We‘ll spare you the well-worn associations between watchmaking and the artistic crafts: meticulous craftsmanship, noble materials, ancestral techniques and so on. While they may be accurate, these parallels have been drawn countless times. To reinvigorate collectors’ interest in horological art, something fresh is needed.
Maurice Lacroix may have found an appealing approach. As part of its support for TimeForArt (a watch auction benefiting artists and contemporary art), the brand has unveiled a Masterpiece Skeleton entitled “With what eyes?” created by Rodrigo Hernández. It features two hand-crafted bronze monkeys facing each other across the visible mechanism of the skeleton movement.
The beauty of art lies in its subjectivity: everyone can appreciate it according to their own personal perspective. “There’s no accounting for taste,” as they say. However, Maurice Lacroix‘s approach deserves closer analysis, for at least two reasons.
A lasting commitment?
First, the company is no stranger to artistic collaborations. It partnered with Wallpaper magazine to revisit the Pontos collection with renowned designers like Jean Nouvel, Kris Van Assche and Patricia Urquiola. In 2022, it enlisted Thai street artist Benzilla to reinterpret the Aikon #tide. And, without any external assistance, Maurice Lacroix also produced the striking Urban Tribe, which showcases the art of engraving.
This collaboration with Rodrigo Hernández can be seen as a continuation of Maurice Lacroix’s growing artistic sensibility, with a decidedly modern twist. We’re a long way from 18th-century miniature painting or 20th-century grand feu enamelling. Maurice Lacroix’s choices reflect the vision of CEO Stéphane Waser: to create a distinctive universe for a unique brand, by seeking out emerging talents who take a contemporary approach to the artistic crafts. Maurice Lacroix is a brand of its time; what could be more natural than to partner with artists who are part of the zeitgeist.
Affordable artistic crafts?
The second reason lies in the brand’s positioning. Maurice Lacroix focuses on accessible luxury. The Urban Tribe, although produced in a limited edition, sold for less than CHF 2,000 – a reasonable price given the intricate work on the bracelet and bezel.
Will Rodrigo Hernández’s Masterpiece Skeleton “With what eyes?” follow suit? Probably not, as it’s destined for auction, with the goal of achieving the highest possible price.
Nevertheless, it confirms Maurice Lacroix’s commitment to periodically creating timepieces that incorporate accessible artistic crafts. While not a new niche – Koppo, Louis Érard and Awake have all dipped their toes in the water – the combined power of the Aikon line and the Maurice Lacroix name could signal a dream come true for many aspiring collectors: fine watches, richly decorated with artistic crafts, at affordable prices.
