Since day one, Swiss watchmaking brand Maurice Lacroix embrace one’s individuality and uniqueness. This year, the credo is even more through its signature Aikon Autmatic collection.
The AIKON collection is the descendant of the Calypso. This benchmark piece—the brand’s best-selling model of the 1990s with the famous six-arm bezel and the M logo relief on the leather strap. In 2016, Maurice Lacroix revamped these iconic features with the AIKON quartz.
Two years after the launch of the quartz version, the transformation continues with even more details, greater finesse and increased value. The AIKON Automatic models are eye-catching, from the bracelet to the case. The energetic, taut curves clearly communicate the modern, masculine dimension imparted to these models by Maurice Lacroix’s design.
Crafted entirely from steel, they feature satin finishes, while the edges and six signature arms on the bezel are polished. On the chronograph version, this dynamic continues in the design of the crown and pushers, which are sharp and hexagonal yet smooth to the touch.
In case you’re wondering, “What makes the AIKON so alluring?”, Maurice Lacroix Managing Director Mr. Stephane Waser was kind enough to share his insight with us.
“The AIKON carries its own style and shape effortlessly. Even during its Calypso days, the model already incorporated the distinctive features we’ve kept to this day, like the famous six-arm bezel, the flat sapphire crystal, the integrated water-resistant case and the “M” logo in relief on the straps. To add to the exclusivity of the watch, we revamped these details with the AIKON quartz, adding even more finesse to an already outstanding timepiece,” he said.
Mr. Waser also noted that current watch trends are moving in the direction of blue tones and hollow dials, which coincidentally describes the brand-new AIKON Automatic collection. The date display on the AIKON Automatic, as well as the chronograph counters on the AIKON Automatic Chronograph, are adorned in deep navy blue. With the same colour scheme interspersed throughout, from the leather straps to the dials, this mesmerising shade of blue brings forth a refreshing change.
With its Clou de Paris motif on the dial in a selection of versatile colours like blue, silver and anthratice gray, the 42mm AIKON Automatic blends seamlessly with either the five-link steel bracelet or the black, blue or brown leather straps, each decorated with the Maurice Lacroix “M” logo. The thoughtful EasyChange bracelet system provides a value-added feature, made even more practical with its ergonomic design.
If you’re into chronograph watches, check out the AIKON Automatic Chronograph, which is decorated with small squares that accentuate the blue counters for an on-trend panda dial effect. At 44mm, the larger size is punctuated with applied hour-markers, adding to its angular bevelled design. Water-resistant to 200m with a 48-hour power reserve, the ML112 calibre watch is definitely made for the strong-willed individual.
The movement of social media
As the younger market segment is growing stronger, change is inevitable. Mr Waser noted that in order to draw attention from a more youthful crowd, the new generation of watches should ideally be priced between 1,000 to 3,000 Swiss Francs (approx. RM4,000 to RM12,000). Moving forward, Maurice Lacroix has its eye on consumers within the 20 – 45 year old bracket, and therefore, more innovative and interesting marketing strategies need to be employed.
“10 years ago, we were all focused on promotional activities and print media, but today, it’s a totally different ballgame. The current generation is heavily reliant on smartphones, social media and the Internet, and as a dynamic brand, Maurice Lacroix needs to make full use of these platforms to reach out to them effectively,” he shared.
Bearing this in mind, the brand designed #Chaseyourwatch, a treasure hunt spanning three continents and four cities. Clues were left on Maurice Lacroix’s Facebook and Instagram accounts, and as the mystery unravelled, the last leg of the race took the contestants to Baselworld after they ‘unlocked’ their airline tickets and accommodation to Basel, Switzerland. There, four finalists walked away with their very own coveted AIKON Automatic Chronograph Limited Edition watches!
Mr Waser added that in order to cater to the purchasing habit of the younger group, online sales and exclusive online editions are also in the works.
[Pre-Basel] Maurice Lacroix unveils the beauty of the skeleton watch
Making its long-awaited debut at Baselworld, Maurice Lacroix introduces the AIKON Automatic Skeleton, an openwork timepiece that exemplifies the perfect marriage of precision craftsmanship, superior technology and innovative design!
Staying true to the AIKON’s distinctive features, the watch is made entirely out of brushed and polished steel, effortlessly standing out with six arms on the bezel, positioned once every two hours. Celebrating 25 years of openworking, the AIKON Automatic Skeleton’s series of five concentric circles run diagonally across the dial, adding fashion to function.
Housing the new ML234 calibre, this 45mm diameter show-stopper is water resistant up to 100m, with 52 hours of power reserve. As with its other AIKON Automatic counterparts, the Skeleton’s EasyChange mechanism allows the wearer to detach the black crocodile leather straps in mere seconds. Adorned with Maurice Lacroix’s signature “M” logo applique, understated style has never looked this good.
Further Reading: Preserving Tradition without Compromising on Innovation