Beauty & Style | Saturday 22 September, 2018 8:00 pm |

Swiss company Maurice Lacroix held a workshop in the city of Prague in the Czech Republic to introduce the latest models from the “Masterpiece”, “AIKON” and “ELIROS” families, which will be launched in markets with the beginning of 2019. The workshop was held in the presence of Maurice Lacroix General Manager Stéphane Waser and a large number of the company’s agents from all over the world. During the workshop, the company officials made a special demonstration of the newest models of the “AIKON Automatic Skeleton” with its wide, open-worked case, which will be focused on in the future.

During this occasion, General Manager of Maurice Lacroix Mr. Stéphane Waser stated: “We are happy with organizing this important meeting which brings us together with our agents and success partners globally to introduce our designers’ latest creations, modern innovations and unique designs offered by the new collection that suits all modern tastes”. On the sidelines of the private meeting with the Executive Manager of Al Ghazali Trading Company, Maurice Lacroix’s agent in Saudi Arabia, Abdullatif Mohammed Al-Abdullatif Mr. Stéphane Waser emphasized on the importance and the power of the Saudi Market, as well as the role Al Ghazali plays to increase its share of sales. He also added that “AIKON” has a new modern design, and each of its elements is characterized with luxury, a high-quality finishing touch and a high precision Quartz movement system. It represents the image of Maurice Lacroix stuck in the minds of consumers, which is expected to remain that way for decades to come.

 

On his end, Abdullatif Mohammed Al-Abdullatif, Executive Manager of Al Ghazali Trading, praised the new collection of watches Maurice Lacroix displayed during the workshop, describing it as an important addition to the Saudi Watch Market. Abdullatif said: “We are always keen on the Saudi Market and the Saudi Consumer being the first to receive the latest models released by Maurice Lacroix, where the Saudi Market witnessed an increased growth in sales thanks to the modern designs and marketing plans followed by the company with focus on social media sites such as Facebook and Instagram”.

At the end of his statement, Abdullatif pointed that the new models’ prices range from 2700 Riyals to 30000 Riyals, and that “AIKON” watches form 50% of Maurice Lacroix’s sales.

Each new collection has its own unique style and personality designed specifically for it by Maurice Lacroix. The “ELIROS MOONPHASE” is described as simple, balanced, well executed and with a slight retro touch. The Eliros collection offers a range of fine chronographs in stylish tonalities and mounted on calf leather straps or trendy “milanais” bracelets easy to wear and appropriate with probably any type of dress code.

While in the spirit of contemporary creation, Maurice Lacroix has made “AIKON Automatic Skeleton” the sum of many new features. In a wide AIKON case, reshaped in order to house this new type of movement, Maurice Lacroix gives the manufacture ML234 calibre its maiden voyage. It is openworked according to a whole new pattern, designed purposefully for this timepiece.

And as for the “MASTERPIECE Squelette”, the anatomy of the ML134 skeleton movement is proudly showcased through the sapphire crystal case back. Its components are manufactured and skeletonized with special care and attention, and each component is individually polished. The bridges and disks and the wheels and pinions of the mechanism are thus on full view, perfectly finished down to the smallest detail. With its almost sporty appeal, the Masterpiece Squelette opts for minimalist finish, revealing its bold esthetic. The bridges are treated with tantalum or gold colored PVD, coated with a satin finish that highlights their structured harmony and balance.