▼▼▼A lot of charm about icons! "I want you to see here!" Click here for the video▼▼▼
Maurice Lacroix's masterpiece model, icon series, which is now in demand in each watch media.
Why is it that the new star model that suddenly appeared attracts so many people?
Maurice Lacroix's official retailer, Eye Isuzu G-Time, will thoroughly explain the secret of its popularity.
(actual store photo)
Hello everyone.
I wonder if there are many people who read the blog slowly at night? ?
Good evening to those of you who are reading this at night.
I am a watch store in Kagawa Prefecture and a regular dealer of Maurice Lacroix.
As I introduced at the beginning, Maurice Lacroix's icon series is currently gaining momentum .
We have received many inquiries every day at our store, and the popular models are available as soon as they arrive.
It will sell out.
Does the manufacturer have this model in stock? ! even if you ask
I'm sorry, the next shipment is undecided. . .
What a often said.
While the world is fighting the corona virus, the watch industry continues to be in a very difficult situation.
However! As for this Maurice Lacroix , it is a marvelous result that achievements are rather improving. Why on earth is this model that suddenly appeared attracts so many people?
"color usage?"
"The shape of the case??"
"The texture of the bracelet??"
"No, no, it looks cool!!!"
Even if you talk to customers at the store, you will hear various words.
Currently, I think that the series that can be said to be the face of the Maurice Lacroixbrand is definitely the Icon series.
However, I would like everyone to think about it for a moment. Something with a long history and glorious episodes .
Omega Speedmaster.
Tag Heuer Carrera.
Or a Breitling Navitimer.
There is no kyrie when I say it,,,.
So why is the icon series that suddenly appeared so popular with so many people?
Supervised by Maurice Lacroix regular dealer active staff! !
If you read this, you will know all about the Maurice Lacroix icon! !
I supervised such an article.
In fact, the icon also has a solid history and identity.
I hope that I can convey the charm through this article, so thank you! !
First of all, I would like to touch on the history of the brand Maurice Lacroix.
As a brand, we released the first model in 1975 .
The brand has a history of 45 years, but the parent company Desco von Schultes, which is also the predecessor company of Maurice Lacroix, has been involved in the watch business since 1946, and counting from there, this year marks the 74th year. It's also a brand.
In 1989 a factory was established in Seineleger.
Continuous investment will make it one of the most modern factories in the watch industry.
Movements and unique timepieces made in this factory have continued to fascinate many people around the world.
In particular, the manufacturing technology of the case has a good reputation, and for a while,
King of Diamonds Harry Winston,
Blancpain, the world's oldest watchmaker
It seems that he was also involved in the manufacture of the case of Lange & Söhne, one of the five major watches in the world .
Since then, it has evolved into a complete manufacturer brand by manufacturing many in-house movements.
Manufacture is a brand that can consistently manufacture in-house from the production of parts to the assembly of watch cases .
Although the watch industry is wide, the number of manufacture brands is very small, and it is recognized that manufacture = reliable technology .
2016icon appeared!
And finally, as a reprint model of Calypso , which was the best-selling model in 2016,
Icon Quartz comes into play.
The important thing here is that the icon is a reprint model of the Calypso model .
A model that can be said to be the predecessor of the icon has existed for more than 30 years.
Even if you look at Calypso, you can see some details that lead to the current icon.
The claws attached to the bezel are particularly obvious elements.
Stéphane Fazer, current Marketing Director of Maurice Lacroix, said:
"A lot of other companies don't have heritage. We have calypso, and that's the motif of our icon."
An icon that seemed to appear suddenly, but its predecessor had a solid identity, and it was updated to be more modern.
Just as Calypso fascinated people as the face of the company 30 years ago, it is attracting people today by evolving with a stronger design .
about it.
Considering that the details of the icon firmly incorporate the trends in the current watch industry
I don't think it's inevitable to sell anymore.
Two years later, in 2018, the Icon Quartz was further updated, and now the Icon Automatic, which is in short supply around the world, is on sale.
With the introduction of the Icon Automatic, annual sales have more than doubled , and in fact, Icon accounts for 70% of the company's sales models.
