| - | - |
|---|---|
| Founded | 1975 |
| HQ | Saignelégier, Switzerland |
| Employees | ~400 |
| Revenue | ~$150–200 million (est.) |
| Positioning | Integrated-bracelet sports |
Maurice Lacroix was established in 1975 as part of Desco von Schulthess, a Zurich-based luxury goods firm. Based in Saignelégier in the Swiss Jura. The brand initially assembled watches for other brands before launching its own line in the late 1970s.
The Calypso (1990s) built the brand's reputation for classic styling at accessible prices. The Aikon, introduced in 2016, is a modern reworking of the Calypso with an integrated bracelet and sportier case. It has become Maurice Lacroix's flagship.
The brand has invested in in-house movements and complications, though most current models use Sellita or ETA calibers. Pricing sits in the €1,000–3,000 range — entry-level Swiss luxury aimed at buyers who want an integrated-bracelet sports watch without the five-figure price tag of a Royal Oak or Nautilus.