Lacoste

René Lacoste, a French tennis player nicknamed 'the Crocodile' for his tenacity on the court, founded La Chemise Lacoste in 1933 with textile entrepreneur André Gillier. The company revolutionized sportswear by creating the polo shirt with an embroidered crocodile logo-claimed to be the first visible brand logo on clothing. Lacoste entered the watch market in 1994, debuting at the Basel Watch Fair. In 2006, the brand signed a long-term global licensing agreement with Movado Group, Inc. to design, manufacture, and distribute Lacoste-branded watches. The first Movado-produced collection launched in spring 2007. In 2012, Swiss family-owned group Maus Frères acquired Lacoste entirely, valuing the company at approximately €1 billion. Today, Lacoste watches continue to reflect the brand's heritage of sport-inspired design.