Maurice Lacroix - History, Models and Owners' Reviews

Maurice Lacroix, founded in 1975 in Saignelégier (Switzerland) within the Desco von Schulthess group, grew around in-house case manufacturing and an “accessible luxury” stance. The brand targets urban wearers who value readability, careful execution and distinctive technical signatures such as the “square wheel” display in the Masterpiece line.

From Saignelégier to city streets: integrated cases and standout dials

The visual language blends contemporary sport-chic (integrated bracelets, brushed/polished facets) with staged technical dials (skeletons, “Square Wheel”), all with daily comfort and legibility in mind; the look is urban and modern while embracing clearly identifiable horological choices.

Aikon, Pontos, Masterpiece, Eliros & Fiaba: the line-up at a glance

The catalogue is organised by straightforward families, from daily drivers to more demonstrative pieces; the goal is a clean use-based choice without needless complexity.

• Maurice Lacroix Aikon — integrated-bracelet sport-chic (automatic and quartz), broad sizes and finishes; the Maurice Lacroix Aikon #tide uses upcycled ocean-bound plastic for vivid colours and light weight.
• Maurice Lacroix Pontos — contemporary dress-leaning line (three-hand, Day-Date, Chronograph) with balanced proportions and textured dials.
• Maurice Lacroix Masterpiece Square Wheel — seconds displayed by a visible square wheel with a clover wheel; Squelette and “Gravity” variants deliver a more technical stage.
• Maurice Lacroix Eliros — elegant entry line (three-hand, chronograph) with pared-back dials.
• Maurice Lacroix Fiaba — ladies’ range with compact sizes and pearl/diamond options depending on references.

Positioning, manufacturing and reach (DKSH)

Aikon/Eliros typically range around CHF 1,000–3,500 depending on versions, while Masterpiece sits appreciably higher (≈ CHF/USD 6,500–8,500 seen on some references); manufacturing is rooted in Saignelégier and distribution combines a global retail network with the e-shop, with DKSH holding a majority stake since 2011.

Conclusion

Maurice Lacroix suits those seeking a readable, contemporary watch: Aikon for integrated sport-chic, Pontos for refined daily wear, Masterpiece for stronger technical presence, and Eliros/Fiaba for understated appeal. Decide based on comfort, dial expression and budget, with options from quartz to automatic and more elaborate series. To validate your pick with real-world experience, rely on Dialicious customer reviews.

(Updated August 2025)