Maurice Lacroix unveils a temporary boutique in Bern

Already established in a number of countries around the world, the watch brand is opening a pop-up store until the end of March in its native Bern, Switzerland. Called House of Maurice Lacroix, the temporary shop will showcase the brand’s latest models.

Created in collaboration with its partner and watch and jewellery retailer Uhrsachen, Maurice Lacroix’s new ephemeral boutique is located in the medieval city at Theaterplatz 1 in Berne. This is an opportunity for the company to showcase the Franches-Montagnes district of the Swiss Jura, where its manufactory is located. Already open, the shop will close its doors on 31 March 2024, capitalizing on the notions of exclusivity and rare experience so dear to luxury consumers.

“At Maurice Lacroix, we are constantly seeking to innovate in all our initiatives. For example, we have undertaken to introduce our region, the Franches-Montagnes, to the inhabitants of and visitors to our capital. Working with our partner Uhrsachen, a family business run by my friend Dominik Maegli in the fourth generation, is a source of great satisfaction. We hope that visitors to the “House of Maurice Lacroix” will enjoy discovering our collections, characterised by a unique blend of Swiss craftsmanship, style and a high perceived value of quality” says Stéphane Waser, CEO of Maurice Lacroix.

House of Maurice Lacroix aims to present the brand’s universe to its public and to watchmaking enthusiasts. Inside, the latest models from three of the brand’s emblematic collections are showcased.

New products from Maurice Lacroix, a watchmaking house founded in 1975

These new models include pieces from the AIKON line. The AIKON #Tide Camo model was designed for the GenZ and stands out for its colourful, artistic feel, particularly with its strap adorned with a military motif. To meet the eco-responsible expectations of younger generations, Maurice Lacroix has opted for a case and bracelet buckle made from 100% recycled plastic. This limited edition sustainable watch complements the new additions to the AIKON collection, such as the Skeleton Urban Tribe model, ideal for urban life, the Automatic Limited Summer Edition in light pink, intense orange and turquoise blue, and the Venturer Asia Special Edition with its bronze case.

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The Masterpiece watches are distinguished by their visible mechanism, which adds an aesthetic sophistication of great elegance. These timepieces also feature a leather strap with the Maurice Lacroix “m” logo.

Finally, the Pontos timepieces combine sophistication and elegance with refined finishes and high-quality materials. Distinguished watches to wear on all occasions.

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Boutique Horlogerie-Joaillerie retail

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