Maurice Lacroix Opens its First Boutique in Kuala Lumpur

Luxury watchmaker Maurice Lacroix officially launched its boutique in Kuala Lumpur, Malaysia on 28 May 2024, marking a significant step in their global expansion strategy. This new boutique which is located at The Exchange TRX in downtown Kuala Lumpur, is a collaboration with Watatime, the leading authorized retailer of luxury watches in Malaysia, and is the third mono-brand Maurice Lacroix store worldwide.

A Celebration of Urban Style

Known for their “cool and young” aesthetic, Maurice Lacroix is a perfect fit for the dynamic city of Kuala Lumpur. The boutique reflects this urban spirit with a modern design inspired by architectural structures from leading cities around the world.

More Than Just the AIKON

While the iconic AIKON collection, launched in 2016, has been a major success for Maurice Lacroix, the brand offers a wider range of timepieces. Visitors to the boutique can explore the entire Maurice Lacroix portfolio, including the ELIROS, FIABA, MASTERPIECE, and PONTOS collections.

A Focus on Customer Experience

The boutique is designed to provide a luxurious and informative experience for watch enthusiasts. Highly trained staff will be on hand to answer questions, offer expert advice, and share Maurice Lacroix’s unique approach to Swiss watchmaking, known for its exceptional quality and value.

The Kuala Lumpur boutique represents just the beginning for Maurice Lacroix. The brand plans to open more mono-brand stores in key cities around the world, each offering the complete collection in a vibrant urban setting.

Kuala Lumpur, a bustling metropolis with a population of over 8.8 million, was a strategic choice for Maurice Lacroix. The boutique is located in The Exchange TRX, a prime location for luxury retail in the city.

With this new opening, Maurice Lacroix brings a taste of Swiss watchmaking excellence to Kuala Lumpur, offering watch enthusiasts a chance to experience the brand’s unique blend of style, quality, and value.

“Last night, we celebrated the opening of our third Maurice Lacroix boutique, created in partnership with Watatime. Our urban watches are made for the fast-paced life of city living. The design of this latest boutique is inspired by the buildings, the streetscape and the vibrant tempo we associate with the great metroplises around the globe. The result looks cool and young. We are glad to be in Kuala Lumpur and plan to open another boutique very soon… maybe a little closer to home!”
Marcel Gut, Chief Commercial Officer of Maurice Lacroix