Maurice Lacroix targets millennials with 25th anniversary Eliros watches


Maurice Lacroix’s youthful CEO Stéphane Waser was wearing an offbeat but no doubt fashionable camouflage suit jacket for this week’s presentation of 2021 novelties.

The message was clear: Maurice Lacroix is a millennial’s watch brand, capturing customers early, and “accompanying them on their path to success,” Mr Waser stated.


The target customer was represented for the launch of a 25th anniversary Eliros watch collection by contemporary dancers Dakota & Nadia, who were a hit on the French version of Britain’s Got Talent.

Dakota & Nadia wear Maurice Lacroix Eliros watches.

Eliros is a quartz-based family of watches with clean, uncluttered dials.

Maurice Lacroix has added four references this year, all inscribed on the back with ‘25th anniversary edition’.

There is an Eliros Date 25th with a choice of blue or white lacquered dials and interchangeable calf-leather strap or steel bracelet.

Mr Waser likes quick change straps because millennials, we are told, like things to be “playful and customisable”.

He is also into fashion, and new Maurice Lacroix Crew member French designer Adeline Ziliox, has put her name to two limited edition Eliros references, one with a black dial with a Clous de Paris pattern in the centre.

The other is in pink with more of a fabric texture on the dial.  “I wanted the pink version to be ultra-feminine. I have used a shade of powder pink, employing a material which provides a relief-effect, depth and character,” Ms Ziliox says.

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