Maurice Lacroix

1975 as a brand of Desco von Schulthess, a Swiss trading company, Maurice Lacroix evolving from private-label watch production to an independent manufacturer known for its innovative complications and designs, especially the popular Calypso (inspiring the modern AIKON) and Masterpiece collections, achieving full vertical integration with in-house movement production by the mid-2000s, and positioning itself as accessible luxury with a youthful, urban appeal in recent years.