Maurice Lacroix Introduces The Aikon Tide

A few days back, I had the chance of going to Miami for the launch of a very different type of timepiece by Maurice Lacroix as they introduced a plastic watch complementing their Aikon collection.
But in the wake of the Swatch/Omega tsunami we all witnessed in recent days, I wanted to come back on the strategy linked with this project because it naturally caught us a little bit off guard.
Find all about it in this video report of the day.
The very best to all of you and Viva Fun Watchmaking!
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[@vincent67239]

I agree! The more segments in the watch industry, the better. And getting every generation into watches is arguably one of the most important endeavors in the watch industry.

[@aromaticsnail]

Swatch did arguably saved the swiss watch industry with plastic quartz watches after all

[@user-zl2sc3bg3g]

An amazing coup and hope it can revive the brand, not sure about it but obviously fantastic to see so many people getting that excited about a watch, benefits everyone

[@aromaticsnail]

Marketing departments are having a lot of fun these days.....loving these out-of-the-box releases

[@user-zl2sc3bg3g]

Well we need a bit fun because ultimately it should always be about pleasure

[@yonder_owls]

"I sincerely think, who cares?" LOL and YES! Aspiration is a big component of the luxury market. Give people something they can afford, with a look they desire. This is so much better thought out and executed than some shopping mall knock-off, which definitely is not made with sustainability in mind. Plus, we see luxury watch owners who also wear G-Shock, Swatch, etc. Why not this?

[@Jorj57]

agree!!!

[@user-zl2sc3bg3g]

Very nice comment and fully agreed 👍👍👍 thanks and the best to you

[@MrMozz07]

Very fun looking watches! I have the white dial Aikon automatic and I love it! Great video as always! 👍

[@user-zl2sc3bg3g]

Thanks a lot and the best to you

[@biohayzer]

I have the automatic Aikon and it’s one of my favourite watches from my collection. This is a great idea and I hope the collection sells well for them👍🏻

[@user-zl2sc3bg3g]

We wish this too, different and fun

[@johnmoorefilm]

Good to get Swatch looking over their shoulder especially now that Swatch wants to play “Luxury Brand Karaoke” with Omega!🤣

[@almac9203]

MLC doesn't have brand recognition. I doubt anyone will line up 24 hours or pull out a knife over this plastic junk.

[@pauloh5875]

Good initiative!! He join sustainability with high quality!! Congratulations!

[@user-zl2sc3bg3g]

Everybody wins at the end

[@HRM.H]

I'm very much FOR recycled materials in watchmaking. Company's like Chopard already pay extra for "ethically" mined gold. They pay nearly 20.000 euro per kilo extra so everyone can have a safe working environment. I think there is a huge market for ecologically conscious jewelery as long but hope it doesnt become the main selling point.

[@user-zl2sc3bg3g]

Totally understand your point of view, but at least it doesn’t do any harm and the cause is respectable

[@JamesAlexander14]

Of course it should be a main selling point and it would be great to see more manufacturers delving deeply into the environmentally responsible ethos to produce their products. It helps the planet, it helps the people and importantly keeps our hobby in the spotlight for environmentally conscious younger people and will certainly help the industry to survive. Imagine, telling the time will be an environmentally moral thing to do.

[@HRM.H]

@@JamesAlexander14 why ofcourse should it be the selling point ? 😂 There isn't any reason why it shouldn't be normalized instead of just used as marketing

[@HRM.H]

@@JamesAlexander14 if being ecologically conscious becomes the whole personality of a watch itll become boring very quickly. Designs and quality shouldn't have to suffer because a ecologically conscious effort. Sure these look cool buy how ecological viable are they when they come with a scilicon based circuitboard and tons of disposable technology.

[@jeremyestevinho9425]

J’adore c’est fun 🤩 Je vais en prendre une pour l’été à Saint Tropez 🍾🍾🍾

[@Jorj57]

690 swiss francs ehh? hhmhhm I'm not sure about that, could be cheaper

[@user-zl2sc3bg3g]

I can understand but one can’t compare it to some much cheaper options, it’s water resistant to 100m, has a sapphire glass, so a different approach

[@almac9203]

@@user-zl2sc3bg3g it is sort of stuck in no man's land. Too expensive to be really cheap but not premium enough to achieve a higher price. I don't see it doing well.

[@herculesrockefeller8969]

I'd like to live at that party place, because apparently the pandemic isn't happening there.

[@user-zl2sc3bg3g]

A bit of that ;)

[@bobbydazzler1780]

Seems there has been an explosion of colours in the watch world in recent times, Rolex OPs, Breitling Endurance Pros, Omega Aqua Terras and Moonswatches etc. These are colourful and fun but getting there in terms of price for the materials used. Will have to check them out in the plastic to find out more.

