Success expressed in a sustainable form
Once again, Maurice Lacroix takes center stage as the Official Timekeeper of the King of the Court, returning to the bustling urban landscape. In anticipation of the Royal Championships in Rotterdam, the brand hailing from the Franches Montagnes is set to unveil the AIKON #tide KOTC, a special edition timepiece infused with cutting-edge #tide technology.
Expanding upon its collaboration with King of the Court (KOTC), Maurice Lacroix seamlessly blends its urban-inspired design ethos with the dynamic world of beach volleyball and the ethos of #tide sustainability, all converging into a revolutionary offering.
Maurice Lacroix assumed the role of Official Timekeeper for King of the Court in 2021. KOTC organizes beach volleyball tournaments in iconic cities across the globe, infusing a sense of beach excitement into some of the world’s most renowned metropolises. This highly accessible sporting format allows spectators to immerse themselves in the adrenaline-fueled action, thanks to skyboxes strategically positioned around the court’s perimeter. These contemporary arenas witness top male and female beach volleyball teams from around the world competing for the ultimate podium glory.
In 2021, Maurice Lacroix introduced the groundbreaking AIKON #tide initiative. This urban-themed timepiece is crafted from upcycled plastic sourced from the ocean, with 17 bottles required to create a single AIKON #tide watch. Its eco-friendly packaging reduces ocean pollution by eliminating 17 plastic bottles. The AIKON #tide shares the exceptional qualities of the broader AIKON family, including Swiss precision, wearer comfort, and, in keeping with all Maurice Lacroix timepieces, a high perceived value. By rescuing plastic bottles from the ocean, Maurice Lacroix has contributed to a cleaner, more sustainable world for all.
The new AIKON #tide KOTC edition is adorned in a sleek black hue with golden accents, a stylish combination inspired by the KOTC color palette. A closer look at the dial reveals a motif consisting of various iterations of the KOTC crown-themed emblem. The hour and minute hands, as well as the indices, are coated with white Super-LumiNova® for enhanced visibility. A minute track lines a golden flange encircling the dial, and the date is prominently displayed at the 3 o’clock position. The case and bezel are understated, allowing the intricately detailed dial to take the spotlight on the center court. The black rubber strap features the iconic golden Maurice Lacroix ‘M’ logo, and the watch is equipped with the company’s Easy Strap Exchange system, enabling a hassle-free strap swap without the need for tools.
Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “The AIKON #tide KOTC perfectly encapsulates who we both are. Maurice Lacroix is urban, accessible and celebrates success, values we share in common with King of the Court. Moreover, we also wanted to showcase the AIKON #tide, a sustainable approach to watchmaking that removes plastic from our oceans while delivering Swiss precision timing. It’s a win-win.”
Wilco Nijland CEO & Founder Queen & King of the Court added “Our partnership with Maurice Lacroix felt from the beginning way more than just a collaboration. It feels like we are part of the ML family and that we are one team. When I saw the first King of the Court watch Maurice Lacroix created for us: it was such a special feeling to see this watch: great pure mix of both brands in a jewel.
With the introduction of the second KOTC watch, we add such a beautiful watch to the ‘collection’. A watch with a true story behind it. Made from plastic from the ocean and created for beach volleyball lovers.”
For more informatoi, please visit MauriceLacroix.com.