Maurice Lacroix is bypassing its retail partners and selling directly online to customers with three special edition Aikon models and an additional limited edition model.
“Maurice Lacroix is a cutting-edge and progressive brand that recognises that times are changing with today’s watch buyer wanting the ease of selecting goods online and having them delivered directly to their door. With this in mind, Maurice Lacroix has launched their own first collection of stylish timepieces only available through e-commerce,” the company says in a statement.
There are three special editions of the company’s Aikon Quartz chronograph that will be sold only from Maurice Lacroix’s own e-commerce platform.
They are distinct from other Aikon collections offered to Maurice Laxroix’s partners.
The online-only special editions have different treatments of dials, cases and straps. A limited edition Aikon Quartz Gents model, limited to 500 pieces, has a bronze case.
Maurice Lacroix has around 50 doors in the United States, including eight Diamonds Direct stores.