Maurice Lacroix and Label Noir Unveil “The Lab”: Personalize Your Aikon Watch

Maurice Lacroix, a brand with a rich heritage since 1975, has once again partnered with Label Noir, a customization atelier founded in 2011, to launch an exciting new initiative: “The Lab.” This program empowers watch enthusiasts to become co-creators of their own personalized Aikon timepieces. Rather than focusing on pre-designed limited editions, this collaboration shifts towards an interactive online configurator, where users can meticulously craft a 42mm Aikon to reflect their unique horological preferences.

The partnership marks a significant evolution in Maurice Lacroix's offerings, especially as the brand celebrated its 50th anniversary in 2025. This bespoke program allows customers to delve into a highly interactive design process, choosing from various materials like steel, titanium, and ceramic, alongside an array of finishes for dials, indices, and straps. This level of customization, previously reserved for high-end luxury, is now made accessible, offering an engaging experience for those looking to own a truly one-of-a-kind timepiece.

This pioneering approach, offering a comprehensive online watch configurator, positions Maurice Lacroix ahead of its competitors in the mid-price luxury segment. It not only deepens the connection between the brand and its clientele but also transforms the act of purchasing a watch into a creative and personal journey. The ability to design a unique watch, which tells a personal story, adds immense value and joy, setting a new benchmark for customer engagement in the watch industry.

The introduction of “The Lab” by Maurice Lacroix and Label Noir signifies a forward-thinking movement in the watch industry, emphasizing individuality and creative expression. By offering a platform for personalized watch design, they are not only meeting the growing demand for unique luxury items but also fostering a deeper appreciation for the art of watchmaking. This innovative approach encourages consumers to embrace their distinct tastes and participate in the creation process, transforming a simple purchase into a meaningful and enduring experience.