When Fashion And Watchmaking Become One

Press Release

When Fashion And Watchmaking Become One

The watchmaking manufacture is proud to welcome Yannick Aellen, the avant- garde founder of the Mode Suisse platform, to the brand’s circle of friends. A talented individual who Maurice Lacroix will also support through the Mode Suisse organisation, as the brand will encourage a young Swiss talent to participate in each Mode Suisse event.

“There is a depth to watchmaking that really moves me. Maybe that’s because the meticulousness with which watchmakers exercise their craft reminds me of the delicate hands you see in high fashion brands. Whatever it is, for me, Maurice Lacroix incarnates accessible luxury. This is a brand that has been able to capture the imagination with affordable and contemporary Swiss-made timepieces,” enthuses Aellen. Starting as a casting director in Paris before becoming a production designer, this well-rounded artist has collaborated with some of the most important creative personalities of the 21st century, such as Raf Simons, Alexander Wang and even Lady Gaga. The founder of Mode Suisse, a platform that seeks to promote local young creators, he has discovered, in the Maurice Lacroix brand, a number of young, ambitious and passionate individuals.

“With the Mode Suisse organisation, we’re speaking to the same people: urbanities, people who are connected, adventurous, modern; people who are not afraid to believe in their dreams. Yannick Aellen has this passion and we are thrilled at the prospect of creating a history together,” says Stéphane Waser, Managing Director.

Impressed by the diversity of the watches on offer, the founder of Mode Suisse was particularly taken with the AIKON line. “It can change to suit your desires. That’s what makes it timeless. Today, watches are the reflection of a stylistic identity. They’re a fashion accessory, no less than jewellery or leather goods.”

Mode Suisse, Yannick Aellen & Maurice Lacroix

Mode Suisse seeks to create synergies between different actors in the fashion industry, as well as those who have a passion for it. Since its creation in 2012, the organisation has held two events a year in Switzerland, a showcase for local talents. It took only two years for Yannick Aellen and his teams to expand Mode Suisse beyond the country’s borders. Since then, the platform has developed a number of different promotional means to showcase designers, particularly in Paris and New York. Each season, Maurice Lacroix will support a Swiss designer participating at a Mode Suisse event in Switzerland, thereby helping to provide exposure to a talented creator. As for Yannick Aellen, Maurice Lacroix will take every available opportunity to shine a light on his many activities, whether it’s as an artistic director for some of the biggest names in fashion or his successful collaborations with different lifestyle programmes. And there’s no doubt that his new Maurice Lacroix watch will accompany him in all the major events to come in his career.