Embrace the thrill and euphoria of a fresh year at the captivating launch of the AIKONNIC MOMENTS by Maurice Lacroix, among the crisp breezes of a late winter’s evening in the enchanting city of Chiang Mai. It was on the memorable night of January 16, 2025, that the esteemed Moment’s Notice Jazz Club became the epicenter of an illustrious gathering as the Swiss luxury timepiece brand, Maurice Lacroix, celebrated a landmark occasion by presenting their latest watch model for the very first time in Chiang Mai. Dedicated wholeheartedly to the aficionados and cherished customers in the north of Thailand, the event resonated with the company’s cherished philosophy—Maurice Lacroix Family—striving to treat each enthusiast as an integral part of the watchful family circle.
The selection of Chiang Mai as the launch location for the newest Maurice Lacroix AIKON Skeleton, showcasing fresh and vibrant color selections along with sleek case sizes of 39mm and 42mm, was iconic. The event saw the esteemed presence of Mr. Ravis Haetanurak, the formidable Manager of Area Sales Indochina for Maurice Lacroix, who graciously welcomed an assemblage of revered guests, media representatives, and the ingenious founders of Maurice Lacroix Club Thailand. Ably hosted by the charismatic Mr. Napat Pinrojnkeerathi, the occasion also bore witness to a remarkable milestone – the gleaming celebration of the brand’s golden jubilee, marking 50 incredible years of Maurice Lacroix.
Guests were bestowed with the spectacular opportunity to witness the dazzling new Maurice Lacroix AIKON Skeleton while basking in the allure of the storied brand’s extraordinary special editions. Noteworthy pieces such as the AIKON Mercury Thai Edition with a strictly limited run of 25 pieces, the ML X Pond Review AIKON Automatic Limited Edition featuring the 39mm, the majestic AIKON Titanium, the eye-catching AIKON Automatic Ceramic, and the revered AIKON Master Grand Date Technicolor took the spotlight.
An enthralling stage conversation ensued, casting light on captivating insights from Mr. Ravis Haetanurak, Mr. Arun Shukla—the visionary behind the Maurice Lacroix Club Thailand—and Mr. Lertrat Chueapool (affectionately known as Boss), the proud patron of Wimol Tapae—Chiang Mai’s premier exclusive watch retailer.
Mr. Ravis eloquently introduced the latest Maurice Lacroix AIKON Skeleton, revealed in dual sizes of 39mm and 42mm, accentuated by an expanded color palette. Mr. Arun ardently shared his deep admiration, describing the allure of the brand that spurred him to co-found the pioneering Maurice Lacroix Club Thailand. Meanwhile, Mr. Boss recounted his fascinating journey to becoming an exclusive Maurice Lacroix retailer in Chiang Mai, enriched by myriad opportunities to unveil the majestic brand to the untapped horizons of northern Thailand.
Delving into the luminous AIKON Skeleton, Mr. Ravis elaborated on Maurice Lacroix’s notable focus on customer-centric feedback, a cornerstone of their success. He explained, “Following the overwhelming success of the 39mm model launched in 2022, we’re ecstatic to reveal an intricately skeletonized dial nestled beneath a pristine sapphire crystal. This marvel is energized by the ML115 Calibre—a sophisticated automatic engineering feat developed alongside Sellita—boasting a skeletonized design that invites the luminous play of light through its exquisite internal components.”
He further emphasized that the 42mm variant came forth in response to patrons clamoring for an expanded rendition of the elegant 39mm model, while new shades, including an electrifying blue, attest to the brand’s unwavering pledge towards ceaseless innovation.
Amidst a jubilant declaration of the brand’s significant 50th anniversary, Mr. Ravis eagerly announced plans for a mesmerizing collection themed Magic No. 1975, commemorating Maurice Lacroix’s birth year. He tantalizingly encouraged enthusiasts to remain alert for more exhilarating unveilings on the horizon.
The event drew phenomenal interest, bringing together illustrious personalities from Chiang Mai and neighboring provinces to celebrate amidst a vibrant atmosphere enriched by the soulful tones of a renowned jazz ensemble. This enchanting gathering marked a refined and sophisticated inauguration of 2025 for Maurice Lacroix in Chiang Mai.
For those within or around Chiang Mai, a Maurice Lacroix pop-up shop awaits, open daily at Central Festival Chiang Mai until January 31, 2025. The new AIKON Skeleton adorns both 39mm and 42mm configurations, available at the price of 143,900 THB.
For further information, feel welcome to visit Maurice Lacroix Boutique on the second floor of Gaysorn Village, or place a call at 02-853-9742. Alternatively, connect through their official LINE account @MauriceLacroixTH at https://lin.ee/TYO5J3F.
Your Time is Now.
Who spends over a hundred thousand baht on a watch? This is absurd! It’s just a piece to show off wealth.
It’s not just about showing off, Joe. It’s about craftsmanship and engineering. These watches are pieces of art.
Art you can wear? Sounds like a rich man’s justification to me.
There is so much intricacy in how these watches are made. You can’t appreciate it until you see it up close.
It’s a collector’s item. Some people collect stamps, others collect watches. To each their own.
I love the fact that Maurice Lacroix chose Chiang Mai for the launch. It’s great to see global brands recognizing other cities beyond Bangkok.
Exactly, Sophia. Chiang Mai has this cultural charm that makes it a perfect venue for such elite events.
Doesn’t change the fact that it’s still a luxury play. Chiang Mai or anywhere, it’s just marketing.
A 50th anniversary is significant. These milestones show a brand’s legacy and their ability to evolve with time.
True, legacy brands have this aura of trust and quality that new brands just can’t match.
Exactly, it’s not just about the product but about the history and reputation carried forward.
But are they really evolving or just recycling old designs with some modern tweaks?
The AIKON Mercury Thai Edition sounds like a beautiful piece. Limited editions are always fascinating!
Limited edition just means pay more for fewer units available. Clever strategy, really.
I was at the event, and honestly, the atmosphere was magical—perfect blend of jazz and luxury.
I envy you, Mia! Seems like it was indeed a night to remember.
Jazz and watches, an unexpected yet delightful combination. Kudos to the organizers!
Does anyone know more about the ML115 Calibre? It sounds quite sophisticated.
It’s an automatic movement developed with Sellita, known for its precision.
Thanks, Tom! I love digging into the mechanics of these timepieces.
Only 25 pieces for the AIKON Mercury Thai Edition? That’s truly limited. Bound to become a collector’s dream.
Exactly! These pieces will increase in value over time, especially given such a minimal run.
These luxury brands create such a disconnect. How is this even relevant to the average person?
I appreciate how they listened to customers wanting larger size options. Customer feedback guiding design is always a win.
Why would anyone care about a pop-up shop in Chiang Mai? Isn’t everything moved online these days?
The physical presence adds a personal touch. People still enjoy seeing and experiencing things in person.
Not everything can be appreciated fully online. A watch like this needs to be seen and felt.
I think the blend of traditional watchmaking with modern aesthetics is what makes Maurice Lacroix appealing.
It’s fascinating to see how luxury items hold different value for different people. To some, it’s just a watch, to others, it’s a story.
Are they releasing any smartwatches? I’d think that’s where the real innovation is.
No mention of smartwatches here, Tony. Maurice Lacroix seems to focus more on traditional timepieces.
I wish they made more affordable versions for people like me who appreciate quality but can’t afford such luxury items.
Perhaps in the future? Luxury brands are becoming more inclusive, slowly but surely.