Maurice Lacroix: Hands-On with Aikon
It all began when Andre, the only Maurice Lacroix employee in North America, reached out to talk watches. Through our conversations, I learned about a brand that had flown somewhat under my radar: Maurice Lacroix. While they’re much bigger in Asia, their focus is shifting, and Andre’s mission is to expand the brand’s presence in North America. Naturally, I was intrigued.
Now, we all know how fun it is to attend a watch meet-up, but it’s even better when they happen unexpectedly. I was at a work conference when Andre noticed that the photos I had posted on social media were from the same place he was headed later that week. We decided to meet up and talk watches—and funny how things work out sometimes.
Meeting Andre felt like meeting Willy Wonka for watch enthusiasts. He came equipped with a bag full of Maurice Lacroix’s latest and greatest pieces, from colorful dials to skeletons to more complicated designs. We spent over an hour diving into his collection. What a stunner of a lineup.
One piece, in particular, caught my eye—Andre’s personal blue-dial 42mm Aikon. Now, I’m a sucker for a blue dial, so I couldn’t resist asking to try it on. To my surprise, Andre took it off his wrist and handed it to me, telling me to go ahead and borrow it. What a guy! That was three weeks ago, and I’m still wearing it, getting a chance to really experience this exceptional timepiece.
What a stunner. The blue color is incredible, and as I’ve worn it, I’ve found that the Aikon truly stands out on its own merits. It wears comfortably, is highly accurate, and has a great feel when winding and setting it. The display case back is another impressive touch, showcasing the movement. This is a watch with serious character.
Sure, some will immediately compare the Aikon to the Audemars Piguet Royal Oak—it’s an easy comparison given the design language. But that’s not what this watch is. The Aikon comes in at around $2,300, and it stands proudly on its own, offering tremendous value and craftsmanship at that price point.
Maurice Lacroix is a brand worth paying attention to, and with Andre leading their North American expansion, I’m excited to see where they go from here. Andre is crisscrossing the country, setting up relationships with watch dealers and working tirelessly to expand the brand’s reach, all while managing limited resources. He’s also connecting with podcasters and creators to help spread the word. Andre’s leadership is laying the groundwork for Maurice Lacroix to become a more prominent player in the U.S. market. As his team grows, so too will the brand’s ability to expand its marketing and presence. Keep an eye out—Maurice Lacroix is on the rise.
I’ve had the chance to experience the Aikon firsthand, and it’s clear that this brand has the quality and the vision to make waves. They may be better known in Asia, but soon, watch enthusiasts in the U.S. will be learning more about them too.
Maurice Lacroix Aikon Specifications:
• Case: 42mm stainless steel
• Movement: Automatic ML115 caliber
• Power reserve: 38 hours
• Water resistance: 200 meters
• Dial: Blue with Clous de Paris (hobnail) pattern
• Case back: Sapphire crystal exhibition
• Bracelet: Stainless steel integrated bracelet
Maurice Lacroix, founded in 1975, has grown into a respected Swiss watchmaker known for combining traditional craftsmanship with innovative designs. Over the years, the brand has pushed boundaries, especially with their Aikon collection, which has become synonymous with accessible luxury and modern design. With a strong presence in Asia, Maurice Lacroix is now expanding its reach in North America.
Thanks to Andre’s relentless work crisscrossing the country, building relationships with dealers, and setting up the framework for expansion, the brand’s presence is set to grow. Once his team expands, the marketing and outreach will follow, allowing them to make an even bigger impact.
You can find Andre on Instagram @andre_niklaus, where he shares his passion for Maurice Lacroix and watches in general.