Swiss watchmaker Maurice Lacroix extends their role as the Official Timekeeper to the Mahindra Racing team for another year with another motorsport racing-inspired watch. This time, they combine the Mahindra livery with environmentally friendly ocean-bound upcycled plastic to launch the Maurice Lacroix Aikon #tide Mahindra watch.
At the end of 2020, Maurice Lacroix announced they were firmly intertwining their own mission for performance and precision with those on the Mahindra Racing team. Becoming their Official Timekeeper, Maurice Lacroix’s branding could be found throughout the ABB FIA Formula E World Championship, spotted on the M7Electro racing cars and on the drivers racing gloves. And of course, Maurice Lacroix watches were strapped to the team’s wrists. The Swiss watch brand also celebrated the partnership by launching a trio of Aikon Mahindra watches: an Aikon Chronograph Quartz, an Aikon Chronograph Automatic and a Aikon Chronograph Skeleton Automatic, all suitably dressed in the colours of the team’s attire. Now extending the Maurice Lacroix X Mahindra collection even further is a single Maurice Lacroix Aikon #tide Mahindra watch engineered almost entirely out of upcycled plastic.
Like the original line of Maurice Lacroix Aikon #tide watches that came last year, the new Aikon #tide Mahindra Special Edition is crafted using ocean-bound upcycled plastic sourced from Basel-based firm #tide. Almost every element of the design is engineered from the composite material, including the 40mm case, bezel, case back, crown, end pieces and strap buckle. It’s really quite impressive, especially when you consider the 17 plastic bottles that have been rescued from the ocean and reused to make just one Maurice Lacroix Aikon #tide Mahindra watch. In this instance, the case is coloured black and pairs with a bold red bezel to mimic the Mahindra Racing team’s colours. The bezel maintains the six-prong detailing of the sporty Aikon watch alongside the integrated lugs, screw in crown, sapphire crystal glass and 100 metre water resistant rating.
At the centre, the Maurice Lacroix Aikon #tide Mahindra watch continues its dominating red and black colour palette with a unique black patterned dial textured with the Mahindra logo and contrasting red hardware for the hour markers and hands. The slim seconds hand adds one final pop of colour adorned in blue. The hours and minutes hands, like the hour markers, are generously adorned in Superluminova for glow in the dark capability and are joined by a box-shaped date window at 3 o’clock. Powering the time and date functions is a traditional Swiss quartz movement, hidden from view behind the closed case back.
The Maurice Lacroix Aikon #tide Mahindra Special Edition watch completes its eco-friendly venture with a two rubber straps, both closed by an ocean-bound upcycled plastic pin buckle. The first is coloured in a stealthy black hue while the second makes its mark in a bold red colour. Both straps are delivered with every purchase of the Maurice Lacroix Aikon #tide Mahindra watch and can be easily swapped around at a moment’s notice thanks to the Maison’s Easy Strap Exchange system.
If you’d like to learn more about the new Maurice Lacroix Aikon #tide Mahindra watch and secure one of the special edition designs for yourself, head over to the Jura Watches website here. Alternatively, get in touch with the team by calling 01335 453453 or send us a message at help@jurawatches.co.uk.
Specifications:
- Case Size: 40mm
- Case Material: #tide ocean-bound upcycled plastic
- Bezel: Fixed
- Glass: Sapphire crystal with anti-reflective treatment
- Crown: Screw in
- Case Back: Closed
- Water Resistance: 100 metres
- Movement: Quartz
- Functions: Hours, minutes, seconds, date
- Dial: Black with Mahindra logo pattern in relief
- Strap: Black or red rubber
- Buckle: Pin
- RRP: £850
- Limited: No, special edition
- Release Date: February 2023
- Reference: AI2008-04000-000-J
