When I reached out to Maurice Lacroix asking for the #tide, I was not expecting them to send me 8 pieces from the 10 pieces (13 if considering the later released FIBA 3×3). A big surprise was to find included in the received box the complete retail packages for all 8 watches. So while I photographed all Maurice Lacroix AIKON #tide in various combinations, I created videos with only 3 of them. You will spot quite fast which ones were Diana’s and my favourites. Don’t forget to go to the end gallery (Trust me, is the largest out there…). So let’s dive in!
Spring! The pandemic’s lockdowns and restrictions start to be lifted all over the world. People finally go out from the last 2 years’ numbness. What better time for Maurice Lacroix to launch the next big thing… So here it was, the Maurice Lacroix AIKON #tide – a watch created from recycled plastics. But not any plastics but the ones collected from oceans by the wonderful organisation that is #tide (more about them here).
The launch campaign was quite impressive and we noticed that most of the #mlcrew participated. Great help and support in spreading the word: having a super cute and affordable watch that makes, with each piece, the oceans a bit cleaner is something to have.
Maurice Lacroix AIKON #tide
The AIKON #tide classic line (not the FIBA 3×3) includes 10 colour variants on black or white strap. Being made from recycled materials, the brand experimented with colours that can be found on the cases or even dials. Some of the models even include sparkling indexes.
Who said plastic cannot be fun?
Many of us disregard used plastic. But plastic can be an excellent raw material for super cool objects. Unfortunately, much of the plastics thrown reach the oceans. We can thank organisations like #tide for organising the oceans cleaning and the processes that lead to having the plastic garbage as prime material for watches (and not only).
After that, it comes ML’s turn to use the material in an appealing way. The brand opted to use the most urban explorer of all, the AIKON, as a canvas for expressing creativity. Maurice Lacroix has chosen mostly pastel colours but also some strong variants like black or dark blue.
The retail package consists of an exterior cardboard box, a paper warranty card, a textile #tide bag, a plastic mug made in the same material as the watch case, the watch holder in the same material with a printed QR-code for the user manual and the watch itself. It is quite an impressive packaging and very sustainable oriented. The bag and the mug can be used daily. My favourite activity would be snorkelling – using the bag to hold the gathered shells. The mug can be used with pride for a daily coffee.
The AIKON case
The 40mm diameter case is a well-chosen compromise to fit most of the wrist sizes. Creating several sizes will burden the collection too much, plus it will increase the end price due to the multitude of manufacturing processes (note: using the same mould for more pieces result in a lower manufacturing cost so less to pay by the consumer).
The AIKON case with its original and recognisable design with six notches bezels integrates a natural rubber strap in black or white (with the Maurice Lacroix logo in the colour of the case). It was a big surprise to find out what is happening when some of the watches are exposed to UV light – they simply glow like crazy…
So I played quite a lot with the UV light to discover the most impressive and glowing combo.
The waves dial
Maurice Lacroix AIKON #tide comes with a maritime-theme-inspired dial – waves. All colours have their specific shine and behaviour. I was mostly impressed by the green and the orange versions as having the most spectacular appearance in the strong sunlight.
Some dials are adorned with coloured baton indexes with SuperLuminova insert. The hands are in black with SuperLuminova. The luminescent substance is white with a green glow.
The sparkling variant comes with white hands with the same luminous material but the indexes hold 4 stones each. While these versions do not offer the same low-light spectacularity, in the direct sunlight, the sparkles are unleashed for the joy of the wearer.
Interesting to see, that even if the cases are reacting to the UV light, the dials do not shine in UV light. At least not as bright as the cases and the SuperLuminova, so they are manufactured from a different material. The legibility is, as expected, excellent…
Maurice Lacroix chose to use quartz in this fun and loveable piece. This reduces the price in a significant way. Also, it makes it more interesting for the new generations “scared” by the idea of a “sensible” mechanical piece that needs to be winded each 2-3 days. Changing the battery every few years for a watch is peace of mind.
The brand does not specify the movement specs, but I am expecting one of the Swiss players to be involved with a battery life of at least 2 years. The date is a useful and cherished addition.
Since there are no mechanics to display on the back, the AIKON #tide was fit with a full caseback in the same colour as the rest of the case. It is fixed with the help of 7 screws. The caseback bears proudly the “#tide OCEAN MATERIAL” embossing. The rest of the details are printed. The most important message – “MADE OF RECYCLED MATERIALS” – contributes to the raised awareness.
The back of the watch reveals the easy change system of the strap. That means it would be possible to change later the straps between the watches. I will be curious if the brand will later offer the straps as an add-on purchase.
It’s cool but…
Am I saving the oceans by buying a Maurice Lacroix AIKON #tide? The truth is no. But you are contributing to the process of cleaning it. You are helping create a system based on recycling. You are raising awareness.
The watch is a good platform for the new generations to get into watches. It is spectacular, attracts curiosity, it is an excellent conversation starter.
The drawback of this watch is that it uses a battery. At this moment in time, batteries are a big no when it comes to sustainability (produce quite a lot of CO2 in production and are hard or impossible to recycle). So a truly sustainable watch would be from recycled materials, would have a mechanical movement and an expected life to make it usable also in 20 or more years.
But a fully sustainable watch would be much more expensive (maybe ten times or more) so this is an excellent start: because it supports #tide in their action of cleaning the oceans, and offers a very attractive piece at an affordable price. In the battle of saving our planet, some compromises must be made. Maurice Lacroix created a sweet and lovely watch.
I will wear it? Definitely! I will cherish it as a constant reminder that we must be active with our lifestyle by doing the right things and being eco-conscious.
Diana’s take: I like the watch. It is fun and fresh. It brings a summer feeling to the wrist. I appreciate the fact that was manufactured using recycled materials and the message that caries. But I wished for it to be mechanical. I am a hardcore fan of automatics.
Maurice Lacroix AIKON #tide Technical data
- Case diameter – 40mm
- Case height – 11mm
- Case material – Made from ocean-bound upcycled plastic
- Water resistance – 10ATM
- Dial – Vagues du Jura finish and date at 3 o’clock
- Strap – FKM rubber strap, M logo and easy change system
- Movement – Quartz
- Functions – Hours, minutes and seconds & Date at 3 o’clock.
- Price – 690€ – 850€