Maurice Lacroix AIKONIC

Maurice Lacroix, a brand rooted in the watchmaking heartland of the Swiss Jura, has built a formidable reputation for producing high-quality timepieces that offer substantial value. Since its inception, the company has consistently navigated the competitive landscape of Swiss watchmaking by focusing on meticulous craftsmanship and accessible pricing. A pivotal moment in its modern history arrived in 2016 with the launch of the AIKON, a watch with a distinctively urban and assertive design. This collection quickly resonated with a global audience, becoming the brand's best-selling line and a cornerstone of its identity. Building on this resounding success, Maurice Lacroix now introduces the AIKONIC, a new range that evolves the AIKON’s design language while integrating advanced materials and mechanical refinements. This collection is not merely an update but a deliberate statement of technical progression, embodying what the manufacture calls 'innovative craftsmanship'.

The story of Maurice Lacroix is one of strategic growth and a deep connection to its regional heritage in the Franches Montagnes. The company's Saignelégier manufacture is the crucible where the brand's philosophy of delivering "accessible excellence" is forged. The AIKONIC collection is a direct product of this environment, skillfully crafted in-house while also leveraging the expertise of specialized local partners. This commitment to regional collaboration enriches the final product, infusing it with a character that is authentically of the Swiss Jura. The AIKONIC represents the next logical step for the AIKON family, aimed at those who appreciate the original's bold aesthetic but seek an elevated experience through cutting-edge technology and materials.



At the core of the AIKONIC's identity is the concept of 'innovative craftsmanship', or 'IC'. This internal moniker encapsulates the collection's defining features: the strategic use of new materials for the case and dial, the introduction of a newly developed, highly refined automatic movement, and the integration of a user-friendly, patented strap-changing system. These elements work in concert to create a watch that feels both familiar to AIKON admirers and substantially new. It is a calculated evolution, designed to amplify the ownership experience and showcase the brand's capacity for innovation within its most successful collection.

Visually, the AIKONIC maintains the strong architectural presence of its predecessor. The most recognizable feature, the six double-width arms or "claws" on the bezel, remains a central design pillar. This signature detail, first seen on the 2016 AIKON, informs the entire aesthetic, influencing the faceted shape of the hour and minute hands, the applied hour markers, and even the design of the crown. This cohesive design language ensures immediate brand recognition. The AIKONIC collection presents a striking visual array, from a stealthy, fully blacked-out model to versions that introduce vibrant pops of color like deep blue and a vivid turquoise, alongside a starkly contrasting white and black variant.

The case construction is a study in material science and finishing. Four of the new models are built from stainless steel, while a fifth, more technical version features a case made from black DLC-plated titanium. The case measures a contemporary 43 mm in diameter and a relatively slim 11 mm in height, striking a balance between presence and wearability. The finishing is a key highlight, with a dynamic interplay between vertically fine-brushed surfaces and mirror-polished accents. This contrast brings depth and sophistication to the case architecture. A particularly refined detail is the use of variable chamfers—beveled edges that widen and narrow along the case flanks—which expertly catch and manipulate light, enhancing the perception of the watch's high-quality construction.



A significant material upgrade is found in the bezel and crown, both of which are crafted from matt ceramic. This technical material was chosen for its exceptional properties; it is virtually scratchproof and highly resistant to fading from UV exposure, ensuring that these key components will maintain their pristine appearance over years of wear. The screw-down crown is designed with a tactile grip for easy operation, contributing to the watch's robust water resistance of 10 ATM (100 meters). Protecting the dial is a sapphire crystal that has received an upgraded double anti-reflective coating, a treatment applied to both its inner and outer surfaces. This not only improves light transmittance for superior clarity but also offers enhanced resistance to saltwater, a practical benefit for an all-occasion sports watch.

The dial of the AIKONIC is one of its most compelling and unique features. Maurice Lacroix has opted for carbon, a material typically reserved for watches in a much higher price segment. However, this is not the common woven carbon fiber pattern often seen in horology. Instead, the AIKONIC's dial is composed of numerous parallel carbon fibers, all aligned in a single north-to-south direction. This unconventional arrangement creates a textured surface of alternating grey and black lines, lending the dial a distinct, linear pattern. Because the specific alignment of these fibers varies slightly during the manufacturing process, no two dials are exactly alike, giving each AIKONIC a subtle, one-of-a-kind character.

This decision to use a unique form of carbon dial underscores Maurice Lacroix's commitment to democratizing high-end features. To achieve this, the brand collaborated with a specialized firm located just 40 kilometers from its Saignelégier manufacture. This partnership not only allowed for the development of this special dial but also reinforced the brand's ethos of creating watches with a strong "local flavour." The dial is completed with applied indexes and hands filled with white Super-LumiNova for excellent low-light visibility. These elements are rhodium-plated for a bright, metallic finish on most models, while one standout reference features turquoise-plated hands and markers for a bolder look. A functional date window is neatly positioned at the 3 o’clock position.



