Vintage Maurice Lacroix wristwatch

Maurice Lacroix is a Swiss watchmaker founded in 1975 by Desco von Schulthess, a company that had been in the silk trade since 1889. Desco had also been a representative for luxury watches since 1946, and in the early 1960s they acquired an assembly facility in Saignelégier, Switzerland. This facility was used to produce private label watches for third parties. In 1975, Desco decided to launch their own watch brand, and they chose the name Maurice Lacroix. The name was chosen in honour of Maurice Lacroix, who was a former employee of Desco and a respected watchmaker.

The first Maurice Lacroix watches were produced in Saignelegier, and they were immediately successful. The watches were known for their high quality and their affordable prices. Maurice Lacroix quickly became one of the most popular watch brands in Switzerland, and they began to expand their distribution to other countries. In the 1980s, Maurice more... Lacroix began to produce more complicated watches, such as chronographs and tourbillons. They also began to experiment with new materials, such as titanium and carbon fiber. In the 1990s he company opened new subsidiaries in Europe and Asia, and they also began to produce watches for other brands, such as TAG Heuer and Zenith.