Maurice Lacroix and Label Noir’s Bespoke Customization Initiative
Key Highlights
- Bespoke program uniting Maurice Lacroix and Geneva-based customization specialist Label Noir.
- Collectors can choose curated presets or a full DIY mode for deep personalization.
- Customization spans materials, finishes, dials, indexes and bracelets via an intuitive digital studio.
- Builds on the success of previous AIKON and MASTERPIECE Skeleton Label Noir collaborations.
- Positions customization as an emotional act of co-creation between manufacture and collector.
A partnership built on monochrome creativity
Maurice Lacroix and Label Noir have transformed their collaboration into an exclusive customization program that makes luxury more interactive and personal. Rooted in the Franches-Montagnes manufacture’s watchmaking know-how and Label Noir’s graphic aesthetic, the initiative elevates personalization into an act of co-creation.
Founded in 2011, Label Noir built its reputation by reimagining timepieces through a disciplined black-and-white lens, occasionally accented with colour. Maurice Lacroix first embraced this language in 2020 with an urban AIKON edition that sold out within minutes, followed in 2024 by the MASTERPIECE Skeleton Label Noir, a limited series of 288 pieces that attracted collectors to its mix of architectural mechanics and stark minimalism.
A studio conceived for intuitive co-creation
This new chapter moves beyond limited editions to a structured yet flexible customization studio. The Maurice Lacroix x Label Noir initiative invites each client to design a watch that reflects their personality, starting with a choice between exclusive presets devised by Label Noir or a DIY mode offering wide creative freedom within Maurice Lacroix’s design codes.
Within the digital studio, materials, finishes, dials, indexes and bracelets form a modular toolbox. The interface is simple and fluid, encouraging experimentation rather than complexity and turning the process into a concise creative journey with Label Noir providing aesthetic and technical guidance.
From personalization to emotional luxury
For Maurice Lacroix Managing Director Stéphane Waser, the program brings the manufacture closer to its community by turning personalization into a collaborative, artistic and authentic experience in which the collector becomes a co-creator. Label Noir shares this view, insisting that each piece should express a story and that the goal is shared authorship rather than simple modification.
Each watch emerging from the initiative is presented as the outcome of a three-way collaboration between a manufacture, a specialist workshop and a collector, gently extending how Swiss watchmaking can engage its audience.
Urban Swiss watchmaking, reimagined
The customization program fits naturally within Maurice Lacroix’s broader trajectory. Since 1975, the brand has combined urban style with Swiss craftsmanship, developing Manufacture movements, in-house mechanisms and innovations such as the MASTERPIECE Square Wheel, MASTERPIECE Mysterious Seconds and Triple Rétrograde, and later reinterpreting its historic Calypso into the AIKON, launched in 2016.
Today, as Maurice Lacroix continues to draw inspiration from city life, the collaboration with Label Noir adds a new dimension: a platform where that urban energy is filtered through the tastes of each collector. For clients in the GCC and beyond, it offers a discreet way to commission a watch that is recognisably Maurice Lacroix yet precisely aligned with their own aesthetic codes.
Why it matters
By formalising its work with Label Noir into a bespoke studio, Maurice Lacroix extends its pursuit of high perceived value into co-creation. The initiative gives collectors a design-led way to align Swiss watchmaking expertise with their own visual language, underscoring a view of luxury defined by interaction, emotion and personal expression alongside materials and mechanics.