Powering the new collection is the Calibre ML1000, a new automatic movement developed to meet the high standards of this flagship model. For this critical component, Maurice Lacroix again turned to a local partner, working closely with the esteemed movement specialist Soprod, located less than 10 kilometers from the brand's own facilities. The ML1000 is engineered with numerous refinements visible through the exhibition caseback. A notable feature is the balance bridge, which is secured by two screws instead of the more common single screw. This two-point fixation provides superior stability for the regulating organ and creates a more visually pleasing symmetry on the movement plate.

The movement's performance is as impressive as its construction. The Calibre ML1000 operates at a frequency of 28,800 vibrations per hour (4 Hz) and boasts a substantial power reserve of 60 hours, a significant increase over many standard automatic movements. It is regulated to achieve an impressive average daily rate of ± 4 seconds, a testament to its precision engineering. The finishing is of a high standard, especially considering its price point. Decorations include blued screws, circular graining (perlage), and classic Côtes de Genève stripes. The oscillating mass, or rotor, is large to enhance winding efficiency and has been openworked, allowing a clearer view of the beautifully decorated movement beneath.

Another key piece of "innovative craftsmanship" is the integration of the patented ML Easy Change system. This ingenious feature addresses the growing desire among watch owners for versatility and personalization. The system allows the wearer to swap out the strap for an alternative option quickly and easily, without the need for any tools. Unlike many quick-release systems that rely on visible pushers or levers, the ML Easy Change mechanism is discreetly integrated into the strap itself. Where the central part of the strap meets the case, it pivots, allowing the entire strap to be detached. To reattach it, one simply aligns the strap with the lugs and pushes it into place until it clicks securely.



The AIKONIC is supplied on a sporty and comfortable bi-rubber strap. This strap is cleverly designed with a textile-look insert, giving it the appearance of a durable fabric strap while retaining the comfort and water-resistant properties of rubber. The Maurice Lacroix 'm' logo is subtly integrated into the strap's design. The strap is secured with a traditional pin buckle made from stainless steel, or black DLC-plated stainless steel on the titanium model, ensuring a secure fit on the wrist. This combination of a high-performance strap and an intuitive changing system makes the AIKONIC an exceptionally versatile companion for a wide range of activities and styles.

The collection debuts with five distinct references, each offering a different personality. The model AC6008-TTB00-330-2 is perhaps the most modern and aggressive, featuring a black DLC-plated titanium case paired with a black ceramic bezel and a matching black bi-rubber strap. This all-black execution gives the watch a tactical, understated feel. The AC6008-SSL20-330-2 offers a more classic take in stainless steel with a black ceramic bezel and a solid black strap, making it a versatile daily wearer.

For those seeking more contrast, the AC6008-SSL70-330-2 pairs the steel case and black bezel with a striking white and black bi-rubber strap, creating a bold, graphic look. Color is introduced with the AC6008-SSL40-330-4, which features a deep blue ceramic bezel and a matching blue and black strap, adding a touch of nautical flair. The most vibrant model is the AC6008-SSL40-331-4, which uses a black ceramic bezel as a backdrop for its eye-catching turquoise-plated hands and hour markers, perfectly complemented by a turquoise and black strap. This variety ensures there is an AIKONIC to suit multiple tastes, from the conservative to the adventurous.



Stéphane Waser, the Managing Director of Maurice Lacroix, has expressed the company's ambition for this new collection. He noted, "The AIKON has been a huge success for our company and hopefully this will continue for many years to come. With the AIKONIC we wanted to demonstrate our know-how by creating a watch incorporating much innovative craftsmanship along with locally sourced components." This sentiment reinforces the idea that the AIKONIC is both a product of proven success and a vehicle for showcasing the brand's forward-thinking capabilities.

Waser further elaborated on the final product, stating, "The result is a highly specified model featuring new materials, new ideas and a high level of finishing, all culminating in a watch with a distinctive flavour of the Jura that delivers accessible excellence." This statement perfectly encapsulates the mission of the AIKONIC: to offer a high-specification, visually distinct, and well-finished timepiece that leverages regional expertise while remaining true to the brand's core philosophy of providing exceptional value. It is a confident step forward for a brand that clearly understands its audience.

The thoughtful combination of a unique carbon dial, a robust ceramic bezel, a high-performance movement, and a user-centric strap system makes the AIKONIC a compelling package. It successfully elevates the core AIKON concept without losing the design DNA that made the original so popular. The watch feels solid and well-engineered, with details like the variable chamfers and the double anti-reflective crystal demonstrating a commitment to quality that goes beyond surface-level aesthetics. It is a watch designed for an active, urban lifestyle, capable of transitioning from the boardroom to the weekend without missing a beat.



The use of local suppliers for key components like the dial and movement is not just a logistical choice but a philosophical one. It speaks to a belief in the collective strength of the Swiss watchmaking ecosystem, particularly in the Jura region. This approach adds a layer of authenticity and narrative depth to the AIKONIC, connecting the watch and its owner to the specific place and people responsible for its creation. It is a modern interpretation of traditional Swiss watchmaking values.

