Once again, Maurice Lacroix returns to the urban landscape in its role as Official Timekeeper of the King of the Court. On the eve of the Royal Championships in Rotterdam, the brand from the Franches Montagnes, will unveil the AIKON #tide KOTC, a special edition watch incorporating innovative #tide technology.
Building on its partnership with King of the Court (KOTC), Maurice Lacroix unites its urban-themed design language with the dynamic sport of Beach volleyball and #tide sustainability, all distilled into one groundbreaking package.
Maurice Lacroix became the Official Timekeeper of King of the Court in 2021. KOTC holds Beach Volleyball tournaments around the globe, bringing beach excitement to some of the world’s most prominent cities. This highly accessible sporting format invites spectators to almost come within touching distance of the adrenaline-packed action, courtesy of sky boxes arranged around the perimeter of the court. These modern-day coliseums see the world’s finest male and female Beach volleyball teams do battle in the pursuit of podium glory.
In 2021, Maurice Lacroix announced another innovative initiative, the inaugural AIKON #tide. The urban-themed watch is made from ocean-bound upcycled plastic. It takes 17 bottles to make one AIKON #tide and its user-friendly packaging, which means 17 fewer bottles polluting the ocean. The AIKON #tide shares the same attributes as other members of the AIKON family, namely Swiss quality, precision, notable wearer comfort and, consistent with all Maurice Lacroix models, high perceived value. By recovering plastic bottles from the ocean, Maurice Lacroix has contributed to making the World a cleaner, better place for everyone.
The new AIKON #tide KOTC is dressed in a stealthy shade of black and incorporates golden accents, a stylish combination inspired by the KOTC colour scheme. Close examination of the dial reveals a motif comprising numerous iterations of the KOTC crown-themed emblem. The hour and minute hands, as well as the indexes, are dressed in white Super-LumiNova®. A minute track is presented on a golden flange encircling the dial while the prevailing date is shown at 3 o’clock. The case and bezel are understated, designed to play a deferential role to the detailed dial area headlining on the centre court. The black rubber strap sports a golden Maurice Lacroix ‘M’ logo and the watch is equipped with the company’s Easy Strap Exchange system, providing a simple means of switching one strap for another without the need for tools.
Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “The AIKON #tide KOTC perfectly encapsulates who we both are. Maurice Lacroix is urban, accessible and celebrates success, values we share in common with King of the Court. Moreover, we also wanted to showcase the AIKON #tide, a sustainable approach to watchmaking that removes plastic from our oceans while delivering Swiss precision timing. It’s a win-win.”
Wilco Nijland CEO & Founder Queen & King of the Court added “Our partnership with Maurice Lacroix felt from the beginning way more than just a collaboration. It feels like we are part of the ML family and that we are one team. When I saw the first King of the Court watch Maurice Lacroix created for us: it was such a special feeling to see this watch: great pure mix of both brands in a jewel.
With the introduction of the second KOTC watch, we add such a beautiful watch to the ‘collection’. A watch with a true story behind it. Made from plastic from the ocean and created for beach volleyball lovers.”
Maurice Lacroix AIKON #tide KOTC Technical Specifications
Ref. AI2008-00000-V00-0 – 750,00 CHF, Incl. VAT / 800,00 €, Incl. VAT
Movement
- Quartz
- Functions “Hours, minutes and seconds.
- Date at 3 o’clock.”
Case & Dial
- Case diameter 40 mm
- Case Height 11 mm
- Case material Made from ocean-bound upcycled plastic
- Case setting No
- Water resistance 10 ATM
- Case Black case with black bezel in #TIDE material
- Dial Black dial with “King Of The Court” pattern in gold color and external ring in gold color, date at 3 O’C
- Index Gold color index with white SLN
- Hands Black facetted hour and minute hands with white SLN, gold color second hand
Strap
- Black rubber strap with gold color M-logo and Easychange system
- Buckle: Made from black ocean-bound upcycled plastic pin buckle
YOUR TIME IS NOW WITH MAURICE LACROIX
For almost 50 years, Maurice Lacroix has demonstrated all of its watchmaking expertise, crafting watches
within the brand’s Manufacture in Saignelégier, Switzerland. Having won more than fifteen awards, the brand has demonstrated an innovative, avant-garde and perfectionist spirit over the years. Maurice Lacroix’s culture is indeed to offer affordable watches, with iconic design and high perceived value. In 2016, Maurice Lacroix reinterpreted its iconic model of the 90s, the Calypso, releasing the AIKON. Modern and daring, the AIKON is made for a generation of Millennials who are connected, cosmopolitan and talented. This ambitious generation is setting out to conquer the world’s cities, embracing their unique spirit. A constant source of inspiration for the Maurice Lacroix creative team, an active and urban brand, that thrives in the electric energy of these cities.
With this in mind, Maurice Lacroix chooses to associate its image with a set of activities that allow consumers to experience the unique vitality of city life.
YOUR TIME IS NOW
#pulseofthecity