Exploring the background behind the creation of Maurice Lacroix's popular "Icon" watch, along with its model name

Everything has a name, and each name has a meaning and a reason for being named. So, what is the origin of the name of that famous watch? In this column, we will explore the secrets behind the names of watches and introduce them along with their anecdotes.
This time, we will explore the origins of the collection's name and the background to its creation, focusing on the "Icon," Maurice Lacroix's signature model released in 2016.

Maurice Lacroix "Icon"

　Maurice Lacroix's "Icon" is selling well. The main reason for its popularity is that it has the so-called "luxury sports watch" style, with the case and bracelet integrated. Yet, it is also attractive because it is priced reasonably, as is typical of Maurice Lacroix.

The Aikon debuted in 2016. Initially, the lineup consisted solely of quartz movements. However, in 2018, an automatic three-hand model and a chronograph model were released, instantly making the collection a global hit.

　According to the official release, the Aikon is a reissue of the Calypso, a representative model of Maurice Lacroix in the 1990s. The aforementioned style of the case and bracelet being one piece, as well as the distinctive bezel with six tabs, are said to be inherited from the Calypso.

　So what kind of model was the Calypso? The Calypso did not actually appear in the 90s. The official release states that it "appeared as a representative model of Maurice Lacroix in the 90s," but it was actually born in 80. It quickly gained popularity upon its release and is said to have been Maurice Lacroix's most successful quartz model.

　The case and bracelet are one piece, with no links. The bezel features six tabs secured with screws (though the screws may be decorative). The Calypso underwent a model change in 1990, becoming the second generation. The case and bracelet are also one piece, with the bracelet consisting of five links and two links. Another eye-catching feature is that the six tabs on the bezel are doubled.

　The design of this second-generation Calypso was inherited by the Icon. In other words, the official release likely meant that it was a "reissue of a model that represents Maurice Lacroix in the 1990s." The second-generation Calypso also had a very important model: the Calypso Skeleton, released in 1993 and equipped with a skeletonized mechanical movement.

　This Calypso Skeleton was the brand's first skeleton watch, and since then, Maurice Lacroix has made skeletons an important part of its style. This means that the second-generation Calypso is a particularly special model for Maurice Lacroix.

　However, after the Calypso was updated to its third generation in 2002, production was discontinued the following year in 2003. The third generation retained the same design as the second generation, with the exception of the six tabs on the bezel, which were replaced with a single tab. It is unclear why the third generation Calypso only lasted a year.

　During this period, Maurice Lacroix was doing well. In 1999, the company expanded its case factory, and in 2000, a training room was added to the factory. In 01, the company separated from Desco de Schultes and further expanded its factory. In the same year, the company won the 2000 Reader's Award from the Swiss watch magazine Montres Passion.

　With such success, why did Calypso, a signature product of the 1990s, disappear? The only thing I can think of is a change in CEO in 2001.

　The model name "AIKON" means "ICON." The name was chosen with the desire to make it iconic for the brand. The spelling "AIKON" is apparently entirely fictional. They also thought that if the name starts with "A," it would be more likely to rank highly in internet searches.

　Personally, I thought that Maurice Lacroix was popular in Germany, so perhaps they added an "A" or "K" to make it sound more German, but when I asked about this, I was told it was unclear. Apparently, the selection of the model name was a long process involving many members, which often resulted in the name becoming unclear.

　What's interesting is that if you spell "AIKON" backwards, it becomes "NOKIA." Apparently, Maurice Lacroix was unaware of this, but Nokia did and tried to sue them. In the end, the lawsuit was dismissed and they got away with it. But did Maurice Lacroix really not know?

　After all, Maurice Lacroix has a unique sense of humor, even turning a square gear. So perhaps it was actually a deliberate act. When you think about it that way, the icon seems even more stylish and attractive, but what do you think?

Yutaka Fukuda
Writer and editor. Writes about men's lifestyles in general for publications such as "LEON" and "MADURO." He also writes about watches in a series of articles and appears in many videos for the web magazine "FORZA STYLE."