Maurice Lacroix

Desco von Schulthess and the brand launch (1961 – 1975)

The Zurich trading company Desco von Schulthess (founded 1889) purchased the Tiara assembly workshop in Saignelégier in 1961 to produce private-label watches. In 1975 Desco launched the Maurice Lacroix brand; the name was chosen in honour of a board member who had died at the time of the brand's creation. Early market roll-outs included Austria (1975) and Spain (1976).

Expansion and vertical integration (1980s – 1990s)

By the 1980s the Saignelégier facility had grown and Maurice Lacroix reduced third-party assembly. In 1989 the company acquired the case-maker Queloz SA in Saignelégier, enabling in-house case manufacture and increased vertical integration.

In 1990 the firm introduced its high-end mechanical line, initially marketed as Les Mécaniques and later rebranded Masterpiece, a collection characterised by complications such as retrograde displays, regulators and exhibition casebacks.

Corporate independence and manufacture development (2001 – 2010)

In October 2001 Maurice Lacroix S.A. became an independent legal entity separate from Desco von Schulthess. In 2006 the company introduced the ML106 chronograph calibre developed in cooperation with Andreas Strehler, marking a step toward in-house calibre development and higher mechanical complexity.

Ownership changes, DKSH and sale rumours (2011 – present)

In July 2011 DKSH Holding acquired a majority stake in Maurice Lacroix, integrating the brand into DKSH's distribution network.

The company was put up for sale repeatedly in the 2010s and early 2020s, and reporting in business press documented interest from buyers and DKSH's intent to divest despite profitability. In April 2022 Maurice Lacroix stated it was profitable but remained for sale, according to Bloomberg reporting.

Business case studies and executive-education summaries have examined Maurice Lacroix as an example of brand repositioning and manufacturing strategy; these documents provide detailed chronological corporate information and management commentary.

Manufacture, workforce and production

Maurice Lacroix's manufacture includes case production and movement finishing in Saignelégier and Montfaucon; company sources and industry press report a workforce in the low hundreds and annual production around 120,000 watches (c. 50,000 mechanical). These figures are provided in company profiles and independent press coverage and should be presented with date qualification where used.

Products and collections

Masterpiece watches

The Les Mécaniques / Masterpiece line includes limited edition models based on historic or heritage movements purchased during the height of the quartz crisis and refinished to high standards. The company is also known for its alarm wristwatches, chronographs, and jump-hour Masterpiece watches, which Maurice Lacroix produced using heritage movements. In addition, this line includes watches based on extensively modified ébauches from ETA, Unitas and others that incorporate numerous complications, including retrograde movements, power-reserve indicators and calendar modules.

Maurice Lacroix is also known for its Mémoire 1 timepiece, which the company claims is one of the most complex watches ever made. Its movement is composed of 604 moving parts and it can switch between time and chronograph functions without losing track of either indication.

Manufacture movements

In 2006 Maurice Lacroix introduced its first full in-house movement, the ML106-based Masterpiece Le Chronographe. Since then the company introduced further manufacture movements, including an automatic movement in 2011. The shift to manufacture movements has been accompanied by a trend toward larger case sizes and a more modern/industrial aesthetic in some collections.