Maurice Lacroix is a Swiss luxury watch manufacturer with production sites in Saignelégier and Montfaucon in the Jura and corporate headquarters in Zurich. The brand was created in 1975 by the Zurich trading company Desco von Schulthess AG and developed from private-label assembly into a vertically integrated watch manufacture. Maurice Lacroix produces both quartz and mechanical watches and is known for its ''Masterpiece'' line and the commercially successful ''Aikon'' collection. The company is a subsidiary of Medinova AG for certain legal/branch registrations and has been held as a majority interest within the DKSH corporate group since 2011 (see Ownership).
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![Maurice Lacroix headquarters and manufacture in [[Saignelégier]], [[Jura, Switzerland | Jura]], featuring an advertising banner of Wikipedia founder [[Jimmy Wales]] from the brand's 2010 ambassador campaign.](https://upload.wikimedia.org/wikipedia/commons/d/d0/Usine-Maurice-Lacroix-Jimbo.JPG)
Maurice Lacroix is a Swiss luxury watch manufacturer with production sites in Saignelégier and Montfaucon in the Jura and corporate headquarters in Zurich. The brand was created in 1975 by the Zurich trading company Desco von Schulthess AG and developed from private-label assembly into a vertically integrated watch manufacture. Maurice Lacroix produces both quartz and mechanical watches and is known for its ''Masterpiece'' line and the commercially successful ''Aikon'' collection. The company is a subsidiary of Medinova AG for certain legal/branch registrations and has been held as a majority interest within the DKSH corporate group since 2011 (see Ownership).
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