With respect to availability and cost, Maurice Lacroix has positioned the AIKONIC collection competitively. The four stainless steel models (references AC6008-SSL70-330-2, AC6008-SSL20-330-2, AC6008-SSL40-330-4, and AC6008-SSL40-331-4) are priced at $3,400 USD. The black DLC-plated titanium model (reference AC6008-TTB00-330-2) is priced slightly higher at $3,700 USD, reflecting the use of the more advanced case material. These new models represent a compelling value proposition, offering a host of premium features and a high-quality Swiss-made movement for a price that remains highly accessible in the luxury watch market. The AIKONIC is available now, ready to continue the legacy of its popular predecessor.

AC6008-SSL70-330-2

Case: 43 mm diameter, 11 mm height. Stainless steel with ceramic bezel. Sapphire crystal with double anti-reflective coating and open case back. Water-resistant to 10 ATM.

Movement: Automatic ML1000. Hours, minutes, seconds, date at 3 o’clock. 60-hour power reserve, 28'800 vph frequency, 26 jewels.

Dial: Black carbon with silver printing. Rhodium-plated indexes and hands with white Super-LumiNova.

Strap: White and black bi-rubber strap with imitation nylon texture. Stainless steel pin buckle. Patented ML Easy Change system.

Price: 3,400.00 USD

Reference Number: AC6008-SSL70-330-2

Notes: Features a unique carbon dial where fibers run in a single direction, making each dial slightly different. Bezel and crown are made of scratchproof matt ceramic.



AC6008-SSL20-330-2

Case: 43 mm diameter, 11 mm height. Stainless steel with ceramic bezel. Sapphire crystal with double anti-reflective coating and open case back. Water-resistant to 10 ATM.

Movement: Automatic ML1000. Hours, minutes, seconds, date at 3 o’clock. 60-hour power reserve, 28'800 vph frequency, 26 jewels.

Dial: Black carbon with silver printing. Rhodium-plated indexes and hands with white Super-LumiNova.

Strap: Black bi-rubber strap with imitation nylon texture. Stainless steel pin buckle. Patented ML Easy Change system.

Price: 3,400.00 USD

Reference Number: AC6008-SSL20-330-2

Notes: Features a unique carbon dial where fibers run in a single direction, making each dial slightly different. Bezel and crown are made of scratchproof matt ceramic.



AC6008-SSL40-330-4

Case: 43 mm diameter, 11 mm height. Stainless steel with blue ceramic bezel. Sapphire crystal with double anti-reflective coating and open case back. Water-resistant to 10 ATM.

Movement: Automatic ML1000. Hours, minutes, seconds, date at 3 o’clock. 60-hour power reserve, 28'800 vph frequency, 26 jewels.

Dial: Black carbon with silver printing. Rhodium-plated indexes and hands with white Super-LumiNova.

Strap: Blue and black bi-rubber strap with imitation nylon texture. Stainless steel pin buckle. Patented ML Easy Change system.

Price: 3,400.00 USD

Reference Number: AC6008-SSL40-330-4

Notes: This version is distinguished by its blue matt ceramic bezel. Features a unique carbon dial where fibers run in a single direction, making each dial slightly different.



AC6008-SSL40-331-4

Case: 43 mm diameter, 11 mm height. Stainless steel with ceramic bezel. Sapphire crystal with double anti-reflective coating and open case back. Water-resistant to 10 ATM.

Movement: Automatic ML1000. Hours, minutes, seconds, date at 3 o’clock. 60-hour power reserve, 28'800 vph frequency, 26 jewels.

Dial: Black carbon with silver printing. Turquoise-plated indexes and hands with white Super-LumiNova.

Strap: Turquoise and black bi-rubber strap with imitation nylon texture. Stainless steel pin buckle. Patented ML Easy Change system.

Price: 3,400.00 USD

Reference Number: AC6008-SSL40-331-4

Notes: Features vibrant turquoise-plated hands and indexes for a high-contrast aesthetic. Bezel and crown are made of scratchproof matt ceramic.



AC6008-TTB00-330-2

Case: 43 mm diameter, 11 mm height. Black DLC-plated titanium with ceramic bezel. Sapphire crystal with double anti-reflective coating and open case back. Water-resistant to 10 ATM.

Movement: Automatic ML1000. Hours, minutes, seconds, date at 3 o’clock. 60-hour power reserve, 28'800 vph frequency, 26 jewels.

Dial: Black carbon with silver printing. Rhodium-plated indexes and hands with white Super-LumiNova.

Strap: Black bi-rubber strap with imitation nylon texture. Black DLC-plated stainless steel pin buckle. Patented ML Easy Change system.

Price: 3,700.00 USD

Reference Number: AC6008-TTB00-330-2

Notes: The case is crafted from lightweight black DLC-plated titanium for a stealthy look. Features a unique carbon dial and a scratchproof ceramic bezel.