Maurice Lacroix

Maurice Lacroix is a Swiss luxury watch manufacturer with production sites in Saignelégier and Montfaucon in the Jura and corporate headquarters in Zurich. The brand was created in 1975 by the Zurich trading company Desco von Schulthess AG and developed from private-label assembly into a vertically integrated watch manufacture. Maurice Lacroix produces both quartz and mechanical watches and is known for its Masterpiece line and the commercially successful Aikon collection. The company is a subsidiary of Medinova AG for certain legal/branch registrations and has been held as a majority interest within the DKSH corporate group since 2011 (see Ownership).[2]

Lead and positioning

Maurice Lacroix positions itself as a Swiss manufacture combining in-house case production and movement finishing with accessible mechanical complexity. Industry and company profiles place the brand in the mid-tier segment of Swiss luxury watches, trading on a combination of mechanical heritage (Masterpiece) and contemporary, design-led lines (Aikon).[3]

History

Expansion and vertical integration (1980s –1990s)

products	Luxury mechanical and quartz wristwatches

parent	Medinova AG (Zürich)

num employees	Approx. 200 – 250

production	Approx. 120,000 watches/year (c. 50,000 mechanical).‡R1R‡

revenue	CHF 99.8 million (2013).‡R1R‡

website	https://www.mauricelacroix.com

By the 1980s the Saignelégier facility had grown and Maurice Lacroix reduced third-party assembly. In 1989 the company acquired the case-maker Queloz SA in Saignelégier, enabling in-house case manufacture and increased vertical integration.[4]

In 1990 the firm introduced its high-end mechanical line, initially marketed as Les Mécaniques and later rebranded Masterpiece, a collection characterised by complications such as retrograde displays, regulators and exhibition casebacks.[5]

Corporate independence and manufacture development (2001 –2010)

In October 2001 Maurice Lacroix S.A. became an independent legal entity separate from Desco von Schulthess. In 2006 the company introduced the ML106 chronograph calibre developed in cooperation with Andreas Strehler, marking a step toward in-house calibre development and higher mechanical complexity.[6]

Ownership changes, DKSH and sale rumours (2011 –present)

In July 2011 DKSH Holding acquired a majority stake in Maurice Lacroix, integrating the brand into DKSH's distribution network.[7]

The company was put up for sale repeatedly in the 2010s and early 2020s, and reporting in business press documented interest from buyers and DKSH's intent to divest despite profitability. In April 2022 Maurice Lacroix stated it was profitable but remained for sale, according to Bloomberg reporting.[8]

Business case studies and executive-education summaries have examined Maurice Lacroix as an example of brand repositioning and manufacturing strategy; these documents provide detailed chronological corporate information and management commentary.[9]

type	Subsidiary
industry	Watchmaking
founded	1975
founder	Peter Brunner; Desco von Schulthess AG
location city	Saignelégier, Jura
location country	Switzerland 47.25876°N, 6.99686°W
area served	Worldwide
key people

Lead and positioning

History

Desco von Schulthess and the brand launch (1961 –1975)

Expansion and vertical integration (1980s –1990s)

Corporate independence and manufacture development (2001 –2010)

Ownership changes, DKSH and sale rumours (2011 –present)

Corporate structure

Manufacture, workforce and production

Products and collections

Masterpiece watches

Manufacture movements

Aikon

Other ranges

Recent releases

Market position and finance

Sponsorships and ambassadors

Reception

Selected further reading & case studies

External links

References