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| Maurice Lacroix Watches |
It's been close to three decades since this brand with the stylized" M" as its logo appeared in the windows of retail watch stores. The line's strength lay above all in the
middle price range, where the exceptionally well-outfitted watches from Saignelegier in the Swiss Jura were quickly able to assert themselves against the competition.
The top management of Desco von Schultheiss AG, a company involved in distributing highquality wristwatches since 1946 and involved in the private label industry since 1964 with Tiara, was totally satisfied with the success of its watch collection, and at first they were fairly skeptical when they saw product manager Rene Baumann's daring new collection of mechanical watches with detailed decorations and partially historical movements. Mechanical watches? This obstacle had just been hurdled! Another difficulty arose in the fact that the mechanical men's watches looked somewhat conventional
and conservative, really almost old-fashioned when compared with the shiny, playful treasures of the regular collection. In the end, the concept based on a return to past values won out.
A path right through the world of mechanical watches became the new motto: Real values are not created by appearances alone. The "inner value" was still missing, the human
countenance, the masterly touch. The basic idea for the concern's future top collection was born, and it even had a name: the Masterpiece Collection - a collection of masterpieces with technical innovations as its trademark. The collection's strongest sales arguments remain the finely decorated and improved watch movements, outfitted with blued screws and engraved bridges. In the early days of the current mechanical boom, decorated movements were only seen on watches produced by established Genevan luxury brands. In order to show off this quality trait as it deserves, Maurice Lacroix was one of the first producers to create the opportunity to view the movement through a transparent case back.
A large part of the success and good reputation of the Masterpieces and other timepieces by Maurice Lacroix were (and are!) the restrained price policies. Independent of the special care that goes into the self-made cases, dials, and movement decorations, mechanical watches by Maurice Lacroix remain reasonable, from the entry level class all the way to the company's top collection.
In addition, this innovative brand is good for an attractive new mechanical delicacy every year, such as the Masterpiece Double Retrograde that was launched in April 2003 at the Basel Fair. With a finely decorated pocket watch movement, outfitted with modularly constructed retrograde date and 24-hour displays, a finely patterned bezel, a silver guilloche dial, and a beautifully designed case typical of the brand, this watch once again fulfills exactly that which has come to be expected of Maurice Lacroix: solid watch technology in a high-quality case with an attractive and decorative appearance at a reasonable price.
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Maurice Lacroix
17835 Ventura Blvd. Suite 301
Encino, CA 91316
Tel.: 1-800-794-7736
Fax: 818-609-7079
www.mauricelacroixusa.com
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