The passage of a century marks a profound milestone for any manufacturing entity, a testament to endurance, adaptation, and an unwavering commitment to a core mission. In 2025, German watchmaker Laco reaches this significant anniversary, celebrating 100 years of crafting timepieces defined by their functional integrity and distinct design language. To commemorate this history, Laco has introduced a special campaign and a unique watch, the FRIEDA, which serves not as a commercial product, but as a tribute to the brand’s origins and a gift to its community.
Since its establishment in Pforzheim in 1925, Laco has carved out a distinct identity in the world of horology. The company, founded by Frieda Lacher and Ludwig Hummel as Lacher & Co., quickly became associated with precision and quality. This reputation was solidified during the 1940s when Laco became one of a handful of manufacturers authorized to produce the highly specialized "Beobachtungsuhr," or observation watch, for German aviators. These oversized, 55-millimeter instruments were built to stringent military specifications, prioritizing absolute legibility and accuracy for aerial navigation, and their DNA is still profoundly evident in Laco's collections today.
Courtesy of Laco
This deep-rooted history in aviation informs the brand's design philosophy, which favors functional clarity over superfluous decoration. The classic pilot watch, or "Flieger," remains a cornerstone of the Laco catalog, but the brand has not remained static. Its modern collections include rugged tool watches, sophisticated chronographs, and contemporary interpretations of its historical designs. Laco continues to champion character and substance, offering configurable models that allow customers to create a watch that reflects their personal style, all while remaining true to the manufacturing principles that have sustained the company for a decade.
For its centennial, Laco is launching a unique initiative titled "100 Years – 100 Days – 100 Watches." This campaign underscores the brand's focus on its community of enthusiasts and collectors. Instead of releasing a high-priced, commercially available anniversary model, Laco is giving away 100 examples of an exclusive special edition watch. This distribution will occur over a 100-day period, from July 19 to October 26, 2025, ensuring a broad and engaging celebration that extends beyond a single launch event.
The watches will be distributed through a variety of channels, making them accessible to a global audience. Giveaways are planned via Laco’s own online store, through promotions on its social media platforms, and as part of its newsletter activities. The brand is also collaborating with select media partners, bloggers, and YouTubers to host giveaways, further widening the campaign's reach. To keep prospective participants informed, a frequently updated calendar on the Laco website will provide a clear overview of where and when the next opportunity to win a watch will arise.
At the center of this celebration is the watch itself, the FRIEDA. In a significant departure from Laco's tradition of naming its models after cities, this timepiece is named in honor of Frieda Lacher, the co-founder of the company. This gesture is a powerful tribute to a key figure in the brand's history, a woman who demonstrated remarkable entrepreneurial spirit and determination. In 1925, it was highly unconventional for a woman to be in a business leadership position, and her role in founding the company represents a legacy of courage and vision that Laco continues to uphold.
Courtesy of Laco
The FRIEDA is a strictly limited edition, with only 100 pieces produced, one for each year of the company’s existence. Each watch is individually marked with a serial number engraved on its case back, certifying its place within this exclusive series. This model is not available for purchase, making its acquisition a matter of chance and participation in the anniversary campaign. This approach transforms the watch from a mere product into a coveted piece of the brand's history, a tangible connection to the centennial celebration.
Visually, the FRIEDA presents a compelling fusion of historical design and modern aesthetic choices. The 42 mm stainless steel case has been treated with a dark sandblasted finish, giving it a muted, utilitarian appearance that feels both tactical and refined. This non-reflective surface is a direct nod to the functional requirements of early pilot watches, where minimizing glare was paramount. The case measures a contemporary 11.75 mm in height with a 20 mm lug width, ensuring a comfortable and balanced presence on the wrist.
A defining characteristic of this anniversary edition is a subtle engraving on the side of the case, which reads "Laco 1925–2025." This discreet marking serves as a constant reminder of the watch's historical significance, celebrating the century of craftsmanship that it represents. The case is also equipped with a flat sapphire crystal over the dial, which features an internal anti-reflective coating to maximize clarity and reduce distortion from ambient light.
The dial of the FRIEDA is arguably its most striking feature. It adheres to the classic Type A pilot watch layout, characterized by large, clear Arabic numerals for the hours and a distinct triangular marker with two dots at the 12 o'clock position. This design was engineered for immediate legibility under any conditions. What sets this dial apart is its color and texture. It features a deep, dark red hue with a fine grain structure, giving it a sense of depth and warmth that contrasts beautifully with the cool, dark grey of the case. This red is a deliberate nod to Laco's signature brand color.
