This year sees Maurice Lacroix and Mahindra Racing continue their collaboration with the launch of the new AIKON #tide Mahindra, building on their shared values, which includes their desire to make the world a little greener. Decorated in the race team’s colours along with a dial adorned with the team logo, the new watch is made from ocean-bound upcycled plastic, helping to do its bit for the environment.
In 2020 Maurice Lacroix was named the Official Timekeeper of Mahindra Racing, which was a founding team in the ABB FIA Formula E World Championship. This relatively new championship that has just started its ninth season, is continuously changing as technology evolves. The all-electric single seater cars race at speeds of up to 320 km/h (198 mph) and are capable of accelerating from 0-100 km/h (0-62 mph) in under 3 seconds.
Last year Maurice Lacroix unveiled its inaugural AIKON #tide model, made from ocean-bound upcycled plastic. In fact, it takes 17 plastic bottles to make one AIKON #tide along with its user-friendly packaging, which of course means that there are 17 fewer bottles polluting the ocean.
The new timepiece naturally shares the same attributes as other AIKON watches, such as the Swiss quality, precision timekeeping, urban styling and high perceived value.
This latest model is also made from ocean-bound upcycled plastic and features a black dial with a matching 40mm case. The bezel is red, and the black rubber strap has a Maurice Lacroix’s ‘M’ logo also in red. The watch comes with a second strap in red rubber with black accents. And it is simple to switch one strap for another without the need for tools thanks to the Maison’s Easy Strap Exchange system.
Stephane Waser, Managing Director of Maurice Lacroix, commented:
“The AIKON #tide Mahindra is a further demonstration of our shared commitment to the environment. Like Mahindra Racing, we tour the globe, operating in urban settings. Both brands strive for success, whether that’s competing on race tracks in various cities or making urban watches for competitive souls, but most important of all, we both believe in innovating for a brighter, greener future.”
Fred Bertrand, CEO of Mahindra Racing said of the partnership:
“We are delighted to be partnered with Maurice Lacroix once again on the development of their new AIKON #tide watch. They have developed the watch with recycled materials with the aim of really targeting a younger audience. We love working with brands that share our same values and goals of working towards a more sustainable future, so I’m pleased to welcome Maurice Lacroix on board for Season 9. I can’t wait to wear the watch with pride in 2023.”
The new AIKON #tide Mahindra will be available to purchase from the end of February, priced at £850 in the UK. For more information, please visit: www.mauricelacroix.com.
Simon Burrell is Editor of Our Man On The Ground, a former member of The British Guild of Travel Writers and professional photographer.
Photographs courtesy of Maurice Lacroix
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