Over the years, Maurice Lacroix has learnt that being attentive to customer needs is critical to success. When it discovered how popular a former model of the 90s was, it reimagined it, subsequently releasing the urban-style AIKON, a watch that proved a box-office sensation. Now, having once again listened to market feedback, the Swiss marque has released three new versions of the AIKON Automatic Skeleton, capitalising on the popularity of the monochromatic 39 mm reference first released in 2022.
Listening has always been key to our success
The customer is at the heart of everything Maurice Lacroix does. The brand regularly commissions research, canvassing opinions from both retailers and customers alike. It is an approach the company has taken for many years. Back in the twenty-tens, feedback from the market highlighted widespread affection for a former model of the 90s, the Calypso. Keen to rediscover the magic of the Calypso, the creative team at Maurice Lacroix conceived a modern interpretation of the model, releasing the debut AIKON in 2016. It has since proved to be the company’s best-selling collection. Embracing a contemporary urban look, the AIKON collection has grown to encompass numerous references, executed in a variety of materials, sizes and styles. Maurice Lacroix has never forgotten that listening to retailers and customers, as well as being open to new ideas, has contributed to its success.
AIKON Automatic Skeleton 39 mm
Back in 2022, the Swiss brand released a watch featuring an openworked movement positioned beneath a clear sapphire dial. Equipped with the exclusive Automatic ML115 calibre, made in collaboration with movement specialist Sellita, the model delivers a high quotient of transparency. Indeed, the openworked structure allows light to weave its way through various openings, illuminating numerous movement components that are usually hidden from view. Housed in a 39 mm stainless steel case, featuring brushed and polished surfaces, the model has proved hugely popular.
We heard you
The Swiss brand has responded to customer feedback once again, releasing three additional versions of the AIKON Automatic Skeleton. Executed in the same monochromatic grey theme as the 2022 release, the AIKON Automatic Skeleton is now available in a larger 42 mm case. It sates the desires of those customers who appreciate the aesthetics of the 39 mm model but yearn for larger dimensions.
Some retailers and customers said they appreciated the styling of the 2022 release but fancied a splash of colour. Once again, the brand from the Franches-Montagnes has listened, releasing two additional references, 39 mm and 42 mm, that encompass shades of ‘Maurice Lacroix blue’.
Some things never change
While Maurice Lacroix is dynamic and attentive to the needs of its customers, it also recognises that some winning elements should never be altered. For instance, all new versions of the AIKON Automatic Skeleton are equipped with the beloved ML Easy Strap Exchange system. This feature allows the wearer to adapt the look of their watch by swapping the bracelet for an alternative with just a few user-friendly clicks.
Consistent with all AIKONs, the case and bracelet found on these new references encompass refined finishes and, courtesy of their ergonomic design, confer excellent wearer comfort. Moreover, these watches subscribe to the Swiss brand’s proven strategy of crafting watches that deliver high perceived value.