With a refined and subtle design from every angle, the new AIKON Automatic watch, born out of a collaboration between Maurice Lacroix and Geneva-based watchmaker Label Noir, exudes that same addictive, aesthetic energy.
 

While the clous de Paris texture traditionally found on the AIKON Automatic dial has been replaced, for the first time, by a lacquered matte grey finish, the bezel remains the same black colour, playing with matte and shiny finishes. The watch’s case middle bears a grey DLC coating with a sand-blasted finish, offering a subtle contrast to the case as a whole. Emmanuel Curti, watchmaker and founder of the Geneva-based company Label Noir, explains the approach: “We really valued the urban and modern design of the AIKON. It’s a watch that lends itself to different finishes, it takes on a totally different look depending on the shades chosen. ” Thiébaut Bentz, International Product & Marketing Director, was instantly captivated by the project: “When Emmanuel Curti told us about his desire to work on the AIKON we were struck by his creative, modern and innovative approach. We saw the opportunity to redesign our most iconic model by changing certain elements that we wouldn’t have dared to change otherwise. That was also what allowed for a true collaboration!” The AIKON Automatic Limited Edition Label Noir is available exclusively in Europe and the US on the Maurice Lacroix website.
 

Maurice Lacroix continues to produce watches whose perceived value is considerably higher than their price, even with the high-level finish of its models. The AIKON Automatic is the descendant of the Maurice Lacroix Calypso. This steel watch was one of the brand's iconic models in the 1980s and '90s and bore the same design codes that live on in the AIKON. In 2016, Maurice Lacroix produced a contemporary reinterpretation of this iconic piece with the quartz AIKON. In 2018, the saga was continued with the addition of automatic models, since then, the brand has continued to enrich its collections with new models, some of which are exclusive pieces.