Maurice Lacroix X Label Noir

Maurice Lacroix X Label Noir

For Black Friday Maurice Lacroix has stepped out of the box with its popular AIKON Automatic model unveiling a brand new collaboration with Geneva-based watchmaker Label Noir. Translated from French Label Noir means Black Label and with all these black references it is not surprising that the new watch plays with different shades of anthracite and black.

Label Noir is the brainchild of watchmaker Emmanuel Curti, who after working for three major watch brands decided to start his own company restoring vintage watches. He soon branched out to reinterpreting and customizing watches for private individuals who wanted a one of a kind timepiece. He started Label Noir in 2014 around the time that the trend of watch coating became fashionable. Today Emmanuel Vurti creates unique pieces both for brands and individuals.

He contacted Maurice Lacroix to discuss his vision for the AIKON Automatic. He explains the approach “We really valued the urban and modern design of the AIKON. It’s a watch that lends itself to different finishes, it takes on a totally different look depending on the shades chosen. ” Thiébaut Bentz, International Product & Marketing Director, instantly loved the idea “When Emmanuel Curti told us about his desire to work on the AIKON we were struck by his creative, modern, and innovative approach. We saw the opportunity to redesign our most iconic model by changing certain elements that we wouldn’t have dared to change otherwise. That was also what allowed for a true collaboration!”

Maurice Lacroix Aikon Automatic Limited Edition Label Noir

Maurice Lacroix introduced the first watch under the AIKON name in 2016, unveiling a modern reinterpretation of its iconic Calypso from the 1980s and 90s. The first timepieces were powered by a quartz movement but by 2018 a full range of AIKON automatics was introduced.

The 42mm diameter case of the AIKON Automatic Limited Edition Label Noir is coated with gray DLC with a sandblast finish. The bezel remains the same black color as we have grown used to but the usual clous de Paris texture found on the AIKON Automatic has been replaced with a lacquered matte grey finish. The water-resistance of 200 meters remains unchanged as does the screw-down crown and bezel, with the six arms characteristic of the AIKON. The watch is fitted with a black leather strap which has been worked over to look like fabric. The traditional embossed M Logo and a triple folding buckle coated in black PVD complete the look.

The timepiece successfully plays with different shades of black as well as a harmonious mix of matte and shiny finishings. The AIKON Automatic Limited Edition Label Noir is available exclusively in Europe and the US on the Maurice Lacroix website.