Kategorien: MAURICE LACROIX

The brand originated in 1975 when the long-established trading company Desco von Schulthess began selling its own watches under the name "Maurice Lacroix"—named as a tribute to a deceased board member. The label quickly established itself in the watchmaking world. In 1989, the company acquired Queloz SA to take over case manufacturing—a crucial step toward production independence. With the "Les Mécaniques" line (later "Masterpiece") in the 1990s, Maurice Lacroix shifted its focus to in-house complications and mechanical innovations. Today, the brand stands for Swiss precision, independent manufacturing, and sophisticated design.

• 1975: Founding of Maurice Lacroix as a separate brand in the Jura Valley – origins in trade, vision for design.
• 1989: Acquisition of Queloz SA and establishment of in-house case production – beginning of a separate production chapter.
• 1990s: Launch of the “Masterpiece” collection (formerly “Les Mécaniques”) – masterpieces with complications and mechanical emotion.
• 2006: Introducing our first in-house manufactured chronograph with the ML106 caliber – the future of technical identity.
• 2000s–2010sInternational expansion – today the brand is represented in over 60 countries, with thousands of boutiques.
• 2011Majority acquisition by DKSH, Zurich – strategic strengthening while maintaining the same understanding of style.