Revolutionary it ain't, but the Maurice Lacroix Aïkon has done something few others have: it has put time back on the wrist of people who had given up wearing a watch. Ordinary people looking for an alternative to the usual big names, in a style that takes the best of both the vintage and modern worlds, in the right size at the right price.
So far, so obvious, but if it really were that simple, everyone would have an Aïkon in their catalogue. And apart from the recent success of the Tissot PRX in a slightly different register (more overtly vintage), there is only one Aïkon and it's by Maurice Lacroix.
Colour blast
The brand, which is based in Saignelégier, is introducing four new variants, with a number of standout features. Firstly, three of them come in particularly vibrant colours, not often seen on watches: two are a vivid purple while the third is a muted yellow. The fourth is a more conventional all-over grey.
No shrinking violet
The three-hands/date models measure 42mm across, compared with 44mm for the chronographs. This will take many of us out of our comfort zone: who wears a 44mm purple chronograph? Pretty much no-one. Purple dials are few and far between and, with the exception of pure racing chronos, 44mm diameters are giving way to smaller sizes. For proof: the 39mm Aïkon (a size that suits any gender) is one of the brand's top-sellers. Maurice Lacroix could simply stick to a winning formula but instead has gone looking for size and colour combinations that shake up old habits. The whole point of the purple and yellow chronographs is to venture off the beaten track.
The two 42mm models, with light grey or purple dial, will be easier to wear. If we were staying with well-worn gender conventions, the grey would be for men, the purple for women. Which would, of course, be nonsensical. Each to their own (colour). Brands propose a range of products, customers choose what they want (or don't want) to wear according to their personal taste. But there is one feature of these four new releases that should get everyone on board, and that is titanium.
Making the grade
This isn't the first time titanium has been used in watchmaking - not by any means. But it is a first for Maurice Lacroix, as all previous Aïkon watches have been steel. What's more, the brand has had an ingenious idea that will make it stand out, despite being a latecomer to the party, and that is to use two different grades.
Broadly speaking, all the polished elements – the rider tabs, crown and pushers, plus the narrower bracelet links - are in grade 5 titanium. All the others – the case and bezel, the rest of the bracelet and the clasp – are grade 2.
It's a clever idea. Each grade has its own particular sheen, which gives these Aïkon a distinctive look. Grade 5 titanium is also more resistant than grade 2 and is therefore a welcome choice for parts that are more exposed to shocks, such as the rider tabs, pushers and crown.
These new Aïkon will be available within the next few weeks. Prices are CHF 2,700 / EUR 2,800 for the three hands/date and CHF 4,150 / EUR 4,350 for the chronographs.
