Discover Maurice Lacroix: history, sales estimates, most famous models, price range

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 in EURO from 1000 to 5000

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

Watch movements

Architecture: Enhanced Industrial: modified calibres

Movements predominantly: Purchased from third party and in-house enhanced

Quality level: High: well-executed movements

Movement in Masterpiece Triple Retrograde : ML291

Production

Watches are produced in Switzerland

Estimated quantity of watches annually produced or sold: 60,000-100,000

Quality of materials and finishing: Good - solid mid-tier.

Rating (1 to 10)

6 Brand reputation

Brand credibility among watch enthusiasts: 6 - Solid / Enthusiast-Approved

6 Quality of materials, finishing, dial

6 Quality of watch movement (reliability, accuracy, complications, finishing)

6 Aesthetical looks

2 Icon / trendsetting / innovative

5.5 Total score (including impact of value for money & value retention)

Maurice Lacroix