Since it is a brand that has existed for a long time, if you are familiar with watches
Maurice Lacroix = Making unique timepieces full of originality. A well-known brand.
Wasn't it
To a manufacturer that is now leading the trend.
It has taken a lot of effort from manufacturers to get to this point.
overwhelming perceptual value
First of all, the overwhelming perceptual value is the icon of Uri.
Perceptual value? ?
It's a word you don't hear very often.
To put it in an easy-to-understand way, it is " a comprehensive value judgment regarding quality and cost that is worth more than the price, and is invisible at the price ".
In fact, before the release of the ICON Automatic, they surveyed watch shop staff all over Japan about how much this watch would look like.
The list price of ¥247,500 including tax is the list price of the Icon Automatic , but many staff members are 1.5to 2 times more than the list price. It seems that it was expected to be about 300,000 to 450,000 yen .
A model that even professionals who look at many watches every day will groan.
When I actually saw it for the first time and heard the price, I was ecstatic! ? I got it.
No, I thought it was about 400,000.
It's a really well made watch. I honestly thought.
A thorough explanation of the charm of the icon automatic
So what factors give a watch its perceptual value?
We will pick up and explain the most popular blue dial 42mm model!
First of all, the six claws attached to the bezel are noticeable when you look at the watch.
Only this part is given a polished finish to create a three-dimensional effect and a sporty look .
It's glossy, so it's cool when it's reflected in the light.
On the other hand , the dial has a neat and stylish finish.
Somewhat dressy with thin needles on the bar index
The dial is carefully crafted with Clou de Paris decoration.
It is a type of guilloche engraving that also has the role of suppressing light reflection and increasing the visibility of the dial .
Along with the face design, it is important to note the detail of the bracelet.
The point that there is moderate play on the left and right and the appearance with a sense of rigidity greatly contribute to the increase in perceptual value.
By chamfering and polishing the sides, the presence is moderately appealing without being too plain.
The bracelet itself has a wide range of motion, so it fits perfectly in your arm.
It looks like this when worn by a staff member with an arm circumference of 16 cm.
Wearing model AI6008-SS002-430-1 Case size 42mm
It's pretty well done~
The lugs are short so it fits well on your wrist .
This model is 42mm, but there is also a 39mm model .
42mm, which is slightly larger for Japanese people. There were many voices requesting downsizing .
Under such circumstances, the long-awaited 39mm appeared.
This is good news for those who were hesitant to purchase the 42mm because they have thin wrists.
Here's a comparison with the 39mm model.
The left is 42mm and the right is 39mm.
Even if it is 3mm, it is not easy to underestimate it.
The design of the date display at the 3 o'clock position is slightly different, so please choose your favorite model.
The back cover is transparent so that you can see the movements of the movement inside.
ikon automatic specs
Next, about specs other than appearance.
First of all, it has a very high waterproof performance of 200m waterproof.
Even if it rains suddenly or you wash your hands with the watch on, there is no problem at all.
The glass is also scratch-resistant sapphire glass , and it is easy to use in everyday life.
This is one of the reasons why icons are so highly rated.
Whether you're on or off, you can use this one piece, and you can wear it in a suit style or jacket style.
In addition, the belt, which is also a big selling point of the icon, can be easily replaced.
Don't miss the easy changeable function .
You can change from metal to leather and from leather to rubber with one touch depending on your mood at that time.
Please check the video for detailed instructions on how to replace it.
Instructions for safer use of the Easy Exchange Strap
Step 1: Pinch the protrusion of the spring bar and push it in with the tip contracted. ⇒This is to prevent the tip of the spring bar from deforming due to excessive force.
Step 2: Use your fingertips to firmly push the protrusions of the spring bars outward. ⇒This is to ensure that the tip of the spring bar is inserted into the hole in the case.
Step 3: Lightly twist the base of the strap and check for looseness. ⇒If there is enough rattling between the end piece and the lug, there is a possibility that it is not installed correctly.
Maurice Lacroix icon popularity ranking
Now that I have fully conveyed the charm of icons, I would like to announce the actual popular models of the icon series! !
Popular No. 1! Automatec 42mm blue dial
The majestic first place! !
If you've come this far, you'll only have this model.
