MAURICE LACROIX AIKON #TIDE – ‘THAT’S WHAT A DROP MAKES’
Prepare to be dazzled! Maurice Lacroix has unveiled their funkiest, brightest range of watches, offered in an array of eye-popping colours. Part of the AIKON family, #tide is made to be noticed. And, best of all, the #tide is helping to make the oceans a little bit cleaner, thanks to revolutionary technology that converts discarded plastic waste into Swiss quality watches. The AIKON #tide is cool with a conscience and it will be chillin’ near you very soon.
The AIKON #tide shares the same attributes as other members of AIKON family, but is formed of #tide ocean-bound upcycled plastic, combined with glass fibre. The resultant composite material is twice as hard as standard plastic, five times more resistant and has a carbon footprint significant less than the production of virgin PET. The bezel, case, case back, crown, end-piece and buckle on this new model are all made from this composite material. It takes 17 bottles to make one fabulous watch and its tailor-made packaging, 100% made of #tide ocean material®. It’s a win-win deal.
The model also benefits from the Easy Strap Exchange system, allowing the wearer to swap the strap for an alternative without the need for tools. Later, in 2022, Maurice Lacroix intends to unveil a second version of the AIKON #tide equipped with a bracelet made of, you guessed it, composite material!
REVOLUTIONARY TECHNOLOGY
Maurice Lacroix, in collaboration with #tide, a specialist in ‘upcycling ocean-bound plastic waste’, is playing a key role in contributing to cleaner oceans. The Swiss watch brand has entered into a ground-breaking, long-term partnership with #tide to collect plastic bottles from the seas surrounding various islands in Thailand as well as Indonesia and the Philippines. These bottles are sorted, shredded into flakes, washed and compacted close to the point of collection and then transported to #tide’s upcycling facilities where the flakes are compounded into smaller granules and then combined with an undisclosed formula, culminating in the creation of upcycled plastic, which is eventually used for making lots of lovely, brightly coloured AIKON #tide watches. Maurice Lacroix has conceived the AIKON #tide for a new generation who value sustainability, affordability and, of course, notable style.
THAT’S WHAT A DROP MAKES
Sometimes when an individual or company tries to make a positive change, critics will declare, ‘It’ s merely a drop in the ocean’. However, apathy will never address the challenges the planet is now facing. Maurice Lacroix believes its initiative with #tide will contribute to cleaner oceans and play a small part in making the planet a little better. Indeed, as they say in the Swiss Jura, ‘That’s what a drop makes’.
