Maurice Lacroix has set itself a clear objective: both through consistent preservation of the long tradition of the Swiss watchmaking art and meeting its high standards, as well as creating, with its very own, innovative complications and movement developments, contemporary design and a heightened passion for detail and perfection, extraordinary timepieces.  

The brand was founded in 1975 and has now entered the ranks of those companies called manufactures, they redesigned the complete collection, banning every lick of Breguet -like bliss from its watch designs.  CEO Martin Bachmann spares neither funds nor efforts to modernize the technology of the brand's in-house movements, naturally putting his money into modern production processes.