Maurice Lacroix and Label Noir launch interactive watch design hub
Maurice Lacroix has launched a new bespoke customization program in collaboration with Geneva-based atelier Label Noir, transforming the customer experience into a co-creative process. This initiative allows customers to engage in a personalized design journey, moving away from conventional upgrades to a more interactive and emotional experience. The partnership has previously yielded successful timepieces that sold out quickly, highlighting the strong demand for unique designs. The new program features an online design studio where users can choose between curated presets or fully customize their watches with a variety of materials, finishes, and components. Maurice Lacroix aims to redefine luxury by shifting the focus from exclusivity to participatory design, emphasizing that each timepiece should tell a unique story. This approach is expected to shape the future of high-end urban watchmaking, fostering a deeper emotional connection between brands and collectors.
