Maurice Lacroix launches Aikon #Tide watches in ocean plastic

There is no more contested segment in the modern watch industry than the integrated strap sports watch space. In the upper echelons of the luxury market, these designs constitute some of the most recognizable and sought-after luxury goods in the world, regularly trading on the secondary market for prices well above MSRP. The more affordable side of the market has seen its own competition for integrated bracelets intensify in recent years, and one of the main competitors in this white-hot segment is Maurice Lacroix and his distinctive Aikon series. Since 2016, Maurice Lacroix has explored a wide variety of concepts and colorways with his “claw bezel” riff on the classic integrated bracelet silhouette, and for 2022 the brand presents its most dynamic and eco-friendly Aikon. environment to date. The new Maurice Lacroix Aikon #tide series brings a bold new color sensibility to the series, combining one of the trendiest designs in modern watchmaking with eco-friendly construction and a remarkably affordable price.

While the 70s-inspired angular built-in shape of the Maurice Lacroix Aikon #tide case should be familiar to fans of the brand, the new case material derived from ocean plastic and the true rainbow of colors available bring a playful new energy to design in images. Measuring 40mm wide and a manageable 11mm thick, each case is made in cooperation with the ocean plastic recycling specialists at #tide from a proprietary blend of ocean-sourced plastics and fiberglass to create a material twice as hard, five times as hard. scratch resistant and with a much lower environmental impact than first use PET plastic. Maurice Lacroix claims that for every Aikon #tide made, the equivalent of 17 plastic bottles are removed from the ocean, making this series more than just a message, but a tangible (if small) positive impact on the ecosystem. oceanic. Rather than Aikon’s mix of brushed and polished stainless steel surfaces, the entire case of each Aikon #tide model is finished with a grainy matte surface. While this is an undoubtedly simpler solution, and one that tends to hide many of the complex facets of the Aikon in the pictures, it also serves as a clean canvas for the range of case color options. available. Maurice Lacroix offers 10 distinct colorways in total, with five cases featuring Aikon’s signature six-claw bezel in black, while the other five are finished in full monochrome color. The black-bezel models are clearly the more masculine offerings in the images, ranging from a stealthy and aggressive black-on-black treatment to bright sunny yellow, danger orange, grass green and bright blue. For the five all-color variants, the brand generally takes a decidedly softer and more feminine approach in imagery, including housings in mint green, candy pink, sky blue, bold magenta, and a sleek navy blue. Each model in the series offers a solid water resistance of 100 meters, which may not quite meet diving standards, but should provide adequate protection for sportswear.



With the exception of the navy case version, each model in the Maurice Lacroix Aikon #tide series uses a dial color matched to its composite plastic case. Maurice Lacroix plays here on the theme of ocean conservation with a Jura waves dial finish, with superimposed semi-circular guilloché segments reminiscent of fish scales in the initial images. With such dramatic use of texture and color, Maurice Lacroix wisely keeps the rest of the dial layout simple in the images. Each model uses thin rectangular applied indexes and simple pointed baton hands in glossy black, white or navy blue, depending on the background of the dial. For the mint green, candy pink, sky blue and magenta models, the brand injects the simple design with an extra layer of feminine flash, encrusting the hour markers with 44 individually set diamonds totaling 0.1 carats. The navy-cased model forms the odd one out in this group, opting instead for a glossy optic white dial and dial hardware in navy blue to match the case. Overall, this simple, edgy layout works quite effectively in images to create a contemporary, youthful feel, but every model in the range, except for the black and white dial variants, suffers slightly from the use of a mismatched date wheel at 3 o’clock.

Although Maurice Lacroix keeps the exact details of this movement close to the vest, each model in the Aikon #tide line is powered by a Swiss quartz movement. This may bother purists in the enthusiast community, but no doubt helps keep the overall cost of the watch down while delivering reliable and accurate performance. To complete the set, Maurice Lacroix equips each variant of the Aikon #tide series with an integrated textured rubber strap. Each model features Maurice Lacroix’s signature “ML” emblem applied at 6 o’clock on the strap, rendered in a composite of ocean plastic to match the case. For more aggressive black bezel designs, the brand offers this strap in a sporty black, while the full-color models are paired with sleek white rubber instead.

Featuring a design that combines its fan-favorite integrated look with striking colors and ocean-friendly materials, the Maurice Lacroix Aikon #tide line is an eye-catching and fashionable new entry-level addition to the landscape. hotly contested sports watches with an integrated bracelet. Every model in the Maurice Lacroix Aikon #tide series is available now from authorized retailers. Starting MSRP for Maurice Lacroix Aikon #tide at stands $750 at press time. For more information, visit the brand’s website.


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