Maurice Lacroix presents the Aikon Automatic at Baselworld 2018

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Stephane Waser, CEO of Maurice Lacroix, introduces a new automatic model in the Aikon collection and describes the process to perfect the movement and design.
In addition, he shares the current brand strategy that is targeting millennials with an intergraded promotional campaign driving people on a global hunt for a timepiece through Berlin, London, Los Angeles, and Tokyo.

[@Markpaul9]

seriously pretty watches and massive bang for buck

[@lukec7921]

Watches tv is the bomb!

[@user-zl2sc3bg3g]

Nice!!!

[@VGYugo]

Stephane Waser looks lil like Mark Ruffalo (Hulk)...

[@user-zl2sc3bg3g]

Indeed something there now that you mention it!

[@PwnageJ]

the dials are very much like girard perregaux

[@davidv6091]

Great video as usual. Thanks. But what is the "aggressive" price?

[@nickwilliam4255]

David V $3-4k

[@joeesparza6108]

I love how they used the tried and true Unitas 6497 as a base for their in house manual wind , column wheel chronograph and also for their in house automatic movement. I can recognize Unitas 6497 ,98 from many feet away! It's my favorite caliber movement to tinker with. Lol

[@gianpakasa]

Integrated bracelet: best!

[@jimmunsw]

ML - reborn again to compete.......⌚👍😊

[@TuEIite]

Meh, poor man's GP which is a poor man's AP so..

[@antonhallergren588]

More like a watch for someone who wants a good quality piece but who does not care about the age of the company producing it lol. It's not as good as those watches but it's more than good enough and at 2-3k dollars the auto aikons are a steal. I think they look better than the ap ro but that may just be me. Anyway I don't care whatsoever.

[@vincentdenoncin7051]

They really should make a 40mm or smaller version of this watch.. Gorgeous! Great video, as always!

[@couragefox]

39mm was released recently

[@thomasmoll8822]

What exactly did they do to the movements that took them two years. The dial layout and rotor suggest that it's a standard Valjoux, no?

[@tommyrin5969]

Is there an influence of Gerald Genta in here or a slight inspiration from some of his design? Or am I missing the plot completely here?

[@valebliz]

Everytime i hear some brand talk about millenials, i wonder of who are they talking about. Not me certainly.

[@digggert]

an amalgamation of the Laureato's dial and some of Genta Designs on the bezel/case. with the very recent comeback of the Laureato line a pretty bad timing

[@ghostindamachine]

Gorgeous watches!

[@marcelsa2061]

Can. Did. Ccxxw dsc. a. Ddd

[@brunoschoelkopf9174]

ML should only concentrate on the masterpiece collection and forget shitty millenial marketing...the voice of a millenial

[@sevrdaf]

Love the Aikon auto...just went on my list of what to get next! great review, thank you.

[@TheBarts27]

Aikon Chrono. A great watch and a lot of watch for the money. I think it is a good strategy for ML to make very good watches with a great quality feel to it between 1500 and 3000 euro. I would not buy a ML for more then 3000 euro because other brands with more value and bigger names become possible then. The three hand Aikon on a bracelet is beautiful but need a better movement with more power reserve. 38 hours is a bit poor. The blue dial version needs also a blue date window.

[@G.A.B]

Another well done sharp nd classy video. Love ML watches. Now I have to change my current list of what to buy next, Keep it up.

[@user-zl2sc3bg3g]

There you go!!!

[@kuznetsov_denis_alexandrovich]

I was having a verbal fight with consultant, arguing the aikon should also be automatic. Consultant said they will never make them automatic

[@krumovevgeni]

Targeting millennials and at the same time not selling through their website and pushing me to go to a retail store. Sorry that just doesn't make sense.

[@entubator01]

Design of bracelet integration most reminiscent of the Oysterquartz.

[@TupacAurelius]

Thomas H I Love the gold pyramid oysterquartz... a shame it had to be a quartz watch

[@entubator01]

Agreed. I try to look at it as a true representative of its era so the quartz movement is somewhat part of the package...

[@lv1148]

is the yellow hand chronograph version available online?

[@sutats]

Royal Bang

[@ingot_buddy]

Royal oak?

[@user-zl2sc3bg3g]

A bit of that for some ;)

[@markomarin3414]

Homage much ....

[@Skyrise369]

Targeting millenniums LOL they broke though...

[@nickwilliam4255]

pokojoindis the professional millennials can afford it - I’m sold on the brand and am looking at an automatic aikon or a pontos. 🥂

[@Skyrise369]

Nick William you are right some individuals are doing well but as a demographic millenniums are not doing so well, I'm not mocking them since they have to bear a cross, due to the bad economic conditions that were created by the Boomers.

[@abhishes]

Quality is perfect? are you kidding me? 1:05 that looks like a $20 cheap movement sourced 80% from China. 1:33 is decent.

[@MrCarGuy]

Abhishek Srivastava All of them can be made in China by copiers, and they are, but the finish and material is the difference.

[@markuseriksson8311]

That's just a standard ETA 2824, automatic with date movement

[@edudanel]

AP wanna be

[@EODHammer]

AP/Hublot ripoff....PERIOD

[@nickwilliam4255]

Ted Davis AP and Hublots are ripoffs, period. Enjoy shelling out $20k.

[@EODHammer]

I was stating that the watch shown has design characteristics of those watches and I'm fully aware of the price of both because I own or have owned both. I like my 15400 personally and I don't regret buying it for a second. I suggest that ML design their own and not blatantly rip off someone else's design.

[@Crypto_369_Trader]

with all due respect to ML. could you please stop stilling (Poorly) Genta design Why not create something ...