Desco von Schulthess (Desco) is an international trading company best known for establishing the Maurice Lacroix brand. Established in Zürich in 1889 as a distributor of silk and other goods from Asia, Desco became the agent for many luxury and mass-market watch brands in certain parts of Asia after World War II. Finding the watch business extremely lucrative, Desco established an assemblage business in Saignelégier and began producing watches and movements for other brands in 1961. Highly successful in this endeavor, Desco von Schulthess went on to launch its own watch brand in 1975.

Swiss rules dictated, however, that a company had to be named after an employee. Thus, Desco selected Monsieur Maurice Lacroix, their Director for Silks in Lyon, France to headline the brand (and it helped that the name also sounded romantic), and the first timepiece under the name Maurice Lacroix was launched in Austria that same year.

Thanks to the attractive design of the watches (and their excellent price-performance ratio) Maurice Lacroix has seen rapid growth since the early 1990s, and gained ‘manufacture’ status in the early 2000s. Becoming independent of its parent company in October 2001, the Jura-based watch brand has been owned by the Asia-focused market development conglomerate DKSH since 2011.

In 2016, Maurice Lacroix “resurrected” one of its most popular watches from the 1990s, the Calypso, to produce the AIKON (pronounced “icon”). First released as a collection of quartz movements, the AIKON has proven to be a bestseller for the Jura-based brand and the collection has grown to encompass mechanical movements with different dial colors and various case materials and complications.

Indeed, the AIKON has proven to be the perfect urban-inspired timepiece, appealing to both Millennials and members of Gen Z by uniting the freshest urban style (like the six polished “arms” placed around the bezel, as well as the integrated bracelet usually consisting of five links) with Swiss precision while, most importantly, delivering high perceived value (read: very affordable).

But despite enjoying extraordinary success with its urban-inspired model, Maurice Lacroix has continuously revisited their popular AIKON, and in the spirit of continuous improvement has revisited the inaugural quartz models to unveil new and updated versions of the AIKON Quartz for 2023.

Consisting of four new 35mm models for the ladies, and one 40mm bi-color version for the gents, the new AIKON Quartz continues to impress with its Swiss quartz movement, and its distinctive bezel endowed with six arms, which resonated with style conscious wearers appreciative of its modern aesthetic. Aside from this, the flat sapphire crystal, sitting flush with the neighboring bezel; the screwed crown and screwed caseback; as well as the integrated bracelet or strap continue to distinguish the 2023 versions of the AIKON Quartz.

“In the spirit of continuous improvement, (Maurice Lacroix) has revisited the inaugural quartz models to unveil new and updated versions of the AIKON Quartz”

The first of the 35mm stainless-steel models is a refreshing Piña colada model that’s just perfect for “escaping from it all.” Water resistant to 100 meters, this sporty model is ideal for summer wear during the day but seamlessly transitions to the dance floor when the sun goes down courtesy of the sparkles of its diamond-set indexes that complement its matte white dial. And aside from the “standard” 5-row stainless steel bracelet, this model becomes a fashion icon with an optional white M-branded rubber strap.

The model with the black dial, on the other hand, is the spiritual opposite of the white-dialed model. Always fashionable, this “horological temptress” makes a statement at all times of the day and is particularly glamorous at night with its diamond-set indexes paired with its obsidian-like black dial. This model is also presented with an M-branded rubber strap albeit this time in matching black.

For the more conservative of us, there is the option of the blue-dialed model, which hones its urban-style with silver-toned indexes incorporating Super-LumiNova treatment matched with a sparkling blue sunray dial. Once again, housed in a 35mm stainless steel case, the watch is presented on a blue M-branded rubber strap, matching the dial and its effortlessly cool vibe.

Last but not least, is the 40mm bi-color gents model, which adds a dose of warmth into the stainless steel mix with its six-arms made of 4N PVD gold that span the bezel. The silver sun-brushed dial serves as a foil for the gold-toned hands and indexes to shine brightly, while the date aperture at 3 o’clock also framed in 4N PVD gold, heightens the overall sense of luxury. Finally, the gents model is presented on a 5-row bi-color bracelet, completing the look of this stylish ensemble.

All the updated models of the AIKON Quartz feature a center seconds hand and a date aperture at 3 o’clock, as well as an Easy Strap Exchange system that allows the provided straps to be easily swapped out without the need for tools. Since its inception in 2016, the AIKON has been the epitome of contemporary urban styling and Swiss precision, all wrapped in an accessible package of perceived high value. This new AIKON Quartz line aims to continue that tradition.