AIKON QUARTZ

Pastel tones and a touch of glamour put you in the perfect summer mood. A while ago, while gazing out over the snow-covered landscape surrounding the manufacture in the Swiss mountains, the Maurice Lacroix design team was struck by thoughts of pale pink beaches, endless oceans, and cocktails under a bright blue sky. Inspired by relaxed days spent chilling out and nights spent partying under the stars, the brand designed three new AIKON Quartz timepieces in vibrant colors that exude a high degree of vibrancy. The creative design process began with the mood board—a canvas on which the brand's artistic talent masterfully works with curves, lines, colors, and finishes, allowing the imagination to run wild.

In 2016, Maurice Lacroix first presented the AIKON, an urban-style watch with a quartz movement. Its design was heavily inspired by the CALYPSO, a highly popular timepiece the company produced in the 1990s. Since its launch, the AIKON has undergone continuous evolution—from optimized finishes to the color palette and sizes, to materials and complications. And while the Swiss watchmaker continually strives for improvement and progress, it has never wavered from consistently delivering high perceived value—an attribute that Maurice Lacroix wearers particularly appreciate about the brand.

Now the company from Freiberg is introducing a total of three new AIKON Quartz watches: two 35 mm models, both with diamond-set indices, and a larger 40 mm timepiece with simple, rhodium-plated indices.

As with many luxury products, the creative process began with a mood board, a frequently used inspirational tool. The design team gazed out over the snow-capped mountains outside their studio and imagined a chilled-out time in Florida, where pastel blue water meets sunny beaches and Art Deco buildings in chrome and neon line the wide boulevards. The terms "glitter," "glamour," "sparkle," and "warmth," among others, appear on a flipchart in the design studio.

The 35 mm stainless steel AIKON Quartz is available in Sunset Pink and Deep Sky Blue, two colors that evoke a sense of lightness and exuberance. The diamond-set indices sparkle in the moonlight when thoughts turn to romantic moments. Whether day or night, the AIKON Quartz always exudes an aura of elegance and sophistication.

The new model is also available in a 40 mm stainless steel case with a Deep Sky Blue dial, making it perfect for both the bright blue sky and the nightclub lighting.

All three AIKON Quartz watches are fitted with a 5-row stainless steel bracelet. Maurice Lacroix has finished both the case and bracelet with a subtle blend of brushed and polished finishes, giving the watch a sophisticated look. Like other AIKON models, the new Quartz models also feature the "Easy Strap Exchange" system, which allows for easy strap changes without the need for additional tools.

This collection puts you in a good mood: With its latest creations, Maurice Lacroix celebrates color and exudes real summer vibes.

YOUR TIME IS NOW – WITH MAURICE LACROIX

For almost 50 years, Maurice Lacroix has been demonstrating its watchmaking expertise in Saignelégier, Switzerland. Over 15 awards testify to the brand's innovative, avant-garde, and perfectionist spirit. Its constant commitment to offering affordable creations with expressive design and high perceived value has always been a priority. In 2016, Maurice Lacroix reinterpreted the legendary Calypso model from the 1990s under the name AIKON. The modern AIKON is ideally suited to millennials who are equally connected, cosmopolitan, and talented. An ambitious generation that conquers entire metropolises, absorbs their energy, and thus represents a constant source of inspiration for the Maurice Lacroix creative team. The result is active, urban timepieces whose pulse beats to the rhythm of the city. In this spirit, the watch manufacturer combines its image with a variety of activities that allow visitors to experience the unique vitality of city life.