 calibre can be admired via the exhibition caseback. The movement is appointed with Côtes de Genève and colimaçon and the rotor is embellished with vertical Côtes de Genève and sun brushing. Wearers are indulged with a choice of a 3-rows stainless steel bracelet or black leather strap. The latter option sports the M-logo, a detail that reinforces the overall sense of sumptuousness. Consistent with its popular AIKON collection, the new PONTOS Day Date features the brand’s Easy Strap Exchange System, providing a simple, user-friendly means of swapping the strap for an alternative without the need for tools. The packaging for the new PONTOS Day Date is yet another example of Maurice Lacroix’s proactive approach to watchmaking. Building on the successful launch of the AIKON #tide collection, a range of models made from upcycled ocean-bound waste, the brand is now supplying all its watches in packaging made of #tide Ocean Material®. It takes 34 bottles to make each watch box which means 34 fewer bottles polluting the sea. Each box includes a space to store an additional strap in a dedicated compartment and features a QR code which, when scanned, links to a digital user manual, obviating the need for paper instructions, once again mitigating any ecological impact. While the previous version of the PONTOS Day Date was unquestionably impressive, the Jura-based watch brand has endowed this new model with an array of refinements, heightening the overall ownership experience.
Recommended retail price
For models with leather strap: CHF 1’900.-
For models with stainless steel bracelet: CHF 1'950.-
In 2016, the Maurice Lacroix AIKON burst onto the watch scene, uniting urban style and Swiss precision while simultaneously delivering high perceived value. Appealing to both Millennials and members of Gen Z, the urban-inspired watch has proved to be a remarkable success. Nevertheless, the forward-looking watch brand never rests on its laurels, continuously seeking to deliver more. For 2023, Maurice Lacroix unveils a new, updated AIKON Quartz, comprising four new 35mm models as well as a bi-colour watch housed in a 40mm case.
In 2016, Maurice Lacroix reinterpreted its iconic model of the 90s, the Calypso, culminating in the release of the AIKON Quartz. Since its release, the AIKON has proved to be a bestseller for the Jura-based watch brand and the collection has grown to encompass mechanical movements, different dial colours, various case materials and complications. From the outset, the model, with its distinctive bezel endowed with six arms, resonated with style conscious wearers appreciative of its modern looks. Other distinguishing features include a flat sapphire crystal, sitting flush with the neighbouring bezel, the screwed crown and screwed caseback, as well as the integrated bracelet or strap.
Nevertheless, despite enjoying extraordinary success with its urban-inspired model, the Swiss brand continues to conceive new versions of its iconic watch. In this instance, Maurice Lacroix has revisited the inaugural AIKON Quartz and updated the model, releasing four new 35mm references as well as unveiling a new bi-colour watch housed in a 40mm case.
While on vacation this season, ‘escape from it all’ with a summery watch sporting a fresh-faced white dial. This latest model, housed in a 35mm stainless steel case, is water resistant to 100m, making it ideal for ‘chillin’ by the pool. When the sun goes down and the dance floor beckons, this highly versatile watch sparkles with its diamond-set indexes, while evincing a bright glow with its luminescent hands. A centre seconds hand and date aperture at 3 o’clock complete the inventory of functions. The watch is available on a choice of a 5-rows stainless steel bracelet or a white M-branded rubber strap. Consistent with other AIKON models, the watch is endowed with an Easy Strap Exchange system, allowing the wearer to swap the strap for an alternative without the need for tools.
While the white dial evokes thoughts of purity, the new black dial looks dark, knowing and naughty! Sharing the same case and dial layout as its virtuous sibling, this horological temptress is highly practical, day or night, but also notably glamorous with its diamond-set indexes. Presented on a black M-branded rubber strap, the watch can easily blend with the night sky when discretion is required.
For a more conservative look, the new blue dial proves an elegant expression of urban-style with its silver-toned indexes incorporating Super-LumiNova® treatment. The matching hour and minute hands also evince a nocturnal glow, aiding readability in dim light conditions. Once again, housed in a 35mm stainless steel case, the watch is presented on a blue M-branded rubber strap, matching the dial and its effortlessly cool vibe.
Maurice Lacroix unveils a new bi-colour #AIKON presented in a 40mm case that delivers extraordinary wrist-presence. The six-arms spanning the stainless-steel bezel are dressed in 4N PVD gold, adding a dose of warmth to the composition. The silver sun-brushed dial serves as a foil for the gold-toned hands and indexes to shine brightly, even on a grey day. The date aperture at 3 o’clock is also framed in 4N PVD gold, heightening the overall sense of luxury. Lastly, the model is presented on a 5-rows bi-colour bracelet, completing the look of this stylish ensemble.
Consistent with other AIKON models, these latest references unite contemporary style and Swiss precision while delivering high perceived value, a winning formula that Maurice Lacroix has perpetuated since the advent of the first AIKON back in 2016. Be part of the success story.
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