Maurice Lacroix – Maurice Lacroix and the Miami Atmosphere – Style & Tendance

I vividly remember the Aikon press conference in 2016, when the brand presented the new collection with its characteristic six clips placed directly on the glass, an integrated case and the signature “M” on the handle. Not only was I impressed with the watch, but I remember being equally impressed with how Maurice Lacroix invested a lot of time and money to reach young people all over the world to find out what they expected from a watch, what they liked and also what they didn’t like.

Maurice Lacroix and the Miami Atmosphere

Aikon #Tide © Maurice Lacroix

A new chapter of Aikon

Six years later, I’m in sunny Miami for the start of a new chapter in the Aikon adventure, where I’m finding that this connection with consumers and future consumers is still strong. “When Aikon launched in 2016, millennials were around 20 years old,” says Stéphane Wasser, CEO of Maurice Lacroix. “It is 2022 and these young people are now 26 years old. And a new generation is coming, Generation Z, and the interesting thing is that I get messages and emails from them asking a lot of questions about our packaging, asking if our watches are vegan, etc. These are important topics for them,” he notes.

Maurice Lacroix and the Miami Atmosphere

Aikon #Tide © Maurice Lacroix

A partnership with #Tide

Eager to respond to this interest and demand, Maurice Lacroix has partnered with #Tide, a Swiss company that recycles plastic from the oceans and turns it into all sorts of different products. #Tide is not just about recycling, the company is also working with local fishermen paying them a salary to recover plastic from the ocean.

Maurice Lacroix and the Miami Atmosphere

# Ocean Tide Material © #Tide

Thomas Schori, CEO of #Tide Ocean Material is also present in Miami to explain: “At #Tide, we don’t just collaborate with brands to put our logo on a product, we really want to create something together within a partnership,” he said. it says. “Thanks to Stéphane and his team, we really managed to do that. And it’s not that for today and tomorrow, the entire program will occupy us at least for a few years. »

fantastic plastic

Luxury Swiss watchmaking and plastic are not an obvious combination, but Maurice Lacroix has spent a lot of time creating quality plastic. By mixing it with fiberglass, the company was able to find a finish and durability that is not only pleasant to look at and touch, but also offers great scratch resistance. The colors run the gamut of the rainbow with yellow and orange, as well as various shades of pink, blue and green. And that’s just the beginning, as more color schemes are in the works. The packaging was also created by #Tide and includes a stand to put your watch on the table, a box that can also be used as a coffee cup and a mini reusable plastic #Tide collection bag.

Maurice Lacroix and the Miami Atmosphere

Aikon #Tide packaging © Maurice Lacroix

Of course Maurice Lacroix is ​​going to have to sell loads of watches to make a difference to climate change, but it’s not just about how much recycled plastic he uses, it’s also about how he gets attention. oceans and that we hope to inspire other companies and individuals to think twice about how to improve their impact on the planet. This partnership is not temporary. Maurice Lacroix has made a ten-year commitment to #Tide to help them acquire boats for fishermen, build warehouses on isolated islands, promote education, and continue the mission to harvest plastic from the oceans and turn it into high-quality raw materials. .

Maurice Lacroix and the Miami Atmosphere

Aikon #Tide packaging © Maurice Lacroix

Brand friends join forces

One of the brand’s strategies is to partner with talented Gen Z stars who are just starting out in their careers. Several of them were in Miami for the launch, including Swiss dancers Dakota and Nadia, champions of the Lausanne 3×3 World Basketball Championship, Californian motorcyclist DZ, as well as Miami yoga teacher Tribe Vinyasa. These talented young people are followed by Maurice Lacroix’s target audience and help the brand create cool content and get the message across. They function like influencers, except they’ve gained their following by what they do, not necessarily by how they look! It’s more authentic and appeals more to today’s young people looking for authenticity.

Maurice Lacroix and the Miami Atmosphere

Aikon #Tide © Maurice Lacroix

weekend weather

After the launch, I had the opportunity to spend the next two days in Miami with the brand, its tenants and their friends on the beach, during dinner and in some nightclubs in the city: the stay coincided with the International House Music Festival, so the energy was electric. Equipped with the new Aikon #Tide dark pink, I’m surprised how 17 recycled plastic bottles land on my wrist, and even though I’m Gen X, I love it!

Maurice Lacroix and the Miami Atmosphere

Aikon #Tide – Lifestyle © Maurice Lacroix

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