Maurice Lacroix was founded as part of Desco von Schulthess of Zurich in 1975. Founded in 1889, Desco von Schulthess (Desco) is an older company with roots in the silk trade. Since 1946, Desco has also been a representative for luxury watches including Audemars Piguet, Heuer, Eterna, and Jaeger-LeCoultre. Over the years, Desco became more interested in the watch business, and in 1961 Desco acquired an assembly facility named Tiara in Saignelégier, in the Swiss Canton of Jura. There it produced private label watches for third parties. In 1975, Desco started marketing watches under the brand name Maurice Lacroix. Like other Swiss watch brands, including Rolex and Omega, the brand Maurice Lacroix does not correspond to any one individual.
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In 1874, Georges Edouard Piaget set up his first workshop on the family farm, situated in the small village of La Côte-aux-Fées in the Swiss Jura mountains.Situated in the Neuchâtel region, the company was dedicated to crafting pocket watches and high-precision clock movements for prestigious brands.
In 1911, Timothée Piaget, the son of Georges Piaget, took over the family firm. The company’s policy has been to be dedicated to the production of wrist watches ever since.
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It was in La Côte-aux-Fées, a small village in the Swiss part of the Jura, that Georges Édouard Piaget sketched the first strokes of what, decades later, was to become an inimitable signature in the world of luxury and fine watchmaking. In 1874, he started his first workshop on the family farm and devoted himself to making high-precision movements that he soon began supplying to the most prestigious brands. The business developed very quickly. Piaget’s fame spread far beyond the crests of the mountains around Neuchâtel, increased by demand from those who already recognized his signature on a movement as a mark of seldom-equaled expertise, and his workshop grew.
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