The Blue Company


Once intended to blend with its surroundings, camo has become a stylish form of city wear, much loved by fashionistas. These bold patterns are designed to compete with billboards and neon lights, ensuring the urban dweller always stands out from the crowd. Now, Maurice Lacroix unveils the AIKON #tide Camo, a quartet of quartz watches intended to complement any camo ensemble. The four variants, each limited to 1000 pieces, incorporate innovative #tide technology, uniting exclusivity and sustainability in one stylish ensemble.


The new AIKON #tide Camo sets aside the once utilitarian khaki hues of the past in favour of fresh, stylish shades, including storm blue, green park, frappucino beige and arctic pink. Each model is presented on a patterned strap and features a colour-coordinating dial, bezel and crown.


Every dial encompasses a sea of textured detail, a motif referred to as ‘vagues du Jura’, a nod to the brand’s home the Franches Montagnes. The hour and minute hands, along with the indexes, are lined with Super-LumiNova®, ensuring they remain visible at all times. A centre seconds hand, equipped with a colour-coordinating tip, befits the fast-paced tempo of city life, while the prevailing date, shown at 3 o’clock, completes the inventory of functions.


The watch is presented on a M-branded rubber strap featuring a random camo pattern with no two straps appearing the same, bestowing each watch with a note of individuality. Moreover, the model is equipped with the Maurice Lacroix Easy Strap Exchange system, providing a simple means of switching one strap for another without the need for tools.


Each version of the AIKON #tide Camo is housed in a 40mm case made from #tide material. In 2022, Maurice Lacroix announced a collaboration with #tide, a specialist in upcycling ocean-bound plastic waste. The watch brand entered into a long-term commitment with #tide to collect plastic bottles from the seas surrounding various islands in Thailand as well as Indonesia and the Philippines. It takes 17 bottles to make one AIKON #tide Camo and its user-friendly packaging, which means 17 fewer bottles polluting the ocean. The AIKON #tide shares the same attributes as other members of the AIKON family, namely Swiss quality, precision, notable wearer comfort and, consistent with all Maurice Lacroix models, it delivers high perceived value.


Stéphane Waser, Managing Director of Maurice Lacroix, remarks, “The AIKON #tide Camo is an über-fashionable camo-themed watch, incorporating groundbreaking #tide technology. Camo-patterned fabric regularly features on catwalks around the globe and is a popular sight in our cities. Recognising the widespread appeal of camo apparel, we felt the AIKON #tide Camo would serve to complement any stylish ensemble. Moreover, in releasing this watch, we have once again showcased our sustainable approach to watchmaking and our Swiss watchmaking expertise.”

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