I've introduced you a lot,,,,
That's right, the Automatec 42mm blue dial model! !
After all, the best thing about the black dial is that it is easy to use and you won't get tired of it .
The fact that it tightens your arms is also attractive.
If you have one watch, it is better to choose black or white, and this model is steadily selling steadily.
This color is especially recommended for those who are unsure about choosing a watch for the first time, including the fact that it is easy to match with any outfit.
By the way, following the blue dial, a 39mm type with a black dial is also on sale.
Please check it out.
AI6007-SS002-330-1 ¥247,500 (tax included) ( The surface of the watch is covered with a protective film, so the color may differ from the actual product. )
Maurice Lacroix Icon Automatic 42mm AI6008-SS002-330-1
As I introduced a little while ago, there were many voices asking for a size down because it is a watch that has a strong original presence .
The fact that it has become so popular so quickly means that it has met the needs of many people, including those who had given up on it due to its size.
In fact, we've been receiving a lot of inquiries about the 39mm type in stores recently.
There may be some things you like about the size, but I think that people with narrow wrists can wear it with confidence if it is 39mm.
If possible, please wear it in the store and compare it! !
Maurice Lacroix Icon Automatic 39mm AI6007-SS002-430-1
It's matte black, so it's a much more fashionable finish than the bracelet type.
Even though it is the same black, the black dial and the black case are completely different colors, so the whole is not too heavy and has a well-balanced finish.
Although it is a new release as a legitimate evolution model of the icon, it has already gained support.
There is no need to worry about the time being difficult to see due to the well-polished indexes and hands.
Recommended for those who want to decide in private! !
Maurice Lacroix Icon Automatic 42mm AI6008-PVB01-330-1
Evolving icon quartz is now available to bring the appeal of icons to more people
Icon Quartz, which is also the origin model of Icon Automatec.
Maurice Lacroix is also a driving force behind the popularity of Maurice Lacroix, and Maurice Lacroix has started to reinterpret such icon quartz.
For this reinterpretation, we reviewed the components of the sporty icon based on the experience gained from the launch of the Icon Automatec, as well as the feedback received from customers and dealers.
I think that the fact that Icon Automatec has been accepted by everyone and is in the hands of many people is a successful example of a brand.
We have inherited the appeal of Icon Quartz and Icon Automatec, which are approaching the successful example, and we have been able to differentiate ourselves in a good way.
Looking at the differentiation part, the dial design is an easy-to-understand point.
The dial with a sunray finish gives it a more sophisticated impression, while also giving it a neater and cleaner look.
The finish of the dial, which shines when it hits the light, is a finishing technique that is also used by many brands and has many fans.
In terms of practicality, the use of a quartz movement eliminates the need to wind up the mainspring and adjust the time.
In addition, the thickness of the watch has become thinner, so handling has improved considerably.
In addition , the easy changeable system that allows you to change the belt with one touch, which is also a big selling point of the icon.
This is now installed in Icon Quartz! This is also a very nice point ◎
Compared to Icon Automatec, the price is less than half, so those who are considering Maurice Lacroix may have more options.
Coloring is also abundant, and there is also a ladies' model.
Please check it.
What is Icon #Tide for Reusing Marine Plastics?
Eye-catching icon #tide series with vivid and pop appearance.
An icon #tide that stands out from other Maurice Lacroix products.
Maurice Lacroix upcycles marine plastic that has become a problem in recent years.
This material made from two types of raw materials, which is a combination of upcycled plastic and glass fiber, is boldly adopted as a watch material.
Twice as hard and five times as durable as standard plastic.
Icon Tide uses this composite material for all bezels, cases, casebacks, crowns, end pieces and buckles.
Pay attention not only to the vivid colors and case design, but also to the detailed design such as the dial design that imaged the sea.
Why don't you think about the environmental problem that has become a problem in recent years, the icon #tide?
A talent that surpasses icons? ! The charm of the Icon Ventura
What I would like to introduce here is the Icon Ventura, which is secretly attracting attention as a legitimate evolution of the Icon Automatic.
https://youtu.be/a-1qzc_LWtU
The concept of this product is that we want people who live actively in the modern world to enjoy the watch as it is the charm of the icon .
