Maurice Lacroix

Maurice Lacroix traces its origins to 1961 when Zurich trading company Desco von Schulthess AG (founded 1889 in the silk trade) acquired the Tiara assembly workshop in Saignelégier to produce private-label watches. In 1975, Desco launched the Maurice Lacroix brand, naming it in honour of a recently deceased board member. The brand initially rolled out to Austria (1975) and Spain (1976). During the 1980s, the Saignelégier facility expanded significantly, reducing reliance on third-party assembly. A pivotal moment came in 1989 with the acquisition of case-maker Queloz SA, enabling in-house case manufacture and greater vertical integration. In 1990, the company introduced its high-end mechanical line 'Les Mécaniques', later rebranded as Masterpiece, featuring complications like retrograde displays and regulators. Maurice Lacroix S.A. became an independent legal entity in October 2001. The company marked its transition toward manufacture status in 2006 with the ML106 chronograph calibre, developed with master watchmaker Andreas Strehler. DKSH Holding acquired a majority stake in July 2011. The 2010s saw the introduction of the commercially successful Aikon collection, positioning the brand for contemporary consumers while maintaining its mechanical heritage.