Extraordinary Maurice Lacroix Time

Private label watch brands hold a time-honored distinction in the watchmaking industry. For generations a number of Swiss watchmakers provided movements, cases and entire timepieces for other Swiss watch brands.

Legendary watchmakers Zenith, Baume & Mercier and Roger DuBuis produced movements and entire timepieces for other prestigious brands in the 1900’s, including Tiffany, Cartier and Rolex.  More recently, popular watchmakers TW Steel and Maurice Lacroix started as private label watchmakers, producing timepieces under various brands before offering their house brands to the public.

Interestingly, many of today’s most sought-after fashion watch brands: Michael Kors, Burberry, Tory Burch, Emporio Armani, Marc by Marc Jacobs, DKNY and Diesel are produced by popular American watchmaker Fossil under licensing agreements.

MLACROIX-MP7208-SS001-000Maurice Lacroix’s origins began in 1975 as a manufacturer of private-label timepieces for its parent company Desco.  Every element of the brand’s timepieces was produced in-house at their manufacturing facilities in Switzerland.

By 1980, the private label’s prominence and popularity were so much in demand that Desco halted the production of third party timepieces at its Swiss manufacturing plant and introduced the Maurice Lacroix brand, featuring the premium quality and expert craftsmanship of its private label models.

In the early 1990’s, Maurice Lacroix introduced the Masterpiece watch collection and the brand immediately rose to international acclaim for its bespoke automatic and mechanical timepieces for men and women.

Maurice Lacroix wristwatches are showcased this week at luxury retailer TheWatchery.com during the site’s week-long Maurice Lacroix Extraordinary Timepieces For Men & Women event. Heralded timepieces from the brand’s Masterpiece, Les Classiques and Pontos collections are featured in the event.

The Maurice Lacroix Masterpiece Squelette Tradition men’s timepiece is an extraordinary choice. This prestigious mechanical timepiece features a premium-grade stainless steel case brushed and polished to perfection. The handsome black crocodile strap adds to exceptional good looks.

The stationary, perfectly round stainless steel bezel encircles the captivating skeleton dial with luminous hands. A skeleton caseback provides an alternate view of the intricate Swiss-made mechanical movement inside.

Masterpiece men’s watch is 42mm in diameter, 14mm thick and is water-resistant to 50 meters.

Complementary shipping is included on all domestic watch purchases at TheWatchery.com.

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