AIKON QUARTZ CHRONOGRAPH

Maurice Lacroix’s strategy of keeping things simple and not overthinking watchmaking has reaped repeated success with the Aikon.

For the CEO of Maurice Lacroix, Stephane Waser, the following adage surely rings true: “We return to the roots of our beginnings, and there we find the seeds of our future.” The brand faced a minor identity crisis in 2014 when he was promoted to Managing Director. In search of a foundation-building product that could easily introduce the brand to new customers, he looked at the archives and saw the Calypso. Two years later, Aikon was born. With the same spirit and style, slight refinements and more consistency in design, the sports-chic style of the Aikon now includes complex movements derived from the Masterpiece, as well as easy-wearing quartz models. It even added a segment for the ecoconscious with the Aikon #Tide, which uses upcycled plastic to produce the case.…

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CROWN (Digital) - 1 Issue, Issue 3 2024

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