Maurice Lacroix has opened a boutique in the heart of Zurich.
Although the brand has opened stores in various locations around the world, this is the first permanent mono-brand boutique in its home country of Switzerland.
Maurice Lacroix watches are made in the Franches-Montagnes district, but the headquarters are in Zurich.
The new boutique is on Bahnhofstrasse, in the centre of Zurich’s upscale downtown shopping district.
Visitors to the new store will be able to see all of the brand’s latest pieces, such as the recently unveiled brightly coloured titanium additions to the popular Aikon line.
“Yesterday, we opened our new boutique in the heart of Zurich, showcasing our full collection of urban-style watches,” said Stephane Waser, Managing Director of Maurice Lacroix.
He added: “The design, inspired by city life, blends neon, metal and concrete to create an environment that wonderfully showcases our products. While this is a new company-owned store, we remain committed to working with our loyal and trusted retail partners around the globe, nearly 1,500 spread across 80 countries, all offering the same contemporary design, watchmaking expertise, high perceived value and excellent customer service.”