Maurice Lacroix (Rus. Maurice Lacroix ) is a premium brand of Swiss watches .
| Maurice Lacroix SA | |
|---|---|
| Type of | Private company |
| Year of foundation | 1975 |
| Location |  Senleje , Switzerland |
| Industry | Watch production |
| Site | mauricelacroix.com |
History
Maurice Lacroix was founded in 1975 as part of the Zurich- based Desco von Schulthess family-owned silk company. Since 1946, Desco has become a representative for luxury brands such as Audemars Piguet , TAG Heuer and Jaeger-LeCoultre . In the following years, Desco strengthened its interests in the watch business and in 1961 acquired the Tiara assembly plant in , in the canton of Jura. Here was the production of watches for third parties. In 1975, Desco began operating under its own brand - Maurice Lacroix.
By 1980, Maurice Lacroix was so successful that the company in Senleje ceased production with respect to third parties. In 1989, Maurice Lacroix took the opportunity to acquire the manufacturer Queloz SA, also based in Senleje. The peculiarity in the manufacture of watches in the city of the foundation of the company makes it unique in comparison with other manufacturers of luxury watches.
During the 1990s, Maurice Lacroix experienced an extraordinary rise with the launch of their Les Mécaniques collection, later renamed Masterpiece [1] . During this time, the company has elevated itself to the rank of the leading Swiss watch manufacturers, supporting both the traditional features of Swiss watchmaking and creating its own lines [2] .
As of 2010, Maurice Lacroix has a total of approximately 220 employees and is represented in approximately 4,000 stores in more than 60 countries around the world.
In 2011, Maurice Lacroix, formerly part of Desco de Schulthess, gains legal independence.
Title
As the name for the brand, it was not the name of the founder of the company or the city in which it originated, as is often the case. When choosing a name, a bet was placed on harmony, as a result, the brand was registered under the name of one of the company's employees.
Production
Maurice Lacroix has introduced a number of innovations in watch manufacturing technology. The company owns the project of the first mechanical watches in the world, presented in 2008.
Sponsorship and Partnership
In recent years, Maurice Lacroix has been collaborating and contracting with many celebrities, including musician Bob Geldof , famous tennis player Roger Federer , golfer Justin Rose, and Wikipedia founder Jimmy Wales , who is the brand’s ambassador [3] .
In 2014, she signed a sponsorship contract with the football club Barcelona [4] .
Notes
- ↑ Wristwatch Annual 2011
- ↑ Maurice Lacroix A Brief Portrait Archived on May 14, 2008. - Watchlife.com
- ↑ New Maurice Lacroix messengers become Jimmy Wales and Bob Geldof
- ↑ Maurice Lacroix and FC Barcelona are now partners