Of course, the suppleness of the bracelet made of the case seen in the icon is also inherited.
Unlike the icon automatic, which has a dressy impression , it has a more sporty impression.
It looks a little like a diver's watch.
Thick needles and characteristic indexes improve visibility.
Even though they look similar, there are some differences in specs.
The waterproof performance of the Icon Automatic is 200m waterproof, while the Icon Ventura is 300m waterproof.
The size is also 43mm.
The design on the side of the case is rugged and looks cool.
However! Contrary to his masculine appearance, he also has a delicate side.
Apart from the Kurdish Paris decoration on the dial of the Icon Automatic, the Icon Ventura has a sunray finish.
When the light hits it, it shines and shines on the dial.
Maurice Lacroix's fine workmanship is just as impressive! That's what it feels like.
In addition, all Icon Venturas come with a replacement rubber strap at the time of purchase.
Excellent compatibility with Maurice Lacroix's original easy changeable system.
The point is that you can use it in your own way.
The black dial model has a black rubber band! !
Will it really grow into two big giants that can compete with Icon Automatic?
Keep an eye on the Icon Ventura! ! !
Maurice Lacroix AIKON Venturer 43mm AI6058-SS002-430-2 Price: 280,500 yen (tax included)
Over 20 years in the watch industry! Attractiveness of icons according to the manager of a specialty store
We have been in the industry for over 20 years, and we asked the manager of our G-Time store, Maurice Lacroix, about the appeal of ICON! Even when I see the manager's usual customer service, I am overwhelmed by his knowledge of watches. What does the active store manager of a specialty store think about the icon that has the momentum to drop a flying bird? Everyone must see it! !
Thank you very much, Mr. Manager. Right away! Icon looks pretty good.
Certainly when I first saw it, I thought it would be popular. Moreover, I was surprised that it is in this price range with this high quality .
This is the so-called perceptual value. From the point of view of the store manager, did the appearance of the icon change Maurice Lacroix's brand image?
Changed! Changed! I've known the brand for decades, but I used to think it was a brand that would be liked by hardcore people. Now that the icon has been released, it has become a brand that is highly evaluated by many people , not to mention the former core fans. As a result, the brand image has greatly improved .
Until now, there have been many watches with unique designs in the high price range. I think it's unique to the manufacture, but the brand manager said that the challenge is to drop the average price range that has risen too much.
I think the icon looks really good . The exterior finish and design are of very high quality.
When I first saw it, I thought it was simple and cool. Is it about 400,000? 200,000 yen. I was surprised.
I think this is a new correct answer in a sense. Exterior, appearance, all the status. Since it's an automatic watch, the machinery inside is also important, but the general-purpose Move Sellita can handle that. Personally, I think it's important for people to like the way they look.
Sellita is famous for ETA's generic movement, but I hear that the quality has improved considerably compared to before.
I think that a lot of thought has been put into how to satisfy customers. The result of doing the best possible is leading to the birth of the icon.
After all, this price range is perfect. I think that cospa is quite good.
For example, even people who don't know watches at all, or who are looking for their first watch, will probably fall in love with it if they actually wear it and touch it. It's an attractive and good watch that even people who don't know can see it.
I see, this is what everyone appreciates. That's what it means.
That's it. Maurice Lacroix has a lot of classic taste, but the icon has a pretty sporty finish. After all, what is important here is that there was a predecessor model of the icon called Calypso. I think that having an original design like no other will be a great advantage.
Ah, the Maurice Lacroix brand manager also said that! The value of a watch changes considerably depending on whether it has a heritage or not.
oh yeah. After all, the original design is strong. I don't think there are many people who regret buying an icon. I think that's how satisfying it is.
I see, i see. Will the demand for icons continue to grow?
Ah ~ I think it will grow! ! Demand for sporty watches is growing considerably, and it's not an exaggeration to say that ICON is at the center of that whirlpool, and there's still plenty of room for growth.
There are many attractive new products and limited editions this year, and you can't take your eyes off the 2020 Maurice Lacroix icon!
I hope that more people will be able to experience the charm of the Maurice Lacroix icon this year.
