01.06.2024

Maurice Lacroix Boutique Launch at The Exchange TRX

Celebrating a legendary driver with a timepiece featuring exceptional design and precision timekeeping.

By Lifestyle Editor

The Maurice Lacroix AI6008-PVB00-330-2 Aikon Automatic watch (Pictures Courtesy of Maurice Lacroix)

For almost 50 years, Swiss-based Maurice Lacroix has demonstrated all of its watchmaking expertise, crafting watches within the brand’s Manufacture in Saignelégier, Switzerland. Having won more than fifteen awards, the brand has demonstrated an innovative, avant-garde and perfectionist spirit over the years. Maurice Lacroix’s culture is indeed to offer affordable watches, with iconic design and high perceived value.

In 2016, Maurice Lacroix reinterpreted its iconic model of the 90s, the Calypso, releasing the AIKON. Modern and daring, the AIKON is made for a generation of Millennials who are connected, cosmopolitan and talented. This ambitious generation is setting out to conquer the world’s cities, embracing their unique spirit.

With that in mid, Maurice Lacroix has just opened a new boutique in Kuala Lumpur, Malaysia. The Maurice Lacroix boutique has been created in collaboration with Watatime, Malaysia’s leading authorised retailer of luxury watches. Upholding the brand’s distinctive ‘cool and young’ style of expression, this latest boutique is the third mono-brand ML store. Visitors to the boutique can view the company’s full product portfolio and learn more about the brand from the Franches Montagnes, its philosophy and its unique expressions of Swiss watchmaking. The opening of the new Kuala Lumpur boutique represents the latest chapter in the luxury marque’s global expansion strategy.

“Our urban watches are made for the fast-paced life of city living. The design of this latest boutique is inspired by the buildings, the streetscape and the vibrant tempo we associate with the great metroplises around the globe. The result looks cool and young. We are glad to be in Kuala Lumpur and plan to open another boutique very soon... maybe a little closer to home!”

Marcel Gut, Chief Commercial Officer of Maurice Lacroix

When Maurice Lacroix released the inaugural AIKON collection in 2016, it never envisaged that the urban-themed watch would go on to become a box-office sensation. The spiritual successor to the hugely popular Calypso model of the 90s, the AIKON tapped into the widespread affection for sporty-elegant timepieces. Youthful and stylish, the AIKON, with its refined dial and sumptuous case finishing, delivered high perceived value, an attribute that resonated with millennials and subsequently Gen Zers. Over the years, the popularity of the AIKON has grown exponentially, leading to the brand releasing new variants in an array of sizes, colours and materials along with some incorporating complications.

Maurice Lacroix watches

Despite the AIKON’s meteoric rise, Maurice Lacroix is not a ‘one-hit wonder’ and continues to enjoy much success with its ELIROS, FIABA, MASTERPIECE and PONTOS models. Keen to build on its achievements, Maurice Lacroix is planning to open further mono-brand boutiques in prominent cities around the globe. These retail destinations will allow clients to view all of the brand’s collection, set against an exciting urban-themed backdrop dressed in neon, metal and concrete.

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