[@Richie_P]

They might sell a few of these to people who are already fans of the brand. But I can't see it competing with Apple or Swatch for young customers who just want a fun inexpensive watch.

[@user-zl2sc3bg3g]

Thanks for sharing your opinion and it was a tough call for them to set the price point

[@blaiseortiz952]

Hmm une quartz avec des couleurs douteuses à 690 EUR, soit le prix d'une PRX Powermatic 80 c'est compliqué comme pricing non?

[@chirivimike9612]

I just think they are overpriced a bit for watches that look's "fun" and with a plastic look.... I think 390.- / 490.- would have ben enough. I hope to see more Masterpiece collection in the near future

[@lloydgarth1]

Competing a bit with Swatch perhaps? ;-)

[@user-zl2sc3bg3g]

A bit different to be honest, quality is different but i get your point

​ @WATCHES TV Strange reply... One of the biggest event in the watch world happened last week with the MoonSwatch launch. Huge queuing everywhere in the world, all the watch community is talking about it... but watches TV, not a word. On the quality level, both plastic feels good. On the price, one gets you an icone with chronographer at a third of the price of the other. Looks like Maurice payed you a nice trip and I understand that's your hand are tied. I'm a bit disappointed, I thought you had a more journalistic approach with your video (still love them by the way) but I understand that you need the sponsorship. The timing for Maurice is terrible, so is the price positioning for a plastic watch. Swatch destroyed them with a cooler, iconic and more affordable chrono watch.

[@lloydgarth1]

@ I think you are quite right.

[@craiganczelowitz7225]

good on them for trying but it's too bad M.L did not have the intel/foresight to launch this piece a few months ago before the Omega x Swatch juggernaut hit which most likely stole much of Aikons buzz.

[@user-zl2sc3bg3g]

And imagine if the event/launch had been planned 3 days later!!! But totally get your point

[@thomasa.243]

I like the idea of the Maurice Lacroix Aikon Tide. However, I see one problem with that. The pricing even for the fact that it is recycled plastic from the Ocean is a bit too high. 499 CHF would feel more reasonable. Or, what they could do (but they must follow that obviously and not just tell you) is to say: "X% of the revenue generated with Aikon Tide will be donated to charity XYZ."

[@user-zl2sc3bg3g]

Actually it’s my mistake because this is the case and it’s a very strong and valuable point, 20% goes back to the Tide project

[@thomasa.243]

@@user-zl2sc3bg3g Oh, well, then it is ok. I have looked at the ML webpage and there it does not say anything about that. Only, that 17 bottles are needed for the Aikon Tide. Would you reach out to them and try to clarify it?

[@ffa5153]

The watch mass market seems bounded by Swatch and fashion brands on one end and Omega / Rolex on the other. I wish MLC can forge a space for themselves, and wonder, in their view, how much such releases will trigger the interest of new collectors into the broader and fascinating world of fine horology?

[@TJ-ed8xg]

600CHF ? Pour une montre en plastique + quartz ? 0_o

[@ashtonkee5868]

Unfortunately for Maurice, the Moonswatch costs much less and has more iconic connection. Bad timing for Maurice.

[@almac9203]

It is just a cheapish decent looking quartz watch. What is the compelling reason why someone should buy it?

[@ashtonkee5868]

@@almac9203 the connection to Omega’s Moonwatch. Yeah, cheap bio ceramic watch. But since I haven’t handled one in person I can’t comment on the feel and ‘quality’. But it’s gonna be an uphill battle for Maurice to go up against the giant that is Swatch/Omega.

[@almac9203]

@@ashtonkee5868 the moonswatch is plain cool and I as an Omega customer will buy some but I don't understand who is buying the MLC plastic Aikon. The Aikon has no strong branding and it is kinda expensive for a plastic looking watch. The moonswatch is all over social media whereas MLC has next to no presence. I have a feeling the MLC will be available at a discount in a few months.

[@ashtonkee5868]

@@almac9203 ah haha I thought u were talking about the Moonswatch. Yeah I agree with you, poor Maurice. The Aikon tide looks sooooo ordinary and no storyline behind it. Won’t be a converse piece that’s for sure.

[@albertmeyer8983]

Please no more unrepairable watches…

[@artelc]

Wokeness in the watch industry. What could go wrong.

[@user-zl2sc3bg3g]

I don’t really see this like and don’t get me wrong about the “lovely” woke culture ;)

[@watchhunter]

The marketing with the environmental thing is a bit stupid. The amount of plastic used for the cases is marginal. Just use plastic, but don´t do stupid marketing around it.