Paris Fashion Week: Maurice Lacroix Unveils Its New Masterpiece Embrace

Paris Fashion Week: Maurice Lacroix Unveils Its New Masterpiece Embrace

Watchonista is at Paris Fashion Week for a sneak peek at some exciting new Maurice Lacroix women’s timepieces on the runway of Adeline Ziliox.

By Sophie Furley

Paris Fashion Week is the last in a series of fashion weeks, starting in London and then continuing to Milan and New York, before ending in in the City of Lights. It is a series of fashion designer presentations held biannually for the spring/summer and autumn/winter haute couture and ready-to-wear collections. But it isn’t only fashion being showcased this year, Maurice Lacroix is also unveiling a series of new ladies’ timepieces on the catwalk of its ambassador, fashion designer Adeline Ziliox.

Adeline Ziliox, Fashion Designer

Maurice Lacroix announced its collaboration with Adeline Ziliox last year with the designer’s models wearing the brand’s AIKON Automatic 35mm watches during an exclusive couture show to mark the partnership at the Maison d’Alsace in July. The Swiss watch brand and the French fashion designer joined forces again last night for Paris Fashion Week where Ziliox’s models were dressed in brand-new timepieces that were a perfect match for her urban chic style. “Adeline’s values and the way she works is very similar to what we do. She has an urban, young, fresh mindset, which we also have at Maurice Lacroix,” shared Stéphane Waser, Managing Director, Maurice Lacroix.

Maurice Lacroix Masterpiece Embrace

One of these new collections was the Maurice Lacroix Masterpiece Embrace, a mechanical complication for women featuring a retrograde date and a unique small seconds indication with two hearts that rotate around each other. Those who are familiar with the brand will see similarities with Maurice Lacroix’s famous patented square wheel complication, which served as inspiration for this new timepiece.

For The Independent Woman

This new Masterpiece Embrace collection comes in a 40mm-sized stainless steel case which is relatively large for a women’s timepiece, but this is a watch for independent and stylish women who are not afraid to stand out.

Blue Aventurine And White Mother-Of-Pearl

There are two versions, one with a blue aventurine dial and silver colored hands and hearts, and the other with an engraved white mother-of-pearl dial and rose-gold-colored details. Both models are powered by the brand’s in-house automatic caliber ML258 that has been beautifully finished with rhodium-plated bridges and rotor, and a Côtes de Genève motif.

Two Feminine Complications For Lovers

The two complications pay tribute to love with the retrograde date hand at five o’clock shaped in the form of Cupid’s arrow, poised to strike. The date is framed by the French words “Je t’aime, un peu, beaucoup, à la folie”, which translate into the English lover’s game of “He loves me, he loves me not”. At 10 o’clock, the hearts lead a mesmerizing dance as their tiny teeth interlock in tune to the seconds. The idea of the turning hearts is to represent the roller coaster ride of romantic relationships with their intense highs, but also the lows that are part of every love story.

New Moon Phase For The Maurice Lacroix Fiaba Moonphase

In addition to the new Masterpiece Embrace, Maurice Lacroix also unveiled a new trio of timepieces from its Fiaba line that highlight a brand-new moon phase indication. The three new models come in a 32mm case size with two stainless steel versions and a bicolor model. They come on elegant matching metal bracelets with three links across and butterfly clasps.

Redefined Fiaba Dials

The dials of the new Fiaba Moonphase models come in a choice of white mother-of-pearl or a sunray blue and, for the very first time, feature Arabic numerals. Other details on the dial include drop-shaped indexes, leaf-shaped hands and a ring of 46 diamonds in the central part of the dial. The timepieces are powered by quartz movements that indicate the hours, minutes and seconds in the center, a date at three o’clock and the new moon phase function in a crescent-shaped window at six o’clock.

A Strategy Uniquely Feminine

With so many gorgeous feminine timepieces on display we asked Waser about his strategy for Maurice Lacroix’s women’s offering: “For the first part of the year we want to rework the ladies collection. We have the Aikon ladies collections in different looks and styles for every occasion, and now we want to add more timepieces at the higher-end with the Masterpiece Embrace, but also the lower-end with the Fiaba Moonphase."

The brand’s male/female split is about 80% to 20%, but they want to increase their women’s segment. With these new women’s watches highlighted in such a glamorous way during Paris Fashion Week, this shouldn’t be too difficult.

“Success is a journey, not a destination, with its ups and downs, and everyone goes through the same thing, so if we can support Adeline and she can support us, we can do things that are relevant to our customers,” says Waser.

This is the first part of the journey, but with more plans and partnerships in the works (further details to be revealed later), Maurice Lacroix is reinventing itself in a fun and dynamic way that makes perfect sense in today’s fast-changing world. And at Watchonista, we certainly look forward to seeing more Maurice Lacroix watches on the world’s fashion runways, paired with the incredible work of Adeline Ziliox.

(Images provided by Maurice Lacroix)

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Maurice Lacroix at the Paris Fashion Week 2020 with Friend of the Brand Adeline Ziliox!