Heritage
Founded in Switzerland in 1975. Modern Established: 20-50 years
Maurice Lacroix is known for contemporary designs and strong value positioning. It stands out through models like the Aikon, offering modern aesthetics at accessible luxury prices.
Maurice Lacroix is owned by DKSH
Pricing & value
Retail Price range for most watches = € 1000 to 9000
Value for money when purchased at Retail Price: Strong: fair pricing / good value
Value retention: Moderate: typical depreciation
On Chrono24: 835 listings in May'26 of pre-owned automatic or manual winding wristwatches from EUR 400
Design philosophy
Design-Led: aesthetics-first, fashion influence
Predominant watch style: Dress
Other available watch style(s): Casual; Diver
Rating (1 to 10)
6 Brand reputation - Solid / Enthusiast-Approved
6 Quality of materials, finishing, dial
6 Quality of watch movement (reliability, accuracy, complications, finishing)
2 Icon / trendsetting / innovative
(*1) Net weighted rating = [brand reputation + quality of materials + quality of movement + looks + icon-trendset-innov/2 + value-for-money/2 + value retention/2] / 5.5
Value-for-money: 9 Outstanding, 7 Strong, 5 Neutral, 3 Weak
Value Retention: 8 Strong, 6 Good, 4 Moderate, 2 Weak
