Key Highlights
- Maurice Lacroix is named Official Watch of Real Betis Balompié for the remainder of the 2025/2026 season and the full 2026/2027 season.
- Brand visibility will include a pre-match countdown at La Cartuja Stadium inspired by the AIKONIC collection.
- The partnership reflects shared values of ambition, passion, and continuous improvement.
- Statements from Stéphane Waser and Ramón Alarcón underline a collaborative, long-term vision.
Maurice Lacroix watch displayed with Real Betis colours” />A Swiss Watchmaker Steps onto the Pitch
Announced in Seville on April 10, 2026, the agreement between Real Betis Balompié and Maurice Lacroix marks a new chapter for both brands. The Swiss watchmaker becomes Official Watch of Real Betis for the remainder of the 2025/2026 season and the full 2026/2027 campaign, coinciding with an important period in the club’s sporting trajectory.
For Maurice Lacroix, the collaboration goes beyond logo exposure. It aligns a watch company defined by precision and emotion with a club whose fans are known for intensity and loyalty, bringing the brand closer to a passionate global football audience.
The AIKONIC Countdown at La Cartuja
One of the standout activations centres on La Cartuja Stadium. Before kickoff, an exclusive countdown inspired by the AIKONIC collection will precede home matches, adding a time-focused ritual to the matchday experience and reinforcing the link between football and watchmaking.
The AIKON line, introduced in 2016, is the most contemporary expression of Maurice Lacroix’s design language and has been embraced by Millennials and Generation Z. Translating this collection into a large-scale stadium countdown gives supporters a direct, visual connection to the brand at every game.
Voices Behind the Agreement
Stéphane Waser, Managing Director of Maurice Lacroix
“In football, where the outcome of a match is often decided by the finest detail and within seconds, time becomes a dimension as essential as it is in watchmaking. Our watches accompany life’s decisive moments, and we aspire to stand alongside Real Betis at every key moment, both at La Cartuja and during away matches. Through this partnership, we aim to embody the intensity, precision, and passion that drive us.”
Ramón Alarcón, CEO of Real Betis Balompié
“For Real Betis, it is a pleasure to welcome a brand like Maurice Lacroix. This agreement allows us to continue growing alongside top-tier international sponsors and to develop new experiences that strengthen our connection with our supporters.”
Maurice Lacroix: Five Decades of Watchmaking Identity
Founded in 1975, Maurice Lacroix has built a distinct position in Swiss watchmaking by combining urban style with technical authority and strong perceived value. Its manufacture in the Franches-Montagnes showcases in-house movements, exclusive mechanisms, and signature models that highlight its horological expertise.
The MASTERPIECE Square Wheel (2010), the MASTERPIECE Mysterious Seconds (2013), and the Triple Rétrograde (2021) illustrate the brand’s mechanical ambitions and have contributed to more than 15 prestigious awards. These pieces underline a commitment to creativity and engineering within the MASTERPIECE family.
A pivot toward contemporary urban culture began in 2014, when demand for the return of the Calypso encouraged the design team to reinterpret its spirit for a new audience. In 2016 the AIKON appeared as the modern evolution of this heritage, its bold form resonating with younger generations and expanding into multiple references inspired by the pace of major global cities.
Why It Matters
This partnership confirms Maurice Lacroix’s strategy of engaging with cultural arenas that echo its core values of precision, emotion, and decisive timing. For audiences across the GCC, where football is deeply followed and Swiss watchmaking is highly regarded, the alliance with Real Betis offers a clear narrative that connects sport, design, and mechanical know-how. It reinforces the brand’s relevance among collectors who look for heritage with a modern, urban edge.
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Frequently Asked Questions
What is Maurice Lacroix’s role with Real Betis?
Maurice Lacroix is the Official Watch partner of Real Betis Balompié for the remainder of the 2025/2026 season and the full 2026/2027 season. The partnership was announced in Seville on April 10, 2026, and includes brand activations across the club’s platforms.
What is the AIKONIC countdown at La Cartuja Stadium?
An exclusive countdown inspired by the AIKONIC collection will precede home matches at La Cartuja Stadium before kickoff, creating a time-focused ritual that reinforces the connection between football and watchmaking. This activation gives supporters a direct visual link to the Maurice Lacroix brand at every game.
When was the AIKON collection introduced by Maurice Lacroix?
The AIKON line was introduced in 2016 as the modern evolution of Maurice Lacroix’s heritage and the most contemporary expression of the brand’s design language. It has resonated strongly with Millennials and Generation Z through its bold form inspired by major global cities.
