In October 2024, Maurice Lacroix opened its first Swiss boutique.

After opening a boutique in the capital of Malaysia, Kuala Lumpur, earlier in 2024, the typically quiet Swiss brand opened another location in Zurich.

Located on the vibrant Bahnhofstrasse in Zurich, the quaint 365-square-foot boutique is a sign that Maurice Lacroix is still developing its presence, at least in Europe.

In the US, the largest market for many Swiss brands, Maurice Lacroix still seemingly operates with a skeleton crew, though this may change in 2025 if the company plans to expand its audience further.

For more information, please visit Maurice Lacroix or the Maurice Lacroix Boutique at Kuttelgasse 17.

 

 

Photo by Maurice Lacroix.