In March 2022, Maurice Lacroix unveiled an innovative initiative, focused on creating watches and packaging from upcycled ocean-bound plastic. In collaboration with #tide, a specialized company in this field, Maurice Lacroix pledged to recover 10 million bottles within a 3-year timeframe. Remarkably, just 1.5 years into this journey, they have already collected over 7 million bottles from the seas, islands, and coastlines surrounding various islands in Thailand. The renowned watch brand from the Franches Montagnes now provides insight into its past accomplishments and reaffirms its future commitments.
Introduced the previous year, the AIKON #tide watches incorporate the iconic design elements of Maurice Lacroix’s highly popular urban watch, the AIKON. Crafted from upcycled ocean-bound plastic, available in a captivating range of new colors, these #tide models continue the brand’s legacy of delivering Swiss quality and high-perceived value. Additionally, this sustainable approach extends to the packaging of these timepieces.
In partnership with #tide, a Swiss-based specialist company, Maurice Lacroix has supported plastic collection initiatives and financed the acquisition of longtail boats, warehouses, and equipment. While their initial goal was to recover 10 million bottles over three years, they have made significant progress by gathering over 7 million bottles in just 1.5 years from the seas surrounding various Thai islands.
Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “At Maurice Lacroix we have enjoyed working with #tide and visiting the communities that are actively involved in recovering plastic bottles from the sea. As we near the completion of our original commitment made in 2022, we did not want to walk away…. this was never a one-shot deal for us. Our journey began by saying ‘that’s what a drop makes’, but I think we’ve already achieved much more than a drop. Nevertheless, none of us should be complacent… we believe in sustainability and that our work in this area must continue.”
Maurice Lacroix has also financed educational programs that involve delivering lectures in schools about the importance of recycling. Children have been given insights into the benefits of recycling, with the aim of raising awareness about the marine environment and preserving the oceans for future generations. To date, this joint effort has seen 550 children across 13 schools participate in educational workshops.
The plastic bottles collected from the sea and coastlines are meticulously sorted, cleaned, and compacted near the collection points. The bottles are shredded into flakes, which are then transformed into smaller granules, eventually combined with an undisclosed formula to create upcycled plastic. This upcycled plastic is then used to craft the brightly colored AIKON #tide watches.
In 2022, Maurice Lacroix launched its initiative with the slogan “That’s what a drop makes.” The AIKON #tide initiative has made a substantial impact, with 7 million bottles retrieved from the sea, translating to 7 million fewer bottles polluting the waters along the Thai coast.
With 3 million bottles left to achieve their goal, Maurice Lacroix has decided to maintain its support beyond the initial commitment. This sustainability initiative is not solely about collecting bottles from the sea but also about delivering benefits to the local community.
In addition to collecting more bottles, Maurice Lacroix will fund additional storage facilities for plastic and construct a pier in Ranong, facilitating safer and more efficient waste disposal from boats. With many workers residing on-site, accommodation facilities will be improved. Furthermore, Maurice Lacroix will continue to support the maintenance of longtail boats and the expansion of collection points in Thailand, with more ideas to follow. Currently, around 80 people are engaged in collecting plastic bottles, including 14 who work at the Ranong facility.
Some of the collected plastics, like polystyrene, are unsuitable for recycling. As a result, #tide is working on a pilot project to convert this waste into Eco Bricks, which can then be used to make furniture or even schools.
Thomas Schori, #tide’s Founder and CEO, added, “The collaboration with Maurice Lacroix is a perfect match because we share the same values: Swiss quality and perfection combined with humanity and respect for the environment. The relationship with Maurice Lacroix is a perfect example of a 360° partnership: Not only do we work together by supplying our ocean-bound plastic for their outstanding timepieces and packaging, thanks to Maurice Lacroix’s generous contributions, we have also been able to collect millions of plastic bottles, build warehouses, buy boats and educate people. This collaboration is of huge benefit to society, including the fauna, flora, and those people who have been affected by plastic pollution.“
For more information, please visit MauriceLacroix.com.
