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Maurice Lacroix Says Watchmaker Is Profitable and Still for Sale

  • Swiss watchmaker overhauls brand to focus on millennials
  • CEO Stephane Waser says 2021 was best year ever for brand
Maurice Lacroix Aikon Quartz watches.
Maurice Lacroix Aikon Quartz watches.Source: Maurice Lacroix

The head of Swiss watchmaker Maurice Lacroix said the company is still for sale and has been profitable for three years as it focuses on its popular entry level-priced Aikon model and younger customers.

Owned by Zurich-based distribution conglomerate DKSH Holding AG, the brand was put on the block amid a watch sector downturn in 2015. It has yet to find a buyer.