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Press Release

MAURICE LACROIX AND ANTIQUORUM PRIVATE SALE OF 40 UNIQUE PIECES 40 YEARS, 40 UNIQUE PIECES

Sept. 9, 2015

MAURICE LACROIX AND ...

40 YEARS, 40 UNIQUE PIECES

Since 1975, the Maurice Lacroix Manufacture has led the way in watchmaking creativity, embracing new technologies, showcasing time with provocative designs and drawing on the very best of Swiss watchmaking expertise. To mark its 40th anniversary, Maurice Lacroix has decided to join forces with the Antiquorum auction house for an unprecedented initiative: a private online sale of 40 unique pieces resulting from 40 years of creativity.

The private sale will be held from 8-23 September 2015 exclusively on the new Antiquorum e-commerce platform, the Antiquorum Watch Boutique (watchboutique.antiquorum.com). This new digital space for fixed price watch sales offers an affordable alternative to the traditional auction model. The Maurice Lacroix private sale will open on Tuesday, 8th September at a gala evening at the Antiquorum head office in Geneva.

IN SEARCH OF THAT VERY SPECIAL PIECE

The brand`s never-ending quest for creativity and its bold mechanical and aesthetic approach has led to the creation of many «concept watches» and other «secret» pieces that have never before been offered for sale. 40 years of innovation are well worth celebrating! Maurice Lacroix decided to do just that by sharing some of its treasures with connoisseurs, lovers of fine watches in search of a timepiece that`s very special – or indeed unique in this case! The Jura-based brand has divided the 40 selected pieces into four categories:

ICONIC – INNOVATION – GLAMOR – DESIGN

Over the last decade, Maurice Lacroix has introduced several revolutionary pieces that have literally bowled over the watchmaking industry by offering alternative readings of time that are both ingenious and a delight to behold. These complications, initially presented only in theoretical form, could not be manufactured immediately as the means of production were not yet sufficiently accurate.

But the brand persevered and a few years later, successfully brought out pieces such as the Masterpiece Square Wheel, the Masterpiece Mysterious Seconds, and more recently, the Masterpiece Power of Love.

The «Square Wheel», which garnered numerous distinctions, is no doubt the jewel in the crown. To some extent it perfectly symbolizes Maurice Lacroix, an icon of modern watchmaking. The three unique «Square Wheel» models presented at the Antiquorum private sale will certainly waste no time in hypnotizing their happy buyers.

In terms of innovation, Maurice Lacroix has demonstrated time and again its ability to combine both technical and mechanical innovations with perfect esthetics, without the slightest need for compromise. For proof of this, look no further than the sleek and ultra-sporty Pontos S Extreme. Its Powerlite® case (a patented alloy of five materials) boasts extremely interesting technical properties (it’s three times lighter and two times stronger than steel), and its anodizing process make subtle color plays possible. Thrill seekers take note: the Antiquorum private sale will feature four unique versions of the Pontos S Extreme.

When it comes to attracting women, Maurice Lacroix is not to be outdone. Over the years, the brand has developed a series of graceful and refined complications specifically for women, superbly showcasing its watchmaking expertise and attention to detail. The Antiquorum private sale will also enjoy a dash of glamor, with no less than eight delicately gem-set Masterpiece timepieces.

Maurice Lacroix is known for its highly intricate designs and it is no coincidence that that the brand has already notched up an impressive total of thirteen Red Dot Design Awards. Daring, balance and perfect finishings run like a unifying thread throughout these pieces. But the ultimate touch that makes them unique is the mastery of light and color at which Maurice Lacroix excels. The brand›s designer teams play on contrasting finishes to showcase subtle, profound and sometimes surprising tones that never fail to make an impact.


«To celebrate our 40th anniversary with a difference, we decided to invite our community behind the scenes of our brand by sharing some original models, kept strictly under wraps by our development unit over the years. A privileged few will be lucky enough to acquire these subtle blends of watchmaking design, innovation and know-how that mark out the progressive nature of our brand. They bear ample witness to the continual development of Maurice Lacroix over the past four decades.»

STEPHANE WASER, MANAGING DIRECTOR OF MAURICE LACROIX

«This project between Maurice Lacroix and Antiquorum will be an opportunity to celebrate 40 years of passion for fine watchmaking through a representative selection of unique watches of the brand, presented exclusively in a private sale on our new e-commerce platform, Antiquorum Watch Boutique – a world entirely dedicated to collectors.»

GEOFFROY ADER, MANAGING DIRECTOR, ANTIQUORUM ONLINE

“We are delighted to offer an exceptional selection of Maurice Lacroix unique pieces on the Antiquorum Watch Boutique, marking the fortieth anniversary of the iconic brand and the first ever curated sale on Antiquorum’s e-commerce site, “ said Evan Zimmermann, President & CEO of Antiquorum. “It is a pleasure to continue to present our clients with new and exciting ways to enjoy the wonderful world of fine timepieces.”

EVAN ZIMMERMANN, PRESIDENT AND CEO, ANTIQUORUM


ABOUT MAURICE LACROIX

The Maurice Lacroix brand is based in Saignelegier in the Swiss Jura, a region long known for its watchmaking prowess. In 2008, the Swiss company designed and developed its first manufacture movement. Since then the number of its own-brand calibers has grown to 13.

In recent decades, the profession has recognized the technical creativity and craftsmanship of Maurice Lacroix watches with a number of prestigious awards. The manufacture produces 90,000 watches a year and its international distribution network boasts 3,000 points of sale. The company continues to expand based on the winning formula of quality, reliability and authenticity expressed through playful and eclectic designs, patented technology and high-performance materials. Maurice Lacroix is constantly looking for new and innovative ways to chart the passing of time, while respecting the traditions of Swiss watchmaking craftsmanship, with its «passion for progress», that lie at the heart of the brand’s philosophy.

ABOUT ANTIQUORUM

About Antiquorum: Established in Geneva in 1974, Antiquorum has carved its own unparalleled niche in the auction world through its focused expertise in horology and by cultivating a thriving collector’s market for timepieces worldwide. The world’s premier auctioneer of fine modern and vintage timepieces has set world records for auction sales and holds approximately ten auctions a year in Geneva, New York and Hong Kong, with previews held in major cities worldwide. Antiquorum maintains offices in Bangkok, Beijing, Dubai, London, Milan, Munich, Moscow, Paris, Shanghai, Singapore and Tokyo.