Maurice Lacroix is a Swiss independent watchmaker founded in 1975, headquartered in Saignelégier in the Swiss Jura. The brand sits in the upper-middle tier of Swiss Made watches, building movements and cases in-house and selling direct — a model that keeps prices more honest relative to the finishing quality than many comparably positioned names.
Two collections, two distinct characters
Nearly everything Maurice Lacroix produces falls into one of two families. The Maurice Lacroix Aikon is the sportier, more contemporary line: integrated or semi-integrated bracelet designs, bold case architecture, and a modern dial language that sits comfortably alongside designer watches at a higher movement standard. The Maurice Lacroix Pontos is the dressier counterpart — rounder case geometry, more classical proportions, and a finishing approach that references traditional Swiss watchmaking. Choosing between them is largely a question of context: the Aikon reads well in casual and business-casual settings, while the Pontos is at home in formal wear or as a considered dress watch.
What to look for when buying a Maurice Lacroix
Case diameter is the first practical decision. Maurice Lacroix men's models typically run between 40 mm and 43 mm — a range that suits most wrists without reading as oversized. Women's references tend toward 35 mm and below, often with PVD-finished cases in rose gold tones. Movement type matters here: Maurice Lacroix uses both Swiss automatic and quartz calibres depending on the reference. Automatic movements, visible through a display caseback on many models, add mechanical interest and require no battery, but need to be worn regularly or kept on a watch winder to stay accurate. Chronograph variants add a stopwatch complication via pushers at two and four o'clock — useful for timing, and a visual point of difference on the dial. Water resistance on most Maurice Lacroix references is rated to 50 m or 100 m, adequate for everyday wear and swimming but not for diving.
Maurice Lacroix watches in our selection
Our Maurice Lacroix selection spans both the Aikon and Pontos families, covering men's and women's references across analogue and chronograph configurations. The price range runs from around USD 1,250 to approximately USD 4,200, placing these watches firmly in the serious enthusiast tier — above fashion-watch territory, below the entry point of the grand manufactures. For men's options across the broader range, see men's watches; for women's references, browse the women's section. If you are considering Maurice Lacroix as a gift, the Gift Shop offers a useful starting point across categories.
Is Maurice Lacroix a luxury brand?
Maurice Lacroix occupies the upper-middle segment of the Swiss watch market — above fashion and entry-level Swiss names, but below the traditional luxury houses such as Jaeger-LeCoultre or Patek Philippe. The brand produces some of its own movements, which is relatively uncommon at this price tier, and that in-house capability is the main argument for its positioning. It is accurate to call it a serious Swiss watchmaker rather than a luxury brand in the strictest sense.
Who makes Maurice Lacroix watches?
Maurice Lacroix watches are designed and assembled in Switzerland. The company operates its own manufacture in Saignelégier, where it develops proprietary mechanical calibres alongside sourced Swiss movements for its quartz and entry-level automatic references. The brand is privately held and has operated independently for most of its history, which is relatively uncommon among Swiss watchmakers of its size.
