Maurice Lacroix AIKON #tide Camo

Maurice Lacroix AIKON #tide Camo



Once intended to blend with its surroundings, camo has become a stylish form of city wear, much loved by fashionistas. These bold patterns are designed to compete with billboards and neon lights, ensuring the urban dweller always stands out from the crowd. Now, Maurice Lacroix unveils the AIKON #tide Camo, a quartet of quartz watches intended to complement any camo ensemble. The four variants, each limited to 1000 pieces, incorporate innovative #tide technology, uniting exclusivity and sustainability in one stylish ensemble.

The new AIKON #tide Camo sets aside the once utilitarian khaki hues of the past in favour of fresh, stylish shades, including storm blue, green park, frappucino beige and arctic pink. Each model is presented on a patterned strap and features a colour coordinating dial, bezel and crown. Every dial encompasses a sea of textured detail, a motif referred to as ‘vagues du Jura’, a nod to the brand’s home the Franches Montagnes. The hour and minute hands, along with the indexes, are lined with Super-LumiNova®, ensuring they remain visible at all times. A centre seconds hand, equipped with a colour coordinating tip, befits the fast-paced tempo of city life, while the prevailing date, shown at 3 o’clock, completes the inventory of functions.

The watch is presented on a M-branded rubber strap featuring a random camo pattern with no two straps appearing the same, bestowing each watch with a note of individuality. Moreover, the model is equipped with the Maurice Lacroix Easy Strap Exchange system, providing a simple means of switching one strap for another without the need for tools.

Each version of the AIKON #tide Camo is housed in a 40mm case made from #tide material. In 2022, Maurice Lacroix announced a collaboration with #tide, a specialist in upcycling ocean-bound plastic waste. The watch brand entered into a long-term commitment with #tide to collect plastic bottles from the seas surrounding various islands in Thailand as well as Indonesia and the Philippines. It takes 17 bottles to make one AIKON #tide Camo and its user-friendly packaging, which means 17 fewer bottles polluting the ocean.

The AIKON #tide shares the same attributes as other members of the AIKON family, namely Swiss quality, precision, notable wearer comfort and, consistent with all Maurice Lacroix models, it delivers high perceived value.

Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “The AIKON #tide Camo is an über-fashionable camo-themed watch, incorporating groundbreaking #tide technology. Camo patterned fabric regularly features on catwalks around the globe and is a popular sight in our cities. Recognising the widespread appeal of camo apparel, we felt the AIKON #tide Camo would serve to complement any stylish ensemble. Moreover, in releasing this watch, we have once again showcased our sustainable approach to watchmaking and our Swiss watchmaking expertise.”


For almost 50 years, Maurice Lacroix has demonstrated all of its watchmaking expertise, crafting watches within the brand’s Manufacture in Saignelégier, Switzerland. Having won more than fifteen awards, the brand has demonstrated an innovative, avant-garde and perfectionist spirit over the years. Maurice Lacroix’s culture is indeed to offer affordable watches, with iconic design and high perceived value. In 2016, Maurice Lacroix reinterpreted its iconic model of the 90s, the Calypso, releasing the AIKON. Modern and daring, the AIKON is made for a generation of Millennials who are connected, cosmopolitan and talented. This ambitious generation is setting out to conquer the world’s cities, embracing their unique spirit. A constant source of inspiration for the Maurice Lacroix creative team, an active and urban brand, that thrives in the electric energy of these cities. With this in mind, Maurice Lacroix chooses to associate its image with a set of activities that allow consumers to experience the unique vitality of city life.

The AIKON #tide Camo watch price at 29,900 baht and is available at Maurice Lacroix counters and Maurice Lacroix Boutique 2nd floor Gaysorn Village, Tel. 02-853-9742, or reach out on LINE Official @MauriceLacroixTH by clicking:

#AIKONtide #BeYourAIKON #MauriceLacroix #YourTimeIsNow

Your Time Is Now.


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