Maurice Lacroix is in a celebratory mood as it commemorates its 50-year anniversary. In what promises to be a busy year, with several new models destined for release, the brand begins by unveiling the 1975 collection, comprising automatic and quartz references. Endowed with elegant styling and sleek proportions, the 1975 collection exudes a vintage vibe while simultaneously promising enduring appeal. Clean, refined and delivering high perceived value, the 1975 collection may be new but it remains packed with familiar Maurice Lacroix characteristics.
A spirit of innovation since 1975
Founded in 1975, Maurice Lacroix has always been dynamic, constantly seeking new ways of indicating time. After becoming a Manufacture in 2007, the brand launched several groundbreaking models, including the Masterpiece Square Wheel (2010), the ingenious Masterpiece Mysterious Seconds (2013) and the Masterpiece Gravity (2014).
A pivotal moment in the company’s history came in 2014, when the creative team delved into the firm’s back catalogue and discovered a forgotten gem, the Calypso. Maurice Lacroix reimagined the model for a modern-day audience, releasing the AIKON in 2016, an urban timepiece that immediately resonated with Millennials and Genzers and has since enjoyed much success.
Vintage inspired with modern-day appeal
Now, Maurice Lacroix, wishing to mark its 50th anniversary, unveils the 1975 collection, a series of new timepieces, skilfully crafted to win the hearts of watch fans. Each model is vintage inspired but ideally suited to modern-day life. Moreover, each reference subscribes to the brand’s winning formula, delivering a combination of Swiss craftmanship and high perceived value. When developing the new collection, the brand’s creative team revisited Les Classique, a suite of models it first introduced back in 1988. It reinterpreted each reference in a retro-modern style, embracing new, sumptuous materials.
The Maurice Lacroix 1975 collection, comprising automatic and quartz models, indulges city dwellers with a vast array of ownership options all aligned with modern tastes. Offered in various sizes, along with several dial and strap executions, each model is sleek, elegant and proffers timeless styling.
Elegant and versatile, expressed in a timeless style
The Maurice Lacroix 1975 Automatic, available in a choice of 36 mm or 40 mm case sizes, unites vintage-inspired aesthetics with Swiss mechanical know-how. Since its inception, Maurice Lacroix has always believed in offering consumers choice, hence for those customers who prefer a quartz movement, the Swiss marque also offers the aptly named 1975 Quartz, housed in a 39 mm case. Both automatic and quartz models are available in a choice of three dial colours: blue, black or silver.
Classic dauphine-style hour and minutes hands collaborate with hand-applied, trapeze-shaped hour markers to indicate the prevailing time. The hands and hour markers are faceted and diamond polished, while the dial is adorned with a sunbrushed motif that wonderfully toys with light. The date is shown at 3 o’clock on automatic models and 6 o’clock on the quartz references. A crisp track fringes the dial, while a central sweep seconds hand completes the inventory of functions.
Swiss craftsmanship with an urban edge
Keen to showcase its expertise, Maurice Lacroix has equipped each version of the 1975 collection with a ‘Masterpiece specification’ case, uniting both brushed and polished surfaces. Close examination of the caseband reveals an intricate play of contrasting finishes, a feat that requires much skill to execute. This blend of finishes is repeated on a new 5-rows steel bracelet equipped with a folding clasp.
Alternatively, the model can be specified with a colour coordinating leather strap featuring a new Maurice Lacroix embossed logo and secured with a pin buckle.Both the bracelet and strap options come with the Maurice Lacroix Easy Strap Exchange system. This feature allows the wearer to adapt the look of their watch, swapping the bracelet or strap for an alternative with just a few user-friendly clicks. While there are some subtle differences between the 1975 Automatic and Quartz references, all models share the same refined case execution, bracelet and strap; the family likeness is clear to see!
Another important milestone
Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “When creating the 1975 collection, we sought to capture the essence of Maurice Lacroix, expressed in watches that are fresh, contemporary and timeless. The resultant collection embodies everything we stand for…a celebration of 50 years of craftsmanship and innovation.”
