Maurice Lacroix is a traditional Swiss watch brand founded in Zurich in 1975. They have been producing mechanical watches for over 40 years. Maurice Lacroix developed its first in-house movement in 2006, and over the years, this has grown to 15 in total. The watch brand has won many prestigious awards and holds several patents for its unique and innovative design, creativity, and craftsmanship.

The Aikon collection has become a great success, with the Nordic countries playing a significant role in this. Aikon is a sporty watch with roots in the Swiss watchmaking industry, and the variations within the collection allow everyone to find a model that suits them perfectly. The collection is produced in-house at Maurice Lacroix's studio in Saignelgier, Switzerland, where the entire process can be controlled. This is something that quality assures in the Aikon.

The first Aikon model was released in 2016, and with its quartz movement, it quickly became a firm favourite with watch enthusiasts, increasing brand awareness. In 2018, the Aikon was updated and also received an automatic movement. When Maurice Lacroix now presents its latest quartz models, they live up to their reputation for being an affordable watch of high quality. The new Aikon quartz has a new clean look where every line has been defined. In addition, the specifications for each reference have been upgraded, enhancing the overall luxurious feel. With its size and its sporty yet stylish design, the watch is suitable for both formal and informal settings.

Maurice Lacroix believes that success is a journey, not a destination. Success is built on what we achieve on the path we take to reach our goals – a path with successes and failures, and from what we learn on the journey.