Color For Change

Maurice Lacroix’s tagline for this watch states: “That’s what a drop makes.” It’s a reference to the cynical view that each effort to reduce carbon footprint or incorporate environment-friendly manufacturing into the supply chain is only a “drop in the ocean” of the problem of Earth’s pollution. Maurice Lacroix, and the other watchmakers embracing such changes, would challenge that enough drops working together can change the tide. They’re putting their money into programs that fund collection of plastic waste, pay for longtail boats and warehouses, and fund educational programs that encourage a forward-looking strategy for conservation.

The Aikon #tide is a fun, colorful collection of watches, but also a promise that Maurice Lacroix values sustainability for the preservation of our Earth. And personally, for me it will be a perfect guilty-pleasure watch in my collection this summer, minus all the guilt.