Maurice Lacroix, renowned for its urban-themed watches, has unveiled a new boutique in the vibrant metropolis of Kuala Lumpur. This latest addition, developed in collaboration with Watatime, Malaysia’s premier authorised retailer of luxury watches, is the brand’s third mono-brand store. Upholding Maurice Lacroix’s distinctive ‘cool and young’ style, the boutique offers visitors the opportunity to explore the full range of the company’s products and learn more about its Swiss watchmaking heritage from the Franches Montagnes region. This Kuala Lumpur boutique marks a significant milestone in the brand’s global expansion strategy.
Maurice Lacroix gained widespread acclaim with the release of its AIKON collection in 2016. The urban-themed AIKON, a modern successor to the popular Calypso model from the 90s, quickly became a sensation. Known for its sporty-elegant design, refined dial, and exquisite case finishing, the AIKON resonated with both millennials and Gen Z. The collection’s popularity has led to the release of various models in different sizes, colours, and materials, some featuring advanced complications.
Despite AIKON’s success, Maurice Lacroix is not a one-hit-wonder. The brand continues to thrive with other models, such as the ELIROS, FIABA, MASTERPIECE, and PONTOS collections. As part of its ambitious growth plan, Maurice Lacroix is set to open more mono-brand boutiques in key cities worldwide. These retail spaces, designed with an urban-themed aesthetic featuring neon, metal, and concrete, will provide customers with a comprehensive view of the brand’s offerings. Highly trained staff will be available to provide specialist advice and showcase Maurice Lacroix’s commitment to Swiss quality and high perceived value.
Kuala Lumpur, Malaysia’s bustling capital, with a population of 8.8 million and a magnet for tourists, has been chosen as the location for this new boutique. Situated in The Exchange TRX, the store’s interior draws inspiration from architectural structures in leading global cities.
The boutique features a range of Maurice Lacroix’s popular series, including the AIKON PVD, AIKON Automatic Bronze, the collaboration watch Label Noir, and the latest Pontos S Diver 2024 collection. The Pontos S Diver 2024, a relaunch of the 2013 model, offers more stylish options suitable for the city’s fast-paced lifestyle. It is available in two versions: a limited-edition 42mm bronze case model, restricted to 888 pieces, and a special edition 42mm steel case model with black DLC. The updated Pontos S Diver 2024 has a smaller case diameter and incorporates several improvements over its predecessor.
For nearly 50 years, Maurice Lacroix has showcased its watchmaking expertise, producing timepieces in its Manufacture in Saignelégier, Switzerland. The brand has received over fifteen awards, reflecting its innovative, avant-garde, and perfectionist ethos. Maurice Lacroix is dedicated to offering affordable watches with iconic designs and high perceived value. The reinterpreted AIKON, inspired by the 90s Calypso model, exemplifies this ambition, appealing to a generation of connected, cosmopolitan millennials.
Maurice Lacroix continues to draw inspiration from the dynamic energy of the world’s cities, aligning its image with activities that allow consumers to experience the vitality of urban life. With the opening of the new Kuala Lumpur boutique, the brand invites customers to embrace their time with Maurice Lacroix.
