Maurice Lacroix was founded as part of Desco von Schulthess of Zurich in 1975. Founded in 1889, Desco von Schulthess (Desco) is an older company with roots in the silk trade. Since 1946, Desco has also been a representative for luxury watches including Audemars Piguet, Heuer, Eterna, and Jaeger-LeCoultre. In 1975, Desco started marketing watches under the brand name Maurice Lacroix.
By 1980, Maurice Lacroix had become so successful that the facility in Saignelégier ceased production for third parties.
During the 1990s, Maurice Lacroix experienced a "rocket-like" ascent with the launch of their high end "Les Mécaniques" line, later renamed the "Masterpiece" line. During this time, the company elevated itself to the high ranks of Swiss watch manufacturers by both maintaining traditional 'Swiss watch making art' and by creating their own movements for its Masterpiece Collection.
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