Maurice Lacroix Logo PNG
Maurice Lacroix is a Swiss luxury watchmaker, renowned for its innovative designs and craftsmanship. Currently, the firm focuses on producing high-end timepieces, blending tradition with modern aesthetics. With a significant presence in Europe, Asia, and North America, it caters to discerning watch enthusiasts globally. The company, a subsidiary of the Desco Luxury Holding AG, continues to uphold its Swiss watchmaking heritage while adapting to contemporary market demands. With a commitment to excellence, it stands as a prominent name in the horological world.
Meaning and history
Maurice Lacroix, a luminary in the Swiss watchmaking realm, boasts a history marked by evolution and innovation. Originating in 1975, it emerged as a brand under Desco von Schulthess, a company with roots dating back to 1889, involved in silk trading before transitioning to timepieces in the 1940s.
Maurice Lacroix’s inception saw it leveraging Desco’s existing watchmaking infrastructure in Saignelégier. Initially, the brand focused on creating private label watches. But by the 1990s, its distinct identity flourished as it began crafting its own innovative designs.
The late 1990s and early 2000s were pivotal. The brand embarked on producing its own movements, signaling its commitment to horological excellence. The Masterpiece collection, launched during this era, exemplified its prowess in creating complex mechanical watches.
Ownership changes came in 2006 when DKSH, a Swiss-based market expansion services group, acquired a controlling stake in Maurice Lacroix. This acquisition bolstered the brand’s distribution networks, especially in the Asia-Pacific region.
Yet, the essence of Maurice Lacroix’s operations remained untouched. The brand continued prioritizing in-house manufacturing, with the unveiling of its first entirely in-house movement, the Aikon, in 2016, cementing its status as a true manufacturer.
In recent years, Maurice Lacroix has adeptly blended tradition with modernity, ensuring its legacy while resonating with contemporary audiences. Through transitions and market shifts, the brand’s commitment to Swiss craftsmanship and innovation has remained unwavering.
Today
The logo prominently showcases the words “MAURICE LACROIX” in a bold, sans-serif font. The name is neatly positioned at the top and spans the width of the image. Below it, a distinctive symbol resembling an arch or a stylized ‘M’ is displayed, adding a touch of uniqueness to the design. Further emphasizing its heritage, the words “Manufacture Horlogère Suisse” are displayed below, indicating its Swiss watchmaking origins. The entire design is rendered in a monochromatic black tone, creating an air of elegance and simplicity.
