The Blue Company


We are delighted to announce that Maurice Lacroix will continue to collaborate with Mahindra Racing in 2023.


The two companies are delighted to present the new AIKON #tide Mahindra, which builds on their shared values, particularly their desire to make the world a little greener. This urban watch, decorated in the race team’s colours and made from ocean-bound upcycled plastic, contributes to a better world for all.


In 2020, Maurice Lacroix was named the Official Timekeeper of Mahindra Racing, a founding team in the ABB FIA Formula E World Championship. It’s a dynamic sport, continuously changing as technology evolves. Today, the all-electric single seater cars race at speeds touching 320 km/h and are capable of accelerating from 0-100 km/h in sub 3 seconds. While Maurice Lacroix admires Mahindra Racing for its success on the track, manifest with 23 podiums and 5 wins to date, it also applauds the team’s environmental stance. Indeed, the race team actively promotes EV technology as a means of making the skies cleaner and addressing the impact of climate change. Mahindra Racing’s values resonate with Maurice Lacroix and this was the primary reason that led to both firms forging a long-term partnership.


Last year, the Swiss watch brand unveiled its inaugural AIKON #tide model, made from ocean-bound upcycled plastic. It takes 17 plastic bottles to make one AIKON #tide 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 timekeeping, urban styling and high perceived value. By recovering plastic bottles from the ocean, Maurice Lacroix has made the world a little cleaner and a little better for everyone.


Now, the two environmentally-aware firms have joined forces, culminating in the release of a new watch, the AIKON #tide Mahindra, dressed in the race team’s colours and featuring a dial adorned with the team logo. Perpetuating the #tide story, this new model is again made from ocean-bound upcycled plastic. It features a black dial with a matching 40mm case. The bezel is executed in red and the black rubber strap sports Maurice Lacroix’s ‘M’ logo, also in a vibrant shade of red. In addition, the watch is supplied with a second strap, this time in red rubber with black accents. Equipped with the Maison’s Easy Strap Exchange system, it is simple to switch one strap for another without the need for tools.


Wherever you choose to be, show your colours, wear the AIKON #tide Mahindra and be part of this remarkable success story.

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