Craft Your Own Unique Aikon: The Future of Personalized Luxury Watches
Why settle for a generic pre-made icon when you have the opportunity to create a personalized Aikon that’s truly one-of-a-kind? After years of successful collaborations, watch brand Maurice Lacroix and customization studio Label Noir are shaking things up again. Instead of just launching limited edition models, they’re empowering you to design your own masterpiece through an innovative online configurator, featuring a 42mm Aikon “canvas” for you to express your individual style.
In 2025, Maurice Lacroix will celebrate its 50th anniversary. As part of these festivities, they’ve launched a special bespoke program in collaboration with Geneva-based Label Noir. This exciting initiative marks a new chapter in their partnership, elevating it to a personal level. Previously, Label Noir made headlines with customized creations like the first Rolex tourbillon based on a client’s Milgauss, but now they’re focusing on becoming an official partner for various watch brands, including Maurice Lacroix.
Design the Aikon of Your Dreams with The Lab Powered by Label Noir
As a watch enthusiast, I have a soft spot for the Aikon. I own a quirky Aikon #tide Benzilla that stands out without being truly unique. The thought of designing an entirely bespoke piece sounds irresistible, especially since custom-made watches typically come with a hefty price. So, I dove into the online configurator to start crafting an Aikon tailored to my preferences.
After some consideration, I designed a stunning steel 42mm Aikon with a steel dial, black date display, micro-grooved decorations, minimalist wording, black hour and minute hands, a vibrant purple central seconds hand, and a gray rubber strap. The grand total? CHF 2,990. For comparison, a standard 42mm Aikon Automatic Date in steel with a rubber strap retails for around CHF 1,950. This shows just how much more you can enjoy a personalized Aikon compared to the standard offerings!
The Future of Mid-Price Luxury Watches
Since their partnership began in 2020, Maurice Lacroix and Label Noir have successfully launched several exciting projects, including a sell-out monochromatic Aikon and the limited edition Masterpiece Skeleton Label Noir in 2024. The move towards bespoke watches is an ambitious leap forward, allowing customers to become true co-creators of their unique timepieces through an interactive and creative process.
Just like customizing a dream car online, building a personalized watch can captivate enthusiasts for hours. The Maurice Lacroix × Label Noir program invites you to design timepieces that reflect your personality and style. You have two options: explore exclusive presets created by experts at Label Noir or dive into a fully DIY mode that allows for maximum creativity. Choose from a variety of materials, including steel, titanium, and ceramic, and customize dials, indexes, and straps to your heart’s content.
Is This the New Standard for Affordable Luxury Watch Brands?
The configurator not only sets Maurice Lacroix apart from its competitors but also challenges them to innovate. The intuitive interface transforms the customization process into a fun and engaging experience, making it easy to create a personalized timepiece that will be the talk of the town. If I were in charge of a watch brand in the same price bracket as ML, implementing a configurator would be my top priority!
Let me know if an online watch configurator is something you’d find valuable or exciting from a watch brand you’d consider accessible. Regardless, exploring The Lab can be a delightful distraction, especially during those chilly, dim days leading up to Christmas. Happy designing!