Maurice Lacroix, a name synonymous with urban-themed watches, has just opened a new boutique in the fast-paced metropolis of Kuala Lumpur, one of the most exciting cities on the planet. The Maurice Lacroix boutique has been created in collaboration with Watatime, Malaysia’s leading authorised retailer of luxury watches. Upholding the brand’s distinctive ‘cool and young’ style of expression, this latest boutique is the second mono-brand ML store. Visitors to the boutique can view the company’s full product portfolio and learn more about the brand from the Franches Montagnes, its philosophy and its unique expressions of Swiss watchmaking. The opening of the new Kuala Lumpur boutique represents the latest chapter in the luxury marque’s global expansion strategy.

When Maurice Lacroix released the inaugural AIKON collection in 2016, it never envisaged that the urban-themed watch would go on to become a box-office sensation. The spiritual successor to the hugely popular Calypso model of the 90s, the AIKON tapped into the widespread affection for sporty-elegant timepieces. Youthful and stylish, the AIKON, with its refined dial and sumptuous case finishing, delivered high perceived value, an attribute that resonated with millennials and subsequently Gen Zers.

Despite the AIKON’s meteoric rise, Maurice Lacroix is not a ‘one-hit wonder’ and continues to enjoy much success with its ELIROS, FIABA, MASTERPIECE and PONTOS models. Keen to build on its achievements, Maurice Lacroix now brings its cool expressions of Swiss watchmaking to Kuala Lumpur, allowing clients to view all of the brand’s collection, set against an exciting urban-themed backdrop dressed in neon, metal and concrete. Highly trained staff will be on hand to provide specialist advice to clients and convey Maurice Lacroix’s unique approach to delivering Swiss quality and high perceived value.

Kuala Lumpur, the capital city of Malaysia, has a population of 8.8 million people and is also a beacon for tourists attracted to the many sights and experiences on offer. Maurice Lacroix, recognising the city’s huge potential, has opened a new boutique in The Exchange TRX in collaboration with Watatime, Malaysia’s leading authorised retailer of luxury watches. The interior of the boutique is inspired by various architectural structures found within the world’s leading cities.

Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “Last night, we celebrated the opening of our second Maurice Lacroix boutique, created in partnership with Watatime. Our urban watches are made for the fast-paced life of city living. The design of this latest boutique is inspired by the buildings, the streetscape and the vibrant tempo we associate with the great metroplises around the globe. The result looks cool and young. We are glad to be in Kuala Lumpur and plan to open another boutique very soon… maybe a little closer to home!”