Maurice Lacroix launches the new AIKON Master Grand Date Black celebrating year-end success

Maurice Lacroix launches the new AIKON Master Grand Date Black celebrating year-end success

From left: Mr. Ravis Haetanurak, Ms. Liza Alizabeth Sadler, Ms. Louisa How, Mr. Marcel Gut
From left: Mr. Ravis Haetanurak, Ms. Liza Alizabeth Sadler, Ms. Louisa How, Mr. Marcel Gut

Maurice Lacroix hosted the launch of AIKON Master Grand Date Black on 23 November 2022 at Gaysorn Village, presided over by Mr. Marcel Gut, Global Sales Director of Maurice Lacroix, who flew over from Switzerland and took the opportunity to introduce Ms. Louisa How, Maurice Lacroix Regional Sales Manager, SEA from Singapore who also joined the event.

Mr. Ravis Haetanurak, Brand Manager, Maurice Lacroix Thailand, appraised the success of the annual Maurice Lacroix Collection, saying: “It is another year of tremendous achievement for Maurice Lacroix, seeing it generate sales growth of 120% year-on-year in the Thai market. The new Maurice Lacroix Boutique concept was officially debuted worldwide in Thailand on 1 July 2022 at Gaysorn Village, Bangkok’s luxury shopping center. 

This includes the exclusive collaborative project between Maurice Lacroix and Maurice Lacroix Friends of Brand ,Parinya Sirisinsuk, Thai born street artist aka Benzilla. The Maurice Lacroix Benzilla Special Edition has received overwhelming responses with products sold out within two days.”   

The brand’s success is also evidenced by adding 5,300 followers of its Maurice Lacroix Club Thailand Facebook fanpage within 1 year. Maurice Lacroix’s brand expansion to the Thai fan base in 2022 is focused on the vivid Urban Spirit highlighting the new generation lifestyle and city way of life that drives exponential brand growth in Thailand. 

At the launch of the AIKON Master Grand Date Black for the year-end collection, Morris Lacroix hosted a celebratory banquet joined by Chef Joe of Chef Table Kitchen Kin who created a special menu for media and VIP guests attending the event, including a gift and souvenir snack make for the event also. 

Maurice Lacroix AIKON Master Grand Date Black

Urban style. Swiss craftsmanship.

The new AIKON Master Grand Date Black is dressed in black and white tones, skilfully playing with contrasts to deliver an eye-catching look. It harnesses the mechanical virtuosity of the Masterpiece collection while embracing the AIKON’s urban design language. The resultant watch upholds Maurice Lacroix’s reputation for delivering notable style, Swiss craftsmanship and high perceived value.

Maurice Lacroix is based in Saignelégier, a picturesque town located in the Swiss Jura. Within the confines of its atelier, the brand employs its vast expertise, crafting wonderful expressions of fine watchmaking. Indeed, it is here where the highly popular AIKON models are produced alongside the Maison’s high-end Masterpiece collection, a range of timepieces often equipped with a Manufacture movement.

In 2021, Maurice Lacroix launched the AIKON Master Grand Date, a watch uniting the mechanical virtuosity of the Masterpiece collection with the AIKON’s urban design language. Now the brand is pleased to announce the release of a new version of this latter model, the AIKON Master Grand Date Black, a timepiece which stylishly juxtaposes black and white tones.

The AIKON Master Grand Date Black is presented in a generously proportioned 45mm stainless steel case, dressed in black DLC. Its understated appearance, slightly brooding in temperament, is effortlessly stylish. The display imparts meaning while simultaneously disclosing numerous movement components in motion. It features a dial plate, executed in vertically brushed black DLC, reinforcing the stealthy nature of the watch.

The prevailing hours and minutes are shown on an off-centre dial enriched with Clous de Paris, while a small seconds display is positioned adjacent. A self-winding Manufacture movement, the ML331 calibre, sits at the heart of the watch, standing testament to the Maison’s watchmaking know-how. Located at 10 o’clock, a complex mechanism, featuring two date discs, delivers a highly legible large-format date indication.

Consistent with other members of the AIKON collection, the case eschews conventional lugs and integrates the strap within the housing, delivering impressive wearer comfort. Maurice Lacroix has chosen to equip the model with a new style of rubber strap that features the brand’s name presented in relief as well as a second strap made from synthetic leather with textile effect, incorporating the brand’s now-legendary ‘M’ logo. Endowed with the Maison’s Easy Strap Exchange system, it is simple to switch from one strap to another without the need for tools.

With this latest creation, Maurice Lacroix has delivered something new while perpetuating the notable strengths of the AIKON, namely accomplished design, Swiss craftsmanship and high perceived value.

Only 50 of the AIKON Master Grand Date Black premier collection are available around the world, of which Thailand has the privilege of having 10 watches to sell. Each watch is priced at 329,000 baht.

For more information and pre-order, please visit Maurice Lacroix 10 branches at: Maurice Lacroix Boutique, 2nd  floor, Gaysorn Village, Siam Paragon, Central World, Central Chidlom, Central Ladprao, Central Pinklao, Central Festival Eastville, Central Plaza Bangna, Central Festival Pattaya Beach, Central Festival Phuket or LINE Official Account @MauriceLacroixTH 

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