Maurice Lacroix opens its first boutique in Zurich

22 November 2024 - Maurice Lacroix opened the doors to its latest boutique, located on vibrant Bahnhofstrasse in Zurich. Despite the urban brand having boutiques in other parts of world, this is the first time the company has opened a permanent store in its home nation. Visitors to this retail destination will be able to view the brand’s entire collection of models and can also look forward to receiving a warm Zurich-style welcome.

Maurice Lacroix, the watch firm from the Franches-Montagnes, is regularly seen in the world’s great metropolises, showcasing its range of urban-style watches. The company’s box-office sensation, the AIKON collection, has won the hearts of many Millennials and Gen Zers. Its masterful blend of nuanced dial detail, sumptuous case finishing, Swiss watchmaking know-how and high perceived value have, for many discerning individuals, made a compelling case for selecting this contemporary model.

In recent years, the Swiss brand has opened boutiques in various locations; however, surprisingly it has never opened a Maurice Lacroix boutique in its home nation of Switzerland…. until now!

Stephane Waser, Managing Director of Maurice Lacroix, remarks, “Last night, we opened our new boutique in the heart of Zurich, showcasing our full collection of urban-style watches. The design, inspired by city life, blends neon, metal and concrete to create an environment that wonderfully showcases our products. While this is a new company-owned store, we remain committed to working with our loyal and trusted retail partners around the globe, nearly 1,500 spread across 80 countries, all offering the same contemporary design, watchmaking expertise, high perceived value and excellent customer service.”

Join us on this exciting journey at the Maurice Lacroix Boutique at Kuttelgasse 17! We are open Tuesday through Saturday, from 10 AM to 6:30 PM. Our boutique manager, Stefano, and the entire team are eager to welcome you, offering personalized advice and sharing the unique philosophy of Maurice Lacroix’s Swiss excellence.

Maurice Lacroix

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.