History of Maurice Lacroix
Maurice Lacroix is a brand of Swiss watches based in the Canton of Jura. The name "Maurice Lacroix" does not refer to an actual person, but was invented for marketing purposes.
Maurice Lacroix, has a total of 220 employees worldwide, and is a modern Swiss watch brand, represented in around 4,000 shops in more than 60 countries all over the world. The company claims that it is one of the last few independent Swiss watch manufacturers.
The company advertising states that it elevated itself to the high ranks of Swiss watch manufactures, by both maintaining traditional 'Swiss watch making art' and by creating their own unique and highly complicated movements for its Masterpiece Collection.
Maurice Lacroix further claims that its watches are known for their intricacies and attention to detail (in both watch movements and design) and also that many of their watches are hand made by skilled watchmakers.
Today, Maurice Lacroix has demonstrated its outstanding expertise primarily in the area of retrograde displays as well as chronographs and moon phase indications. This is instantiated not least by the ML 106 manufacture movement, an exclusive chronograph calibre, but above all by the Mémoire 1: With the Memory function, which found its initial application in this strictly limited chronograph, Maurice Lacroix has, in the year 2008, officially presented an entirely new Grande Complication.
Since the end of October 2006, Maurice Lacroix has been producing also complex movement components for mechanical calibres in its own workshops near Saignelégier. By that, the brand has taken its place in the exclusive club of Swiss manufacture brands.