About after-sales service
Repair fee (excluding tax)
Simple clock *1
With additional functions *2
With multiple additional functions *3
Battery replacement
Common to all models 5,000 yen
Disassembly and cleaning quartz watch
40,000 yen
55,000 yen
-
Teardown cleaning quartz chronograph watch
55,000 yen
60,000 yen
-
Overhaul and cleaning Mechanical watch
45,000 yen
50,000 yen
60,000 yen
Disassembly and cleaning Mechanical chronograph watch
70,000 yen
80,000 yen
80,000 yen
Disassembly and cleaning Swiss repair designated model *4
swiss quote
swiss quote
swiss quote
Accessories (price without tax)
Straps, Bracelets, Clasps
Common to each model
Alligator crocodile strap *5
45,000 yen
Calf, embossed, satin, rubber strap *5
15,000 yen
NATO nylon strap (with lock)
15,000 yen
For rubber strap (stainless steel, PVD, titanium)
15,000 yen
Folding buckle (stainless steel / titanium)
25,000 yen
metal bracelet (stainless steel)
60,000 yen
Bracelet top addition (stainless steel)
6,000 yen per frame (+ 5,000 yen technical fee)
gold model accessories
Please contact us
*1 A simple watch is a watch with only an hour hand, minute hand, second hand, and date calendar function (chronograph function). *2 Additional functions are watches equipped with one function such as five hands, day calendar, month calendar, moon phase, power reserve, GMT, big date, skeleton, and retrograde. *3 Multiple additional functions are watches equipped with multiple additional functions described in *2 above. *4 Swiss repair designated models are watches that require manufacturer repair in Switzerland, such as complicated watches and special models. *5 Straps and rubber belts for D buckles are only straps, and other lock specifications (excluding rubber) are with locks. * Please note that depending on the model, we may guide you with a price other than the above repair fee. * Repair prices are as of April 1, 2017. However, please note that it is subject to change without notice. * The finishing fee is ¥30,000 for case finishing, ¥35,000 for case + buckle or buckle, ¥50,000 for case + bracelet, and ¥10,000 for any item with precious stones.
40% off from the original price by presenting the warranty card of regular purchase.
*Example: Icon Simple Quartz overhaul cleaning 40,000-×0.6=24,000- (separately) will be the regular product retail price.
Of course, Eye Isuzu is also a regular store.
Summary About Maurice Lacroix Icons of 2020
How was that
I thought about how I could convey the appeal of this series to everyone.
There were already too many charms, and it was rather hard to put together because there was nothing but charm.
Packed with these elements, the price for the icon automatic is about 200,000 yen .
We never compromise on design or finish.
I can feel the passionate passion for watchmaking from the manufacturer's attitude of delivering truly good products to users, with high quality yet affordable pricing.
In the current watch industry, the environment is changing rapidly due to the spread of smartphones and smartwatches.
However, regarding the Maurice Lacroix brand, the appearance of the icon has increased the performance soaring.
This is pretty amazing while there are many watch brands that are struggling overall.
The belief that the company is conscious of " putting out a high-quality model at an affordable price range ".
In fact, I think there are many people who are attracted to the goodness of this price range.
It is precisely this part that leads to perceptual value .
The sporty watch boom is now a trend in the watch industry.
The icon is the epitome of today's sporty watch.
Last but not least, this watch is cool . I really want to say this.
Icons that will continue to grow in demand in the future.
The world is full of dark news.
At times like this, you can check the time you live with your favorite watch and increase your motivation.
Isn't the Maurice Lacroix icon a pretty ant option as an option?
Keep an eye on Maurice Lacroix in 2022.
We always have around 20 items in stock, mainly from the icon series.
Please feel free to contact us with questions about products, stock status, etc.
〒760-0029 7-16 Marugame-cho, Takamatsu City Marugame-machi Green West Building 2F TEL：087-873-2335 11:00-20:00
定休日：Open all year round / except January 1st
AI1108-SS002-430-1
AI1108-SS002-330-1
AI1108-SS002-630-1
AI1106-SS002-430-1
AI2008-BBB11-300-0
AI2008-00000-300-0
AI2008-60060-300-0
AI2008-50050-300-0
AI2008-80080-300-0
AI2008-70070-300-0
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