Maurice Lacroix | House of Maurice Lacroix 2025

The Legacy Room – a curated room installation that made 50 years of brand DNA visible – was at the center of the house. Here, the history of the brand unfolded on the industrially staged Legacy Wal. Pull-out panels and drawers made it possible to interactively discover the milestones of Maurice Lacroix: original sketches, vintage watches, technical components and pages from historical catalogs told the story of the brand – from the first watch in 1975 to the plans for the coming years.

The journey through time ended with a selfie mirror in which visitors could symbolically pose as part of the ML crew. The anniversary book created by Maurice Lacroix was also launched in this room – a manifesto of the brand identity and its history.

To match the individual Maurice Lacroix collections, four other rooms in the hotel were transformed into brand spaces. Each room was given its own character and storytelling, tailored to the product design and target group.

In the room for the PONTOS collection, visitors entered a basketball court where they could put their throwing skills to the test. In an environment of neon light and concrete look, the fusion of urban lifestyle, sporty performance and the finest watchmaking art was brought to life, dynamically showcasing the versatility of the collection.

The FIABA collection was staged in an all-white room that invited visitors to capture a personal moment in time on colored dial stickers. The individually marked times could be placed throughout the room and on the oversized Maurice Lacroix logo. Over the course of the days, a growing installation of colors, emotions and memories emerged as an expression of the playful elegance of the collection.

The AIKON collection was presented in a mirrored room for all those who dare to be an icon and not just wear a watch but show attitude. On the mirrored catwalk between mirrored walls, a reflective sphere installation and a neon logo, visitors could put themselves in the spotlight on the photo spot. The new collection could also be discovered at the interactive table.

The space for the MASTERPIECE collection allowed visitors to immerse themselves in the beating heart of the art of watchmaking in an immersive installation. A walk-in movement with pulsating light, oversized gears and an audible heartbeat made the precision and passion of traditional watchmaking not only visible, but also tangible.

From mood board to brand experience in just six weeks