Courtesy of Laco
To ensure functionality in low-light environments, a hallmark of any true pilot watch, the numerals, indices, and hands are generously coated with luminescent material. The Arabic figures and markers use Superluminova C1, which provides a strong green glow. The black-framed hour and minute hands, along with the second hand, are treated with Superluminova C3, offering excellent visibility in the dark and ensuring that the time can be read at a quick glance.
The reverse of the watch is just as thoughtfully designed as the front. A sapphire crystal exhibition case back offers an unobstructed view of the mechanical movement within. This feature allows the owner to appreciate the intricate workings of the caliber, including the oscillation of the balance wheel and the motion of the custom rotor. The case back is also where the individual limitation number is engraved, solidifying the exclusivity of each piece. The watch is rated for a water resistance of 5 ATM, providing sufficient protection against everyday splashes and brief immersion.
Powering the FRIEDA is the Laco 2S automatic movement, which is based on the robust and reliable Miyota 82S0 caliber. Produced by the Japanese manufacturing giant, Miyota movements are widely respected in the industry for their durability and consistent performance, making them an excellent choice for a watch designed for daily wear. This movement operates with 21 jewels and features a stop-seconds function, also known as hacking.
The stop-seconds complication allows the second hand to be halted when the crown is pulled out to the time-setting position. This enables the user to synchronize the watch precisely with a reference time source, a feature that was critical for navigational timing in early aviation and remains a valued attribute among watch enthusiasts today. The Laco 2S provides a reliable and engaging mechanical experience, connecting the wearer to the traditional art of watchmaking.
Courtesy of Laco
Completing the aesthetic of the FRIEDA is a high-quality grey calf leather strap. This choice of color complements the dark sandblasted case perfectly, creating a cohesive and contemporary look. The strap is enhanced with dark red stitching along its edges, a subtle yet impactful detail that echoes the color of the dial and ties the entire design together.
The strap is fastened with a dark sandblasted stainless steel buckle that matches the finish of the case. The buckle is also engraved with the Laco logo, demonstrating a commitment to cohesive design down to the smallest components. The complete watch, with its leather strap, has a weight of approximately 105 grams, making it substantial enough to feel solid without being cumbersome.
Each of the 100 FRIEDA watches will be delivered in special anniversary packaging. This includes a gift box and a protective outer cardboard box, ensuring the timepiece is well-presented and secure. Crucially, each package will contain a certificate of authenticity, verifying the watch's limited-edition status and its place in Laco's 100-year history. This thoughtful presentation elevates the experience of receiving the watch, making it a true collector's item from the moment it is unboxed.
The essence of the FRIEDA watch and the accompanying campaign is a celebration of Laco’s enduring spirit. The watch itself embodies the brand’s core tenets: a design rooted in authentic history, engineering focused on functional performance, and craftsmanship executed to a high standard. The choice to honor Frieda Lacher with its name speaks volumes about the brand's respect for its own foundational values of courage and vision.
Courtesy of Laco
This timepiece is a bridge between Laco's past and its future. The Type A dial and sandblasted case are clear references to its aviation heritage, while the unique red dial and giveaway-only release strategy reflect a modern brand that is confident, creative, and deeply connected to its supporters. It is a physical embodiment of a century of watchmaking, designed not for profit, but for commemoration.
While the Laco FRIEDA carries an estimated value of around 590 US$, reflecting the quality of its materials and construction, it is not available for purchase. Its availability is limited exclusively to the 100 winners of the anniversary giveaways taking place between July and October of 2025. Interested individuals and prospective participants are encouraged to monitor the official Laco website and its associated digital channels for the campaign calendar. Each entry offers a new opportunity to acquire one of these very special timepieces and own a piece of Laco's centennial legacy.
Case: Stainless steel with a dark sand-blasted finish. Ø 42 mm, height 11.75 mm, lug width 20 mm. 5 ATM water-resistant. Flat, internally anti-reflective sapphire crystal and a sapphire case back. Features a side engraving “Laco 1925 – 2025” and an individual limitation number.
Movement: Automatic Laco 2S (base Miyota 82S0). 21 jewels, features a second hand stop function (hacking).
Dial: Dark red with a fine grain structure, Type A layout. Arabic figures and indexes are coated with Superluminova C1. Hands are black-framed with Superluminova C3 lume.
Strap: Gray calf leather strap with dark red stitching and a dark sandblasted buckle with Laco logo. Lug width is 20 mm.
Price: Estimated value of around 590 US$ (Not for sale).
Notes: Strictly limited to 100 pieces to celebrate the company's 100th anniversary. Named FRIEDA in honor of co-founder Frieda Lacher. This watch is exclusively available through a giveaway campaign and is not available for purchase.