Maurice Lacroix recently unveiled a watch that is a ‘game changer’ in every sense of the term. This contemporary model—the AIKON #tide—may be the genesis of a budding movement in the watch industry, as it compounds everyday sporty-chic with sustainability.  

The renowned Swiss watch brand designed three special edition watches created out of ocean-bound upcycled plastic, an undisclosed formula, and glass fiber. This amalgamation of materials results in a watch that is robust with a carbon footprint significantly less than the production of virgin PET. All of the watchs’ primary components are made from composite material. 

In addition to paving a path in environmental preservation, Maurice Lacroix’s AIKON #tide is also making its presence on the court. Global basketball format, 3x3, originated as an urban street game and is now recognized as an Olympic sport. Maurice Lacroix is notably the ‘Official Timekeeper of the FIBA 3x3 World Tour’. To celebrate this collaboration, it is only fitting that the brand design a basketball-themed watch. 

The striking AIKON #tide FIBA 3x3 is an eye-catching accessory that boasts a 40mm case, a flat sapphire crystal, augmenting readability, and a quartz movement that delivers precision down to the second. This distinctive piece is also adorned with saturated blue and yellow straps—inspired by the official Wilson ball of the FIBA 3x3 World Tour. For a more neutral style, black and white straps are also available.       

Even though we live in the digital age where mobile phones can show us the time with the click of a button or the tap of a screen, it is important to remember—watches are timeless. Excuse the oxymoron, however, it’s true. A watch is more than a tool, it’s an instrument of style. 

Maurice Lacroix’s AIKON #tide collection reminds us that versatility has always been a staple of the Swiss brand. The latest FIBA 3x3 is initiating sporty-chic’s comeback while also exemplifying fashion’s evolution towards environmental justice—talk about changing the game!  

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